In both opportunities, the CCM solution must be strategically integrated to store and process customer information in real-time, adding data that may come from the Legal, Customer Service, Commercial, or Product areas. In addition, there are the technological functions to join both communications, which are called Transpromotional Communications, where the targeted message – be it a promotion, an institutional communication, or a birthday greeting – can be included in the pre-established messages, increasing, even more, the efficiency of the Communication Policy.
All these possibilities are provided by automated technology, which improves the efficiency in terms of time and way of generating, dispatching, and following up a communication. But the general strategy of communication, the content of the messages, and the use of any post-communication information is a matter for the specialists in this branch and for which the CCM solution established by the company must be as friendly with an operational user as it is technically efficient.
If the first characteristic, which mixes aesthetics with ease of use and adaptation, is not fulfilled, it will be difficult to achieve any of the objectives set out in the Communication Policy established at the time of implementing a CCM.
We can think of having predefined business rules that require modification over time, for example: which customer segment the company is interested in congratulating on its anniversary; or the ease of being able to create, modify and reject variable message templates; that customer preferences can be modified dynamically (with some systems integration or from a customer service channel, such as Call Center); and that information can be obtained by the CCM itself from the data generated by the communications made (how many customers were interested in the message sent compared to what was expected, which channels were the most effective, how many interactions have been achieved, etc.). All this retroactive information contributes to cost reduction, sales projections, and even changes in any marketing or product strategy.
An integral and unified CCM solution that reduces costs and increases value in the information rather than in the data; that is adaptable over time, that allows, for example, the incorporation of new channels (new social networks or communication technologies) and that can provide technological independence for its use by internal users, such as Marketing, Advertising or Product areas; will allow any company to drastically increase its relationship with the customer, retaining and exceeding the expectations set in the new century.
With Coldview you can achieve these goals! We invite you to read more about our CCM solution: Coldview CCM – Manage all inbound and outbound communications.