DOCUMENT Fall 2023

Page 20

By Gautam Jit Kanwar

LEVERAGING CLOUD CCM TO ITS FULLEST Create a communication ecosystem that responds with agility to a changing customer communication landscape


t their inception, customer communications management (CCM) systems were designed to support print and mail operations. At the same time, many enterprises didn’t have print operations in-house, so work that needed to be printed was outsourced to print service providers (PSPs). However, as the features of CCM platforms expanded, so did their capabilities, impacting businesses and their operations. Coupled with consumers’ increasing preference for digital interactions, enterprises and PSPs were challenged with the need to adjust their



business models to deliver the experiences customers increasingly expected, while still ensuring business continuity. For some, the expedient solution to this was migrating part, if not all, of their business operations to the cloud. Doing so offered the ability to quickly access information on demand, scale as needed and ultimately be more efficient. It also provided the opportunity to reduce costs with the option to eliminate outdated legacy infrastructures, as well as physical hardware or software and ongoing maintenance. What seemed like a good business decision then for many reasons still is.

Customer communications thrive in the cloud In a transaction-based business, customers often only interact with an organization through monthly invoices, statements or other periodic documents, making it even more important to ensure that every communication sent to a customer is effective. There are a number of benefits to a cloud CCM strategy when it comes to producing customer communications that engage customers. First, a cloud solution makes it possible to interact with a business through a multitude of channels, such as email, SMS, chatbots or

Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.