The final product of a good CCM program is usually a few pages of black text printed on white paper, folded, and inserted into a standard-size window envelope. On a surface level, it doesn't seem that complicated.
However, the people who work with CCM programs know that couldn't be further from the truth. Mixing government policies, incorporating variable content full of PII and PHI data, and keeping up with unending change management and lightning-speed turn-times make this complicated work.
These complications would be easier to understand if there was a common language within the CCM industry – and there is one. However, a few twists can add a layer of unnecessary confusion to a CCM discussion.
We'll identify some areas of confusion and offer clarity so we can help you better navigate the CCM buzzword bingo and make your work life a little easier.
When discussing documents such as invoices, statements, or notification letters, you'll most likely hear one of three terms applied:
Customer Communication Management
This has become the de facto term for financial transactional information between a company and its customers – invoices, monthly statements, explanation of benefits, tax documents, etc. – and communications that include sensitive and legal topics – payment past-due letters, mortgage default notices, denial of coverage letters, mortgage warnings, etc. Given the broad topics a company needs for its enterprise communication program, the term' customer communication management' is the most appropriate, all-encompassing moniker.
Transactional Communication
Perhaps the second most common term used for enterprise communication programs, 'transactional communication,' gives only half the picture. From welcome letters to highly sensitive, mandated notices, communications can go well beyond 'transactional' and touch upon highly consequential, legal, and emotional topics.
Critical Communication
This term is the other side of the CCM coin that 'transactional communications' didn't touch upon; it focuses on sensitive communications while missing the transactional component. Additionally, the term loses some of its precision in the digital world, as modern digitally transformed companies would say their marketing communication – particularly its electronic channels – is equally 'critical.'
These three terms are synonymous; however, customer communications management is the most inclusive and comprehensive term.
Omni-Channel
During the 90s and 00s, CCM providers used multiple communication channels. The key channels were print & mail and email, while online viewing and SMS text also started to take hold. These channels were "siloed" – they operated separately, with their own composition engines, work groups, deployment mechanisms, and reporting apparatus. Coordinating them into a single, efficient workflow was a challenging approach often called multi-channel delivery. However, as technology evolved, producing and deploying any channel from a standard workflow made it an 'omni-channel' solution.
Data Processing
In the CCM world, data processing refers to specific tasks required to produce customer communications successfully. In our digital world, few things can be done without data processing.
Given that most medium to large companies have several legacy information systems, many of which feed data into customer communications, there is a need for data processing expertise to consolidate the many types of input coming from these systems. There's also often a need for 'on the fly' list editing to remove records that should be suppressed.
Additionally, like the analog print & mail channel, the new electronic output channels of email, SMS, ISPs, and telecoms have rigorous requirements around what they will accept for output. For example, the USPS has strict standards around address hygiene, move updates, and IMb coding. It's within data processing that these requirements are programmed and processed.
Page Composition
This workflow step defines CCM production – where all business rules, processed data, and graphic design elements come together to form pages the consumer reads. As discussed in the previous section, the composition must conform to the exacting requirements of the delivery channel, whether print, email, SMS text or online viewing.
Given CCM communications contain significant amounts of variable data, each page for each record is essentially one-to-one communication. For example, if a monthly mortgage statement has one million records, the output will contain one million unique pages. This workflow step must also happen at lightning speed to deliver the service level agreements to which CCM programs must adhere.
These heavy demands mean a CCM program can only succeed with:
CCM Platform
Though ubiquitous, each industry has a slightly different definition of what the word 'platform' means to them. In the CCM industry, a platform is a solution that combines propriety programming, software products, real-time information, and a user interface built specifically to handle the early stages of CCM production.
More specifically, a CCM Platform :
For additional information, please see our blog post What is a Customer Communication Management Platform?
Business Continuity versus Disaster Recovery
Business continuity refers to a short-term interruption of services, while disaster recovery is longer-term. Short-term events, such as weather interruptions from snow or ice, can shut down a facility for a few days, often because production workers cannot safely commute. As soon as the weather improves, production starts back up. While the interruption is brief, it impacts the quick service level agreements common in CCM production. Even when a facility shuts down for only two or three days, a backup option must be activated to comply with deadlines.
On the other hand, disaster recovery describes facility shutdowns that go on for a week or longer due to catastrophic weather like a hurricane, tornado, or fire. Physical space may need to be rebuilt, new equipment acquired, material re-assembled, and new data servers configured. As such, activating a redundant site during a longer recovery period becomes a more comprehensive endeavor. A top-tier service provider can provide both types of emergency response.
Relationship Marketing
As the first section of the article details, enterprise communication is divided into two basic areas: transactional and marketing communication.
However, working with some of the most forward-thinking companies in America, Venture Solutions noticed the rise of a third type, a hybrid of the two: relationship marketing.
It combines the non-selling aspect of transactional communication with the personal touch of marketing communication. Some topics common in relationship communication include important policy changes, such as diversity initiatives, leadership changes, or updates on civic engagements. Such communication often strengthens relationships with current customers and fosters ongoing loyalty.
Digital advancements and quality improvements from service providers like Venture Solutions have given rise to the relationship marketing approach. New capabilities in electronic delivery, including email, SMS text, and high-speed inkjet printer improvements, deliver quality omni-channel output for marketing communication.
Venture Solutions offers comprehensive transactional communication platforms that drive digital transformation through omni-channel delivery, focusing on personalization, automation, and customer experience.
Venture Solutions has everything you need to deliver next-level customer communication service, whether you already have an omni-channel communication strategy or need help getting started. Our customer communications management software helps organizations realize the benefits of omni-channel delivery, including reduced costs, improved customer experience, and greater operational efficiencies.
Our CCM platforms include:
Let's collaborate! Contact Venture Solutions today to learn more about transactional communication strategies.
