What Is CCM, and
How Can It Benefit Your Business?
MHC Marketing November 4th, 2019
If you have ever hung up on a customer service call out of frustration or angst or stopped using a company because of bad customer experience, then you know the commercial benefits of offering good customer support and service. You’ve also already answered the question “what is CCM”.
CCM is the abbreviation for customer communications management. A CCM platform is designed to maintain superior communications between a business and its clients. Today it is used in almost every industry but has a large focus in banking, property and casualty, and manufacturing, because it works.
It is estimated that as many as 67 percent of customers will hang up on an automated system if they can’t reach good customer service. At the same time, if you have one negative customer experience, you’re going to need to provide 12 positive ones in order to compensate for that one unresolved problem.
That is where customer communication management comes in. Discover here the detailed answer to that important question, “what is CCM?” and start bringing the benefits to your team and business.
What is CCM?
It’s the abbreviation for customer communications management. An end-to-end CCM platform gives your company the ability to create, generate, and deliver many different types of personalized documents — millions of copies per day in dozens of different formats — via all possible electronic and traditional mediums using just one single platform.
Think about it, one digital platform that compiles all of your customers’ data and creates personalized communications for each one. It allows you to manage the entire communication process.
A CCM platform puts the empowerment in their hands for problem-solving with your brand. We’ve all had the experience of poor customer service and hang-ups when customer service or support problems aren’t managed well.
A solid CCM solution takes the angst out of customer support. You can use it for anything from subscription renewals, customer correspondence, bill payments and invoices, and a wide variety of documentation needs.
It also puts power at your customer’s fingertips. If you are able to use a CCM platform to contact a brand and avoid a lengthy hold process on the phone, you are instantly connecting closer to that brand and more likely to come back to use their products and services.
Imagine if you are about to board a flight on vacation and wanted to check about getting a credit card increase, or add on a travel insurance rider to your health plan.
Today, you could do that in a few minutes with a strong CCM platform and avoid a phone call that could cost you 15 to 30 minutes.
This helps the business make money and provides a product or service to you as well.
The banking industry is at the crossroads of this invention. But CCM can be used in any industry that wants to streamline its customer communication today.
A CCM Platform for the People
The benefits of CCM are obvious. The final answer is efficiency across all channels in business, which is in the advantage of both the business and the consumer. But let’s take a closer look at what CCM can do for your organization!
1. Streamline Customer Support
You can optimize the customer support process while also driving efficiency within every department of your brand. You are empowering your employees, and your customers as well. Not only that, but you will also gain more visibility with your brand, and could even attract new customers.
When one of your customers receives successful support via the CCM platform, they are more likely to recommend your brand or business to their friends and family.
How many times have you gotten a bonus or refund or a little surprise from a company that went out of their way to improve a negative experience you had? What was the first thing you did? You told everybody you knew about it.
You can improve all of your customer support needs through one platform when you use CCM. You can eliminate labor resources that may be sucking you dry or systems that might be as well.
.At the same time, you can create omnichannel communications in a way that streamlines all processes in your business.
2. The Numbers Don’t Lie
If you’re still wondering what CCM is and how much it can do for your company, then let’s take a look at the numbers for confirmation.
It is estimated that approximately half of the business leaders using self-serve or mobile platforms see reductions in business phone inquiries by 39 percent. Further, they experience a similar reduction in email inquiries.
Even better, sales are often improved by as much as 47 percent of businesses and 54 percent are seeing an increase in web traffic.
What this means is that not only can you use CCM to streamline your business and improve productivity, but you will also notice an immediate boost in your bottom line when you do.
The numbers don’t lie. When you establish a solid CCM platform for your brand and business, your customers notice.
They can help you improve your business, improve your sales, and even help you get more customers.
3. Make Every Customer Count
It is a no-brainer that good customer service drives sales, and bad customer service makes a business lose money. One study noted that social media and other digital tools help, with 33 % of customers saying they would recommend a business that offered fast responses.
In another study, 69 percent of millennials feel good about themselves when they can make a decision or solve a problem without contacting customer service.
And this is where the CCM platform comes in. CCM is the twenty-first-century answer to good customer service because it puts the power in the hands of the consumer. It is a tool that helps you to retain customers but also get new ones.
At the same time, it makes your customers and clients feel empowered to problem solve, while maximizing efficiency for your team and brand, across the board.
Less is More with CCM Platforms
Your company generates a lot of documents. A LOT of documents. Quite possibly millions of documents. The more customers you have, the more documents you will produce. The amount of time and money your company pours into dealing with these different types of documents can be quite a drain.
Fortunately, implementing a CCM platform will help your business succeed. In the past, your company might have thought it needed a lot of different pieces in order to have any semblance of decent customer communications. It’s time to shed that mentality and go with a “less is more” approach.
Less time and money, more efficiency
Without solid CCM platform, businesses have two paths for customer communications: generic or painstaking.
Going down the generic path, companies use one or two templates to create documents for all of its customers. No customer is unique, except maybe they have different customer ID numbers. Customers receive plain, bland communications that might or might not have anything to do with their interests. They receive it because all of the company’s customers receive it. Most times, communications like these end up in the trash can, so by “saving money” going the generic route, these companies actually end up wasting money by not using targeted communications.
Then, there’s the painstaking path, or the one companies use when they have six, seven, eight or more different programs pulling customer information from just as many different locations. The painstaking approach also typically involves several people in the IT department working with several people in the marketing department, who in turn are working with several people in the sales department, to come up with what is actually going to be sent out to their customers, but since there’s no true approval process, there’s really no telling if the right information goes out to the right customer.
By implementing a CCM platform, your company will be able to improve its outbound communications workflow while saving time and reducing costs. Reducing production times and cost, avoiding errors, minimizing compliance issues, streamlining the process, and optimizing the customer communications workflow are just a few of the benefits of CCM.
Joining all of the aspects involved in the design, production, and delivery of professional documents into one single, easy to use platform lets your company worry less about the technical aspects involved in the process, and focus more on delivering great customer experience.
Less bland correspondence, more interactive communications
By implementing a CCM platform, your company can create one intelligent document that engages your audience via an omnichannel experience.
The right CCM platform not only solves the technical aspects related to document production and management but makes it possible for each customer to get the right information — tailored to their preferences — at the right time.
Creating highly customizable, interactive, smart documents that incorporate and centralize information retrieved from several sources, into one intelligent document, based on each customer’s specific needs, is an integral part of today’s customer experience.
Programmed to offer a different individual experience to each receiver, these living documents allow customers to choose the information they want to see, the way they want to see it, in real-time, across different devices and communication channels.
Just imagine a document you can interact with, that has the same functions of a web page can have. One attractive sheet in which you can incorporate, or link to, all sorts of text/audio/video content that your customers get to interact with the way they want.
So, what is CCM? Your business can answer the question by implementing a CCM platform that makes every customer count. With over 121 billion messages delivered, become a forward-thinking company and discover the benefits of MHC today for all of your customer communication and engagement needs.
Below are some downloadable papers that will help fill in any blanks in the CCM puzzle you might have. For even more info, you can explore our infographics library!