Customer communications management strategy

CCM: A strategic choicethat needs expertise

David Geleyn EDP

12 February 2015

Copyright © 2014 Scriptura Engage

Agenda


Intro

Results

KoduExperience

Questions

10Insights


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


TicketsWinner

ConfirmationContest Form

ContestInvitation

InvoiceAppointmentConfirmation

ProposalRequestProposal

Confirmation

RequestProposal

Form


The 10+ Insights

Insight #1

CentralizeCommunication


Departments Communication

ToolsChannels

customer organization

Info

rmSell

Serv

ice

Searc

hChoose

Use

Centralized

Communication

Platform

Insight #2

Don’t ForgetMaintenance


languages brands document

types

templates

Maintenance Efficiency Enabling Features


Multiple Language SupportStyles

Reusable Objects Process Builder

Insight #3

A CCM PlatformEmpowers the Business Users


Insight #4

A CCM platform integrates intoyour 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 orchestrateschannels


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

[email protected] 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 addressThese kind of

communication schedulesshould be easily configurable

within the CCM platform

Insight #7

A CCM Platform provides valuableinformation


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 onlysuccess 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 itsstakeholders


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

https://www.scripturaengage.com/

Customer communications management strategy

Business

invoice copyright

appointment copyright

agenda copyright

request proposal copyright

request confirmation

communication preference

case customer

potential customer