Every Customer Connection Matters

November 5, 2020

Every purchase says a story of its own ─ the, customer experience with your business. The plots of these stories are the customer relations you create and maintain with the mind-set that every interaction is important. The customer relation today is a lot data-driven. Data offers the capacity to gain an accurate understanding of customers through analytics to provide even better customer experience. This is the mantra to survive in today’s highly competitive business scenario.

Everything boils down to establishing a sound customer communication system. Customer knowledge is power and data transforms that power into business edge. A holistic approach to customer communication uses Customer Relationship Management (CRM) tools to ensure sound and a proper business intelligence tool that deciphers customer data. It helps retain customers and acquire new ones ─ sales automation set an organisational standard in acquiring new customers; marketing automation streamlines and measures marketing and automates response to customer queries; and Customer Analysis makes better business decisions.

However, best efforts at fulfilling customer expectation can be challenging in absence of strong Customer Communication Management processes.

What Clicks?

What do you need to fulfil this is the right kind CCM tool and an easy #data access through BI. The combination of these two can create a unique user experience.

CCM helps creating, managing, and fulfilling customer communications. There is no universally defined rule for managing customer communications. A good CCM tool should work like it is tailor-made to your customer communication requirements.

CCM has moved from being printed document-centric to more centralised communication platforms. They operate across business functions integrating a range of business applications, support complex and regulated use cases, and leverage online template editors tailored to various requirements and job roles. Adoption of such systems creates more engaging and optimised customer communications.

There are four effective CCM solutions that can fast track your customer communications.

Automate Document Composition

Customer communication demands near real-time processes. How many times did you hear your frontline marketing and sales cribbing about tedious documents compositions?

According to Gartner, an Automated Document Factory (ADF) is an architecture and set of processes to manage high volume document production and delivery of mission-critical documents, either print or digital.

You can generate a high volume of communication documents using ADF. This frees up your employee’s time for other issues faced by your customers and more strategic work for a better customer engagement and customer satisfaction.

You may have document templates for logos, graphics, and sub-documents in a single place for easy access. How do you get the right template for the right document? How do you ensure a quick turn around? How do you generate on-demand documents for which you may not have a template? You face major issues popping up just because you do not have the reliable software. The right software helps you manage customer facing document templates effectively and reduces the time and cost required of maintaining them as well.

An ADF can also run fully automated, high-volume batch jobs like monthly statements, invoices, letters, notices, annual reports, and many more. It fast-tracks on-demand documents (individual statements, quotes, or certificates) creation whenever customers request for them. In addition, your automated letter and document generator simplifies complex workflows. Any complex communication processes from initial design to final delivery is easily communicable with ADF ─ define participants, roles, and the workflow associated with customer communication management processes easily. Above all, an efficient communication design will enable you to bring internal and external stakeholders on the same page.

A good ADF fully coordinates data collection and aggregation, redlining, review and approval processes, final assembly, distribution, and post-delivery activities. And all these are tailor-made to your budget.

Communicate Efficiently

Effective customer communication has been rendered easier with traditional document composition vendors building their digital platforms.  Some such vendors are: Quadient (formerly GMC Software), OpenText, XML-based cloud vendors such as Smart Communications and TopDown Systems as well as more specialised providers like Messagepoint, Striata, and XMPie by Xerox. Their cloud-based solutions have redefined the term “document composition”. They enable faster and cost-effective deployments of online design and authoring. Once these are integrated with the mobile technology customer #communication will surely move to a different level altogether.

Business Automation

Business Automation solutions (i.e. Adobe, ISIS Papyrus, Kofax, OpenText, and Objectif Lune) speed up business processes involving negotiated documents, case management, or business workflows. These solutions can be tailored to fit any specific industry. They capture and extract data; digitise account creation, activation, and onboarding experience; electronic payments and bill pay services, robotic process automation, and machine learning technology.

Omni-Channel Adaptation

Finally, omni-channel orchestration solutions are based on data analytics. It is designed to understand the intent and context of communications. This uses the insight provided by machine learning and artificial intelligence towards best customer communications and meeting business objectives.

An Ideal Scenario

Who doesn’t want: to have the benefits of the entire automation process in a single tool; one Customer Communications Management (CCM) solution allowing you to create, manage and deliver seamless customer communications across all channels; powerful and flexible cloud deployment; to be free of  any existing infrastructural constrain yet have a future-proof communication?

Quadient Inspire

Quadient Inspire offers all these with comprehensive support for Red Hat® OpenShift®. It reduces time for development, testing deployment, maintaining and upgradation in public or private cloud environments. The communications are taken to the market faster with greater flexibility and highly scalable performance.

We make the best use of the manifold benefits InspireTM offers:

  1. Choose the channel of customer communication. A single design will deploy across all channels.
  2. Take advantage of using relevant channels for different types of content. This helps you empower the marketing, sales and operational personals and create a continuous engagement.
  3. Make your clients to consistently experience and be connected with your brand during every interaction with your company and get your brand message.
  4. Individualise communication design and upsell and cross-sell more effectively.
  5. Develop a rapid communication with your customers and reduce the time to market by up to 70%.
  6. Optimise response time establishes real-time two-way interactions with self-service communication.
  7. Inspire is built using CMMI development methods and ISO 9001 standards. This helps you establish an excellent communication quality.
  8. Inspire is highly scalable and is easily deployable into private or hosted cloud environments. It integrates with other cloud services, including CRM and ERP. So, you can dynamically use the customer data captured through these systems.
  9. You can produce a large volume of complex communications with accuracy, reliability and speed.

Every communication with your customer matters. When you have the right and cost-effective solution like Quadient Inspire at hand, your ROI can be as low as nine months.

Interested to discuss more, please feel free to contact the author at ashish.bhalla@dbppl.com

About Ashish Bhalla

Ashish has almost 30 years of industry experience in a wide range of business solutions primarily focusing on end-to-end customer experience management. He is the founder and CEO of Digital Business People (DBP), an omni-channel customer experience management company headquartered at Singapore with it’s development and delivery centres in India.

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