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Customer Communication Management + Content Management = Delighted Customers
How can businesses improve the experience which they provide their customers? The analyst group Strategy Meets Action (SMA) suggests that technology can help. While SMA’s advice was addressed specifically to the insurance industry, but it likely would resonate with a much wider group of businesses.
What technologies would help most? 3CM, or the combination of customer communications management (CCM) and enterprise content management (ECM) says SMA. They see as the key to enhancing the customer experience for insurance customers is the ability to capture, create, manage and then digitally deliver content to their customers.
Mark Breading, partner at SMA, said that “the challenge right now is that so many companies are thinking about how to improve the customer experience and move towards this omnichannel environment where communications are more seamless.”
The SMA survey found that 48 percent rated document management as critical to success, and 40 percent said that they need technology for managing customer correspondence. Not surprisingly, insurance industry executives say they are more focused on how to achieve growth rather than technology. The report found though that businesses need to consider how technology could help them not only improve the customer experience and increase retention, but 3CM technologies also reduce operational costs and improve processes through automation. 65 percent in the insurance industry say that they’re investing now in 3CM to improve customer experience.
