Many companies have embarked on digital transformation – typically defined as initiatives to digitize operations, develop new business models and enhance how customers are being served. An improved customer experience (CX) is a key outcome of digital transformation, as consumer expectations are constantly rising and loyalty is easily lost if those expectations aren’t met. The quest to develop a better customer experience has a big impact on how a business communicates and interacts with its customers.
For customer communications management (CCM) professionals, the shift to a digitally-driven CX has numerous implications, including:
1. Marketers and Line-of-Business (LOB) professionals are increasingly driving CCM investments. They are interested in using CCM strategically – in other words, how can communications be used more effectively to drive business growth, increase retention, drive more upsell/cross-sell and create more customer loyalty.
2. Digital-first is becoming a must-have, rather than a nice-to-have, as consumers are increasingly expecting world-class digital experiences, especially from major brands.
3. Business users need to be empowered to make content changes themselves without having to rely on IT. Excellence in CX is strongly impacted by the level of empowerment given to customer-facing staff.
4. A stronger need to leverage visual content, such as Interactive Personalized Videos, to convey complex messages to consumers with time constraints.
5. The need for IT leaders to become technology brokers, using modern systems that are future-proof and scalable, so that whatever technology or software comes next, businesses can easily adapt. There are plenty of those trends already looming on the horizon, including conversational UI, machine learning and voice technology.
It is critical for CCM professionals to be aware of what is coming just around the corner, to assess what you currently have and to understand what to improve so that you are in good shape for the future. The world is changing very rapidly. If your customers are changing faster than you, you will only have a short window of time to course correct or lose them for good.
Accenture CEO Pierre Nanterme famously mentioned that “digital is the main reason just over half of the companies on the Fortune 500 have disappeared since the year 2000”. Let’s make sure you’re not one of them.
Read our white paper by Paul Greenberg — author of “CRM at the Speed of Light: 4th Edition” and Managing Principal of The 56 Group LLC — for a realistic picture of digital transformation, its purpose and how to best approach it.