Businesses must design for better digital experiences – HP
Article Synopsis :
Customer communication management (CCM) programs must be expanded in scope to achieve desired results in the emerging digital landscape.
In the whitepaper “Businesses must design for better digital experiences”, HP argues for the expansion of CCM platforms, from customer experience to customer engagement and customer lifetime value creation.
The paper blueprints the CCM transformation process and presents five tips to help design a CCM system that’s relevant in the digital age.
User expectations have changed and customers prefer transacting with providers attentive and responsive to their continually evolving needs. It’s this dynamic that makes traditional approaches to CCM obsolete. A complete re-think of CCM to support agility, innovation, and growth, in addition to attracting and cementing customers, can also help reduce costs and mitigate risks (e.g. digital) to the business.
To this end, 5 Best Practices to guide strategy and action on CCM are as follows:
- Design as per customer understanding. What do you want recipients to understand?
- Design to drive action by making the instruction user-friendly. What do you want recipients to do or not do?
- Design both for digital and non-traditional touch points to enable cross-channel communication. Do recipients have a seamless cross-channel experience?
- Design to align business user profile with business process. How do you involve business users? Do they own content and messages? Can they help personalize communications for the front office?
- Design customer-centric communications from the inside-out and outside-in. What do you do to modernize your processes and systems of interaction to deliver on consumer expectations for seamless cross-channel interactions?
A helpful table enumerating relevant business challenges and the real-life solutions provided by a single CCM solution is also provided.
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Digital Insurer's CommentsInsurance carriers – as several papers in this Library attest – aren’t strong as a class communicating with customers. The problem is Digital shifts the balance of power putting customers in charge, and the communication ‘problem’ goes from bad to worse.
Effective communication is about quality not quantity. Digital users don’t want ‘more’ messaging but accurate information presented in a timely fashion on the desired channel, saving time and hassle. An effective CCM program actually helps policyholders spend less time with your brand, not more.
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