In the just-published Forrester Wave™: Web Content Management Systems, Q1 2015 report, analyst Ted Schadler discusses the role of web content management (WCM) systems in a customer journey. He lists the many tools and channels involved in managing customers' digital experiences in this graphic:

The Forrester Wave™: Web Content Management Systems, Q1 2015 report is out. Beyond Forrester’s usual leading-edge insights into this critical component of digital experience, we at Topdown see some important implications for customer communication management (CCM) as well.

For immediate release North Pole – Claus Global Enterprises, the beloved worldwide seasonal package delivery service headed by founder and CEO Kris Kringle, has announced its plan to adopt CLIENT LETTER document output for customer communications management (DOCCM) software from Topdown to enhance its customer engagement capabilities. According to Jingle Belle, Director of Elf Operations, “Every year, our volume of correspondence increases seemingly exponentially. As an organization that serves literally the entire planet, we’ve never been able to keep up with our correspondence the way we’d like. But now the children of the world are able to contact us through so many different channels, and they expect personalized responses and a great customer experience from us. We realized we need a customer communications management solution.”

Ah, Labor Day. A time to kick back from work and enjoy the last vestige of summer. Wouldn’t it be great if every day could be Labor Day? Or, at the very least, a lot less laborious?

“Hello. This is your friendly compliance agent. We received a complaint about your customer communications that indicate they may violate HIPAA regulations, the FCRA and even the CAN-SPAM Act of 2003. I need to review all emails sent between July 31, 2012, and July 31, 2014, within 30 days. Oh, and each separate violation is subject to penalties of up to $50,000.”

Company #1: EmblemHealth EmblemHealth had a problem. This large regional HMO and health insurance company, dedicated to providing excellent health coverage and administrative services to 3.4 million people, had less than excellent customer communications. They had previously used Microsoft® Word to generate communications to members, care providers and facilities, which resulted in templates scattered across nearly 3,000 desktops in 16 workgroups at seven facilities spread across three states.