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CRM and CCM: What’s the Difference?

MHC Marketing    October 16th, 2018   

CRM and CCM Illustration

CRM software, or customer relationship management, manages your company’s relationships and interactions with customers – those you have and those you’re trying to convert into customers. A CRM system helps companies with sales management, productivity, and contact management, just to name a few.

While a CRM system, such as Salesforce, helps to streamline things, a CCM solution, or customer communications management, completes the customer management experience.

CRM has been around since the early 1970s, back when customer satisfaction and customer experience were evaluated by annual surveys with the results added to a spreadsheet. Today, CRM has grown to include everything from mobile to cloud-based solutions. Each year, 70 percent of businesses state they plan to increase spending on technology1.


Most businesses use and invest in CRM in some capacity. There are good reasons for this:

  • The average return on investment for CRM is $8.71 for every dollar spent.2
  • Effective sales organizations are 81 percent more likely to practice consistent usage of a CRM.3
  • 22 percent of salespeople still don’t know what CRM is, and 40 percent still use informal methods, such as spreadsheets and email programs to store customer data.4
  • CRM applications can help increase sales by up to 29 percent, sales productivity by up to 34 percent, and sales forecast accuracy by 42 percent.5

Gartner predicts that by 2021, CRM will be one of the largest revenue areas of spending in enterprise software.6 If your business is going to last, you know that you need a strategy for the future.


CRM systems have gotten better over the years, but they still lack some of the necessary things companies need to provide a rich customer experience. This is where a CCM system comes into play.

Customer communications management, when integrated with CRM, helps create a complete software solution for companies, allowing them to provide the best customer experience. While CRM tools give your business the means to collect and analyze customer data to better understand customer preferences and behavior, the emphasis is on driving a positive customer experience and pushing communications through various customer-designated channels.

Though the mechanics of the process can be extremely effective, an intense focus on CRM may distract from another vital component in the process that is often overlooked — the quality of the content that will go into those communications. Unless you can access the most appropriate content to fit the communications needs of every interaction, the CRM process can struggle to deliver optimal benefits with messages that may be perceived as a form letter or canned email response.


There’s no question that CRM software can help your company with sales, marketing, and more. But what about document generation? The ability to send personalized emails, or, for that matter, allowing for an omnichannel approach, giving your customers the option to receive communications from you however they’d like?

All of this creates a superior customer experience, and, according to Gartner, customer experience is the new battleground for businesses. Gartner believes that 89 percent of businesses are soon expected to compete mainly on customer experience.7 When you add CCM to CRM, you move your company ahead of your competition.


Our team at MHC has years of experience working with companies, just like yours, to create a CCM application that easily integrates with just about any CRM software they use. In order to provide the best customer experience, adopting the best customer communications management software should be a no-brainer.

To learn how MHC can help your company integrate a CCM solution with your current CRM system, contact us. We look forward to helping you on your path to better customer communications.


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