Here at Actuate, we get asked this question a lot: What exactly is Customer Communications Management (CCM)?
Consider organizations that handle vast amounts of information for millions of customers: cell phone bills, credit card statements or insurance policies. They need to ensure that the process that gets those statements to their customers runs smoothly, while managing every step in the data flow. The process also has to be flexible enough to respond to changing business, IT and customer requirements.
For that to happen, organizations rely on the six steps of CCM:
Data Acquisition and Analytics. To make it useable for transactional documents, raw data is captured, normalized and augmented to ensure accuracy and completeness.
Document Composition. Data is formatted in a way that’s visually appealing and user friendly, adhering to corporate brand standards and accommodating personalized advertising with intelligent, targeted trans-promo offers.
Document Processing and Transformation. Business rules are defined that outline how content will be processed, how and when data will be acquired, what composition templates will be used to format the data, where the resulting documents will be delivered, what repository the content will be stored within, what format will be used to store it and what index or metadata information should accompany that content.
Multi-Channel Delivery. Everything is formatted so that customers can receive their information in the way that works best for them, whether that means print distribution, online, smart phone or tablet access.
Electronic Archiving. Data is archived to satisfy regulatory requirements, provide high-speed search and retrieval for internal discovery and analysis, reduce internal helpdesk costs and improve information availability.
Portal Technology. CCM portals connect customer-facing applications with relevant content to increase information availability and reduce manual processing. Portals deliver communications in traditional static formats, like PDF, for simple statement review, as well as in interactive HTML formats that provide insight through rich graphical visualizations and allow users to interact directly with the transactional content.
Getting the CCM process right helps organizations use data effectively and efficiently.