4 Essential Steps to Modernize Traditional CCM for Digital CX Success

Companies around the world are being challenged by rapidly rising customer demands for consistent, highly personalized interactions, not just across digital channels and devices, but also with every department and contact encountered. In response, they are shifting away from traditional Customer Communication Management (CCM) practices to Customer Experience Management (CXM).

Central to the success of those efforts is the tight link between overall customer experience (CX) and digital channels. Salesforce found that 80% of customers say the experience a company provides is as important as its products and services. Similarly, 57% of customers now prefer to engage companies through self-service digital channels to answer questions and resolve issues. So, it’s no surprise that analyst firm Aspire reports that digital transformation and improving customer experience now are the top corporate communications priorities.

However, challenges with digital channel adoption still remain. For example, 79% of customers said they expect consistency across departments, but in the same research study, 56% indicated that they often have to repeat information to different representatives during a single contact.

Thus, the mandate for companies to become digital CXM leaders is crystal clear, but the road to achieving that goal remains fraught with challenges.

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