Customer communications management strategy

CCM: A strategic choice
that needs expertise
David Geleyn EDP
12 February 2015
Copyright © 2014 Scriptura Engage

Agenda
Intro
Results
Kodu
Experience
Questions
10
Insights

Who is
David Geleyn?

Customer Communications Management (CCM)
http://en.wikipedia.org/wiki/Customer_communications_management

A customer experience provided by a
fictive construction company
The Kodu Experience

Building a home
starts with a
dream…

Request Proposal
Copyright © 2014 Inventive Designers
#01
A form is a channel of communication,
particulary in a self-service world.
#02
Always ask for the communication
preference of a potential customer.

Request Proposal
#03
Guide the user as much as possible with
an intelligent form

Request Proposal
#04
Your CCM platform should allow you to
design forms in an easy-to-use graphical
designer.

Request Confirmation
#05
Use the communication preference in every touch
point. Only send email in case customer preferred
digital communication.

Request Confirmation
#06
Your CCM platform should allow you to design emails in an easy-to-use graphical designer.

CCM Platform
Analytics
#07
You should have all information about
your communication processes accessible
all the time!

Create Proposal
Pages are not editable
Pages can only change
with data manipulations

Create Proposal – Interactive Composition
#08
Make sure your CCM platform allows your back
office employees to interactively compose a
document (within boundaries)

Create Proposal – Interactive Composition

Proposal
#09
Your CCM platform should allow you to
send documents as attachments in the
email or as links to your website in the
emails.

Create Appointment
#10
HTML 5 forms can also be integrated in
you business applications to start
communications.

Appointment
#11
From a customer experience
perspective, it is useful that an
appointment can be added to
calendar with ease

Building a home
comes with
invoices…

Invoice
#12Your CCM platform should allow the usage of graphical features to make your
communications more appealing
#12

Invoice – One Template Multiple Brands

Invoice – One Template Multiple Brands
#13
A CCM platform should allow you to use styles to support multiple brands or to quickly
change the look and feel of your communications (as part of a rebranding exercise)

Invoice - One Template Multiple Languages

Invoice - One Template Multiple Languages
#15
A CCM platform should allow you to use multiple languages in one template to allow
efficient design and maintenance of templates.

Invoice – Opened or not?
If your email contains links, the usage
of those links (images or hyperlinks)
must be tracked by the CCM platform
#12

Mobile App
#16
Don’t make mobile
communication a separate
responsibility in your
organization!

Invoice - Mobile
#17
Why reading a PDF
file on a device that’s
designed to interact
with?

Invoice – Interactive on Mobile

Invoice – Interactive on Mobile
#18
A CCM platform should allow you to design dynamic and interactive communications

Contest
#19
A push notification is a channel of
communication
#20
Your CCM platform should make
integration with Google, Android and
Windows push notification services easy.

Contest
#22
A mobile form should be able to use
the capabilities of the device such
as a camera or a GPS.

Contest
#23
A CCM platform should allow you to
design, compose and deliver mobile
forms

Tickets
#24
A CCM platform should allow you to design, compose and
deliver SMS messages and notifications

The Kodu Experience
Tickets
Winner
Confirmation
Contest Form
Contest
Invitation
Invoice
Appointment
Confirmation
Proposal
Request
Proposal
Confirmation
Request
Proposal
Form

The 10+ Insights

Insight #1
Centralize
Communication
Departments Communication
Tools
Channels
customer organization
InformSellService
SearchChooseUse
Centralized
Communication
Platform

Insight #2
Don’t Forget
Maintenance
languages brands document
types
templates

Maintenance Efficiency Enabling Features
Multiple Language SupportStyles
Reusable Objects Process Builder

Insight #3
A CCM Platform
Empowers the
Business Users

Insight #4
A CCM platform
integrates into
your environment

Insight #5
A CCM platform
enables
Wording &
Structure
Layout:
Look & Feel
But it is not the
magical solution

Results
Letters +17%
Calls -13%
Letters +18%
Calls -24%

Insight #6
A CCM platform
orchestrates
channels
It’s not only about the channels,
but also about the
interaction between channels
(communication schedules)

Communication Schedules: Simple Example
Email
Done
Send email to known email address & don’t care about bounces or opened links

Communication Schedules: Extensive Example
Send email to known email address & monitor bounces and opened links
If bounced, send printed letter via the postal office
Include QR barcode in letter with link to form to update email address
Email
Central
Print
Form
Done
We tried contacting you on your email address
john.doe@host.com but failed. If you want to
correct your address or want us to stop trying,
visit www.koduconstruct.com/john.doe or scan
the barcode to go there directly.

Communication Schedules: Complex Example
Email
SMS
Form
Email
Central
Print
Form
Done
Send email to known email address & monitor bounce, open and click behavior
If bounced, send email with link to form to update email address
Update personal details, including email address
Send email to new email address & monitor bounce, open and click behavior
If not read within 3 days, send printed letter via the postal office
Include QR barcode with link to form to update email address
These kind of
communication schedules
should be easily configurable
within the CCM platform

Insight #7
A CCM Platform
provides valuable
information

Insight #8
A CCM Platform
implements a
vision
Vision
Develop a vision around customer communication
management
> Establish a CCM Center of Excellence
> Digital communication is a journey, not a
destination

Insight #9
A CCM platform
isn’t built in a
day
Start Small Grow Big
Identify key projects and key integrations
> Learn as you grow
> Grow a supporter base
> Increase your success rate
Implement per project with vision in mind

Insight #10
A CCM platform
is not the only
success factor
Success Factors of a CCM Project

Insight #11
A CCM platform
needs a Center
of Excellence
Involve all
stakeholders

Insight #12
A CCM platform
evolves with its
stakeholders
Future Starts Now
Change is inevitable
> Expectations of your customer will change
> Expectations of your employees will change
Choose an innovative CCM vendor that has a
focus on communication now and in the future
> New releases on a regular basis
> Stakeholder involvement (users, partners,…)

Insights
 A CCM platform
 Centralizes communication
 Makes maintenance efficient
 Empowers the business users
 Integrates into your environment
 Enables
 Orchestrates channels
 A CCM platform
 Provides valuable information
 Implements a vision
 Isn’t built in a day
 Is not the only success factor
 Needs a center of excellence
 Evolves with its stakeholders

Results

Results to expect from a successful CCM Implementation
> Increased customer experience
> Reduced operational cost due to consolidation of different tools
> Increased transparency about the communication process (costs, channels,…)
> Reduced dependency on IT & shorter time to market as business are empowered

Questions?
Click here for more information:
www.scripturaengage.com

Customer communications management strategy

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