In the simplest terms, Customer Engagement is getting the right message to the right people at the right time. Generally speaking, customer engagement approaches are built around two primary elements:
- Triggers – calls to action or a response to some form of stimulus that generates a specific customer behavior.
- Communication – customer response dictated by the “trigger” which increases the likelihood of furthering the customer experience.
A robust customer engagement platform must support the entire Customer Journey –
What’s missing from many Customer Engagement experiences is that customers don’t find a real reason to engage. They find that the message:
- Is not compelling
- Isn’t relevant
- Is not personalized
In a similar vein, customers’ expectation of the value they wish to derive from communications has evolved. The increasing popularity of Social Media and its persistent use by many demographic segments puts added pressure on a firm to improve the relevance of its communication content while also expanding (and making more interactive) the thrust of their customer contact opportunities.
A Content CX platform enables an integrated customer experience. Characteristics of a well-conceived process improvement model include the following:
- Integration with distributed back-office systems and full scalability – As a scalable platform, Content CX can be implemented across multiple lines of business (LOBs) and functional processing streams. Content CX links disparate back-office technologies into a cohesive customer communications framework.
- Greater customer loyalty and retention – Content CX ensures consistent branding and messaging across disparate customer communication channels. It delivers greater personalization and content relevancy that enables a 360-degree view of the customer that drives win back, up-sell and cross-sell initiatives.
- Lower total-cost-of-ownership (TCO) – As a Hosted Managed Services event, Content CX eliminates the need for redundant software tools.
- Process optimization and standardization – Content CX streamlines routine steps such as template modification and enterprise-wide monitoring, thus shortening the implementation to a few days or weeks rather than several disruptive months.
- Integrated communications sourcing model – Most companies have traditionally managed compliant customer communications in silos or within lines of business. Content CX ensures cohesive customer communications and compliance governance across the enterprise.
Content CX solutions help clients achieve this valuable interaction by a rigorous process that includes the following key components:
- Content management
- Data aggregation, acquisition and normalization
- Data analytics
- Document composition
- Content marketing and messaging
- CRM integration (Digital Servicing)
- Archival & Retrieval (Cloud Storage)
- Bill Payment Processing and/or Response Management
- Multi-channel Distribution (mobile, tablet, PC)
