Transforming the landscape of customer communications


Innovations in communications technology have led the world’s leading brands to transform the customer experience. These trail-blazing changes have raised the bar for every organisation, redefining the expectations of customers who now demand personalised, relevant communications, available in real-time and which they can access via the channel of their choice. Organisations wanting to keep pace and meet those expectations should seek to embrace these new technologies and adopt modern customer communication management (CCM) solutions.

Such a transition poses a variety of challenges for organisations, especially those in highly regulated industries like financial services, telecoms and retail. Companies which have complex IT infrastructures and rely on legacy IT systems, for example, may encounter issues with the digital transformation necessary to utilise cloud-based services like artificial intelligence and data analytics which play a vital role in providing individualised communications. Some may also struggle to provide the necessary IT time and resources needed to implement and operate a new communication solution.

An essential element of a modern communication solution is that it encompasses the entire customer journey. This is important for both customer and organisation alike and requires all communications to and from customers to be visible to those who need access to them. This may be problematic in companies where operational silos hinder the sharing of information.  

Compliance with regulations is another challenge that needs serious consideration, especially for those organisations that send communications which hold sensitive, personal information. Issues include not only the safe storage of data but ensuring that it is secure during transmission and that access to it is limited to only those who are authorised. An additional issue is the frequent changes to regulation that take place, requiring the organisation to have the agility to deal with new compliance requirements within the set timeframes.   

The intricacies of tackling these challenges, together with meeting the demands of customers to send communications via print, email, SMS, app notification or other preferred channels, are driving organisations to rethink how they manage customer communications. The choice for many is a modern CCM solution that is able to design, manage and deliver highly, personalised communications on-demand across multiple channel and do so from a single, centralised platform.

Organisations benefit enormously when shifting from a model that uses multiple CCM solutions to one strategic platform which provides a unified, end to end service. One of the most significant advantages of a single CCM eco system is that it can  address many of the challenges commonly faced by companies today including: delivering digital transformation without changing  legacy systems, providing an integration layer for multiple siloed teams and reducing the risk of non-compliance.

Beyond this, they provide the organisation with the means to meet customer expectations by enabling the timely creation, approval and delivery of omnichannel communications from a single platform. In doing so, the modern CCM provision leverages advanced journey mapping techniques, using relevant, existing data and the most appropriate templates to generate highly engaging, personalised messages. Furthermore, these real-time, omnichannel communications allow customers to move seamlessly between different channels and devices.

By centralising communications, further benefits also ensue: processes are streamlined, increasing efficiency and reducing costs, while there is an increased consistency in messaging and the use of the brand image.

A modern customer communications management system tackles many of the challenges organisations face when striving to meet customer expectations in the digital age. Once implemented, it provides the means to send personalised communications with increased effectiveness and efficiency, using preferred channels. As a result, organisations are better able to maintain their competitive advantage, build customer loyalty and drive revenue.


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