Adaptability in Business Communication:
Get it Right with CCM

Taylor Pettis    March 3rd, 2021  

Adaptability in Business Illustration

There’s a reason everyone goes for “agile” these days. Technological innovation requires us to be light on our feet. Though most leaders spend their energy trying to anticipate patterns of future innovation and transformation, companies should stop fretting about what comes next and focus more on adapting to whatever comes next. Adaptability in business relies on being open to embrace changes and using them to your advantage.

This is especially true with customer communications. Companies have to prioritize customer retention and lead generation amidst a flurry of short and long-term changes to business norms. Customer communications management (CCM) software empowers companies to meet their goals and make their business communications future-proof.

Reactive vs. Preemptive Adaptation

Taking on an agile mindset in business begins with recognizing two types of internal change. The first is reactive or immediate change, which entails a direct response to a straightforward, qualitative reason for adaptation. For example, if rain comes down, you put an umbrella over your head to avoid getting wet.

The other type of adaptation in business is preemptive or possible change. This is a response to disruption, but one that is planned and requires foresight. You do not know whether it’s going to rain or not, you just know that it someday will. In fact, you are 100% sure that if you go outside often enough, eventually it will rain. So – assuming you’re more careful than most people – you carry a small umbrella with you for those times when it does rain.


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With the advanced functionality of MHC EngageCX, CCM has never been easier or more impactful. Understand user preferences, customize communications accordingly, and deliver those communications to customers via their preferred channels or devices.

Adaptability In Customer Communications

Immediate change is simple quid pro quo. In your industry, it could involve some modification to an already-existing technology. Sometimes it’s “monkey-see, monkey-do”, where a first-mover adopts a technology, and others begin to see it as the new normal. Examples of this in customer relationship are any digital services you offer, mobile communications, or some form of interactive engagement. Currently, these technologies are in a phase where anyone now implementing them can be considered a late-mover.

But this immediate adaptation would have, at one point, been considered preemptive. Companies that were not ready for it – failing to establish a proper foundation or choosing early enough to pivot  – are now gone. You know how they say, “Once you see the tiger, you’re too late?” That’s a fitting analogy An adaptation approach of  “monkey-see, monkey-do” can all too easily turn into “you’re tiger food”. The harsh truth is that most business are probably not ready for preemptive change.

Disruption is based on a small minority of companies who through genius or good luck transform the markets. They were either first-movers or they had the resources to fully adapt and survive disruption. Others spend years and vast amounts of money trying to stay relevant, then drop out.

It’s been found that the longer it takes companies to adapt, the more difficult and expensive change becomes. And who knows what new technology could arrive once all the ducks are finally in a row? When the industry gets a face-lift, old goods and services die for the sake of newer, more convenient alternatives.

Of course, the degrees of disruption may vary. While we are focusing on the highest magnitude of disruption (something like the invention of smartphones or televisions), smaller, more common disruptors are ever-present. Government regulation and customer preferences always change incrementally and sometimes hand-in-hand with innovation to form industry standards.

Future-Proof Adaptability in Business

So being agile means being able to survive new industry standards and keeping up with the most recent trends in communication technology. This might sound like an obvious business need but if that’s the case, why are so many companies still not adopting agile business solutions? Maybe they’re convinced their strategy will stand the test of time or that they can develop new systems on their own and make whatever updates necessary when the need arises. Maybe they aren’t exactly wary of what it could mean for their business if their industry is truly disrupted.

When thinking about new business technology, we might only prepare enough for the long-term. As good as that sounds, to adapt to changes in the business environment effectively we should instead be concerned about future-proofing the business.  When we describe a future-proof solution, we’re talking about making a business disruption-proof for the long term and for the very extended future?


When it comes to customer communications, changes to the business are extremely volatile but small trends can easily turn into lasting movements, so staying on top of them is essential. Adaptability is key and to be able to implement changes to the company’s full range of communications effortlessly, you need an agile platform to support your needs. MHC’s customer communications management solution can make your business disruption-proof. Here’s how:

1. Our CCM solution is highly customizable – with unlimited support, and because it’s a one-stop-shop for customer communications, all parts get the updates they require.

2. CCM worries about the long-term for you – As part of being customizable and pacing with change, it has an omnichannel approach to communications.

3. CCM is innovative – it is a continuous disruptor, but one that puts your business in the spotlight. MHC drives change by implementing new solutions that greatly benefit customers.

4. Our CCM solution is scalable – it keeps up with your business as it grows. You won’t need to move to a different platform as your company’s reach increases because MHC accommodates your needs as you grow.

5. CCM helps you stay ahead of the times – not only does it help you deliver engaging communications to your customers, but it enables you to tend to customer preferences and then provides you with data on that engagement.

For example, with MHC, you can use two-way interactive documents that provide your customers with extensive data delivered in engaging formats resulting in a superior experience. But these smart documents also collect data on your customers in real-time as they scan through various interactive elements in the digital documents you deliver to them.

This customer data can be compiled in customer journey maps, that give you insight into what your clients engage with most and least in your communications, pointing out your strong suits but also the elements you need to change to adapt your business and increase your reach. Based on this, you can easily implement these changes throughout your entire range of communications and provide a stellar customer experience.

Adaptability in business is easy with MHC because we both drive and respond to disruption. We are always growing and changing, and we welcome everyone to do so with us. Yes, many technologies in many different industries have some claim to the word “agile”, but are they really? Is their response to change expedient or effective enough to boast? While other companies might catch a glimpse at the future, we like to believe that we see a fuller picture, and we see it sooner. Request a demo today and get a first-hand experience of our agile solution!


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