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What is Customer Communication Management (CCM)?


What does this new concept covers? How do you link it with CRM? ECM?


Opened by Anonymous , Sep 4, 2012.




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Dimitri Schmitz Solution Manager, bpost
Sep 6, 2012

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CCM is a piece of software used to compose, format, personalize, and distribute content to support physical and electronic customer communications and improve the customer experience.

A variety of environmental elements are affecting the discipline such as data
explosion, social media, the growth of channel and device choices together with the consumer demographics shift. We are now in a user-centered world where channels must converge to the users and you must consider multi-channel communication including paper (Way-Hay, I am working for bpost).

Analytics and feedback loops are also elements that should be considered within that CCM frame. In other words, how do you make sure you are collecting the business ineishgts from the each of the channel you are communicating through, and do you have a technical loop allowing the feedback from the channels to drive forthcoming communications.
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Antoine Fournier Head of ECM, Input and Output management, Zurich Insurance
Sep 4, 2012

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First of all, do not mix up with Coponent Content Management.
It seems there is confict about CCM meaning ...
http://www.cmprofessionals.org/index.cfm?fuseaction=Feature.showFeature&featureID=41

Let's talk about Customer Communication Management.
CCM is grouping technologies that target formatting, production and delivery of outbound documents. It means it will cover following fields:

- Data Extraction & management software
- Document composition software
- Archiving (Electronic document) software
- Post Processing Software (ADF)
- Print Management Software
- Electronic delivery (mail/web/mobile/sms)

Those fields are well described in Wikipedia (with more detail) :
http://en.wikipedia.org/wiki/Customer_communications_management.

I assume this new technic definition will also cover a guidance from software vendors toward better documents, less paper and more integrated technology. A good CCM software vendor should then provides soltions in those fields that can really help organizations improving their customer communication.

The link with ECM and CRM is then quite obvious : communications are content and need to be managed, as well as they are in the center of a suitable Customer Relationship Management solution.
In my opinion, an accurate and modern ECM solution should include CCM.
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