Customer Communication Management (CCM) is playing an increasingly important role in enabling organisations to communicate effectively with their customers. This is particularly noticeable in the financial industry. In addition to expectations of a seamless and personalised customer experience, financial solutions also need to maintain a high level of security when it comes to communicating with customers. At the same time, the capabilities of CCM solutions are changing as technology and customer needs evolve.
Let’s take a closer look at the current trends in Customer Communication Management and how they affect organisations using financial solutions. With the right support, it is possible to communicate better, helping to gain the trust of your customers.
CCM is increasingly important in the financial sector
Today, customer relationships are a competitive advantage for financial services companies and are based on effective, personalised and secure communication. Customer Communication Management solutions are important in this sense, for example to optimise customer communication and improve the quality of customer interactions. As communication becomes more and more digital, it also becomes an increasingly important factor in increasing customer satisfaction. What is happening right now in customer communication management, especially when it comes to the financial industry with its high demands on security, is that the development is moving towards improved customer experiences and the ability to meet increased regulatory requirements.
Since today’s customer communication is mainly via digital channels, CCM solutions need to be built to handle everything from email to social media. Most importantly, customer communication needs to be smooth and consistent in order to provide the unified experience customers expect. Today, customers have many options to choose from, and they are not afraid to switch. For example, more than half of financial customers say they would switch providers to get better digital experiences. While the financial industry today has a relatively high level of digital maturity, many companies are still struggling with legacy systems that make it difficult to keep up with the new demands for digital communication and security. Against this background, we will look at the trends affecting the development of the field of customer communication management.
Customer Communication Management trend 1: A personalised omnichannel experience
If we start by looking at the all-important customer experience, it is above all omnichannel that dominates when it comes to what today’s customer communication management should be able to do. This means being able to get the same information, feeling and service regardless of which channel the customer uses to communicate with the company. Financial customers want a consistent and personalised experience when communicating with their suppliers. Here, the omnichannel experience has become the new standard for good customer service. Customer communication management needs to deliver a seamless communication experience across all channels to meet these expectations. Modern customer communication management helps provide customers with more communication options and faster service. In addition, the CCM solution offers a range of self-service features that allow them to access information and documents how, where and when they prefer.
An omnichannel experience also needs to be personalised. In Salesforce’s study The future of financial services, personalisation tops the list of what customers in the financial sector are missing. They want seamless omnichannel communication with personalised content. Here, modern customer communication management solutions can create more personalised customer experiences by using historical customer data and preferences to help shape a unique and relevant experience. Something that is key to customer loyalty today.
Customer Communication Management trend 2: New technologies
The development of customer communication management is of course also greatly influenced by new technologies – especially AI. AI-driven tools make it possible, for example, to automate and optimise content creation, to adapt communication based on customer preferences and different channels, or to use chatbots that can provide 24/7 customer service. Using AI in customer communication management helps to make customer communication much more efficient, as well as more personalised and relevant. This in turn leads to increased customer engagement and satisfaction.
Some of the other technology trends that we see right now in customer communication management are:
– Natural language processing (NLP), an AI technology that can be used to understand the intent of customers‘ questions in order to respond in a personalised and appropriate way.
– Headless API that enables seamless integration with other systems and functions, making customer communication management solutions more flexible, scalable and future-proof.
– Cloud solutions that help increase flexibility and scalability.
– Microservices that enable modular development. This makes it easier to customise features to meet changing customer needs.
Customer Communication Management trend 3: Security and digital trust
Another important trend in customer communication management – when it comes to the financial industry – is data security. Both in terms of compliance and what is called digital trust. Customers want to feel safe in their interactions, and an organisation’s digital trust is based on how they can protect users‘ information and interests in the best possible way. For example, by offering safe interactions, secure data and document exchange, identity verification, e-signatures and other security features. So in addition to managing regulatory compliance in the financial sector, customer communication management solutions also need to be able to ensure the integrity of customer communications.
What does your company need for customer communication management to meet today’s challenges?
We can summarise the trends in Customer Communication Management in the following points:
– An increasing demand for improved customer experiences. Especially through personalised and consistent omnichannel communication.
– Digital transformation and new technologies. Such as AI and APIs that help make the customer communication management solution flexible and scalable.
– Enhanced security to meet new regulatory requirements and also ensure that customers‘ demands for safe communication are met.
Can your current platform handle this? What will be required of today’s customer communication management solutions is, above all, that they are scalable and compatible with the evolution of technology. Older platforms may be limited in the possibilities to build on them with new solutions.
The ability to adapt the technology to the company’s changing needs has been the basis for the development of our CLVR platform at Aptic. We know that technology solutions in the financial sector need to be easily adaptable to both your needs and those of your customers. That’s why our platform has a component-based architecture that allows you to customise it according to your specific needs and processes. The platform also has extensive API integration capabilities that allow you to easily develop it further. For example, with customer communication management solutions for omnichannel, AI and higher security. At the same time, the platform has a high level of automation that helps to give you more efficiency and better control.
Do you want to know more about how Aptic’s digital CLVR platform can facilitate and streamline your Customer Communication Management? Contact us and we will help you!
