CCM: A strategic choicethat needs expertise
David Geleyn EDP
12 February 2015
Copyright © 2014 Scriptura Engage
Copyright © 2014 Scriptura Engage
Customer Communications Management (CCM)
http://en.wikipedia.org/wiki/Customer_communications_management
Copyright © 2014 Scriptura Engage
A customer experience provided by a
fictive construction company
The Kodu Experience
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
Copyright © 2014 Scriptura Engage
#03
Guide the user as much as possible with
an intelligent form
Request Proposal
Copyright © 2014 Scriptura Engage
#04
Your CCM platform should allow you to
design forms in an easy-to-use graphical
designer.
Request Confirmation
Copyright © 2014 Scriptura Engage
#05
Use the communication preference in every touch
point. Only send email in case customer preferred
digital communication.
Request Confirmation
Copyright © 2014 Scriptura Engage
#06
Your CCM platform should allow you to design emails in an easy-to-use graphical designer.
CCM Platform Analytics
Copyright © 2014 Scriptura Engage
#07
You should have all information about
your communication processes accessible
all the time!
Create Proposal
Copyright © 2014 Scriptura Engage
Pages are not editable
Pages can only change
with data manipulations
Create Proposal – Interactive Composition
Copyright © 2014 Scriptura Engage
#08
Make sure your CCM platform allows your back
office employees to interactively compose a
document (within boundaries)
Proposal
Copyright © 2014 Scriptura Engage
#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
Copyright © 2014 Scriptura Engage
#10
HTML 5 forms can also be integrated in
you business applications to start
communications.
Appointment
Copyright © 2014 Scriptura Engage
#11
From a customer experience
perspective, it is useful that an
appointment can be added to
calendar with ease
Invoice
Copyright © 2014 Scriptura Engage
#12Your CCM platform should allow the usage of graphical features to make your
communications more appealing
#12
Invoice – One Template Multiple Brands
Copyright © 2014 Scriptura Engage
#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
Copyright © 2014 Scriptura Engage
#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?
Copyright © 2014 Scriptura Engage
If your email contains links, the usage
of those links (images or hyperlinks)
must be tracked by the CCM platform
#12
Mobile App
Copyright © 2014 Scriptura Engage
#16
Don’t make mobile
communication a separate
responsibility in your
organization!
Invoice - Mobile
Copyright © 2014 Scriptura Engage
#17
Why reading a PDF
file on a device that’s
designed to interact
with?
Invoice – Interactive on Mobile
Copyright © 2014 Scriptura Engage
#18
A CCM platform should allow you to design dynamic and interactive communications
Contest
Copyright © 2014 Scriptura Engage
#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
Copyright © 2014 Scriptura Engage
#22
A mobile form should be able to use
the capabilities of the device such
as a camera or a GPS.
Contest
Copyright © 2014 Scriptura Engage
#23
A CCM platform should allow you to
design, compose and deliver mobile
forms
Tickets
Copyright © 2014 Scriptura Engage
#24
A CCM platform should allow you to design, compose and
deliver SMS messages and notifications
The Kodu Experience
Copyright © 2014 Scriptura Engage
TicketsWinner
ConfirmationContest Form
ContestInvitation
InvoiceAppointmentConfirmation
ProposalRequestProposal
Confirmation
RequestProposal
Form
Insight #1
CentralizeCommunication
Copyright © 2014 Scriptura Engage
Departments Communication
ToolsChannels
customer organization
Info
rmSell
Serv
ice
Searc
hChoose
Use
Centralized
Communication
Platform
Insight #2
Don’t ForgetMaintenance
Copyright © 2014 Scriptura Engage
languages brands document
types
templates
Maintenance Efficiency Enabling Features
Copyright © 2014 Scriptura Engage
Multiple Language SupportStyles
Reusable Objects Process Builder
Insight #5
A CCM platform enables
Copyright © 2014 Scriptura Engage
Wording &
Structure
Layout:
Look & Feel
But it is not the
magical solution
Insight #6
A CCM platform orchestrateschannels
Copyright © 2014 Scriptura Engage
It’s not only about the channels,
but also about the
interaction between channels(communication schedules)
Communication Schedules: Simple Example
Copyright © 2014 Scriptura Engage
Done
Send email to known email address & don’t care about bounces or opened links
Communication Schedules: Extensive Example
Copyright © 2014 Scriptura Engage
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
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
Copyright © 2014 Scriptura Engage
SMS
Form
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 #8
A CCM Platform implements a vision
Copyright © 2014 Scriptura Engage
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
Copyright © 2014 Scriptura Engage
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
Copyright © 2014 Scriptura Engage
Success Factors of a CCM Project
Insight #11
A CCM platform needs a Center of Excellence
Copyright © 2014 Scriptura Engage
Involve all
stakeholders
Insight #12
A CCM platform evolves with itsstakeholders
Copyright © 2014 Scriptura Engage
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
Copyright © 2014 Scriptura Engage
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 to expect from a successful CCM Implementation
Copyright © 2014 Scriptura Engage
> 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:
Copyright © 2014 Scriptura Engage
www.scripturaengage.com