Choosing a CCM Platform for the Digital Age

Look for a solution that bridges older technologies and today’s workflows

Read the Gartner "Market Guide for Customer Communications Management" Report

For years, healthcare, insurance, and financial services companies have used customer communications management (CCM) to produce large numbers of transactional and marketing communications. These communications are often highly regulated and contain sensitive information that must be kept secure. But today, CCM platforms have transformed into dynamic, interactive systems that support personal, on-demand communications for experiences based on the customer’s preferences.

 

According to Gartner®, “CCM solutions typically include authoring and design tools, production services like composition and workflow, integration with source and delivery systems and applications, architectures that support deployment, and high security”. The best options enable growth and improved user experiences (UX) and customer experiences (CX).

For an in-depth look at cloud-based platforms that bridge older technology and today’s workflows—and advice on choosing a CCM solution—take a look at the ”Market Guide for Customer Communication Management” by Tim Nelms and Gene Phifer of Gartner.

Evolving Requirements

Investment and interest in digital channels have accelerated due to the COVID-19 pandemic, with businesses shifting from print to digital experiences. As a result, digital-first solutions are replacing legacy CCM platforms. These solutions enable interaction with users and integration with cloud app vendors. Although the majority of CCM batch processes have yet to migrate, a few leading organizations are using advanced solutions to deploy CCM batch processes in the cloud.

The trend is definitely toward the cloud, according to the report authors. With the focus on CX, particularly on digital channels, buyers want cloud-based solutions.

Gartner says, “By 2023, over 75% of all customer communication management implementations will be cloud or hybrid solutions.”

Vendors are responding with cloud software that lets enterprises consolidate CCM tools across lines of business and rationalize legacy content and templates. In addition, today’s solutions use a range of channels, provide smart and automated personalization, enable two-way interactions, and include tools that let even nontechnical business users update communications and manage content.

Contextualizing CCM for Lines of Business

According to Gartner, “the need for change is being driven by the wholesale redesign of CX across digital and nondigital channels. CCM is an important platform for CX, since it bridges both digital and nondigital experiences, which are essential to maintaining multi-experience services.”

Gartner further says, “Deploy design and authoring tools that share component content across multiple output formats, focusing on responsive design languages such as HTML5.”

Gartner also says, “The CCM market remains heavily focused on the requirements of highly regulated clients who need large volume, transactional document generation capabilities. The production of these documents has shifted from paper to electronic and is growing toward 50% digital delivery across industry.”

CCM providers can help lines of business by targeting evolving, niche applications, such as on-demand or ad-hoc use cases for buyers in marketing, sales, and customer service.

Selecting CCM Tools

Nelms and Phifer’s recommendations for CCM platforms include the following:

  • Make the capability to use digital delivery channels a primary CCM selection criteria.
  • Rationalize legacy CCM platforms using advanced artificial intelligence to analyze phrases and workflow technology.
  • Deploy design and authoring tools that share content elements across multiple output formats.
  • Target cloud deployments for interactive document generation and batch composition.
  • Target CCM tools for specific use cases.

 

To learn more about CCM market definition, description, direction, analysis, and recommendations, along with representative vendors, see ”Market Guide for Customer Communication Management.”

Read the "Gartner Market Guide for Customer Communications Management"

Gartner, Market Guide for Customer Communication Management, 9 June 2021, Tim Nelms, Gene Phifer

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