The age-old saying goes, “Rome wasn’t built in a day”. In modern parlance, developing a new entity isn’t going to happen overnight, and neither will implementing a significant change to an already well-established organization. This concept holds especially true in the development of a comprehensive customer experience (CX) by creating and enacting a true CX implementation strategy.

Communication is at the heart of our society and its importance is felt strongly in the business world. Lasting relationships—including those between companies and customers—are built on these strong communications. As such, having a comprehensive strategy for customer communications elevates an organization's ability to connect and serve their customers.

In the past decade, an enormous amount of communication channels have emerged. Most notably, many, if not most of these new communication channels have become digital, a key indicator of the powerful shift toward an interactive world where businesses must be able to operate and communicate with their customers in this realm. ‘Digital-first’ does not necessarily mean digital-only: a digital-first mindset provides companies with greater agility and flexibility to communicate directly with their customer base.

When taking into consideration the impact that the COVID-19 epidemic has had on corporate revenues and government tax receipts, many organizations are looking to do even more with even less than usual. Departments in the private and public sectors are searching for ways to maximize operational efficiency and to accommodate employees working from home. When examined under the light of this “new normal”, leaders and managers should consider investing in a customer communications management (CCM) solution that leverages automation to improve operational efficiency while enhancing the experience for employees and customers.

A number of similar-sounding terms are currently being bandied about in the tech industry. To make matters worse, what were once distinct dividing lines defining content-oriented technologies, these boundaries have now become fuzzy. Let’s pause a moment and take a look at the similarities and key differences. You’ll come to have a better understanding of the relationship between customer communication management (CCM) and the customer experience (CX).

Companies and organizations build relationships with their customers through a series of events and communications. These strings of interactions are categorized as a customer journey and every customer’s journey is unique. Key to this concept is customizing the journey for each individual participant.