CCM 101: A Beginner’s Guide to Customer Communication Management Technology

Your CCM journey begins here

Designed with newcomers to Customer Communication Management (CCM) in mind, this guide will help you understand (in simple terms):

• What customer communications management (CCM) technology is
• What CCM does that other business applications don't
• Who CCM is for
• Why CCM a critical component of your enterprise tech stack
• How CCM can empower your staff to deliver meaningful customer interactions across the entire customer journey

Think of it as the 'Cliffs Notes' for understanding CCM technology.

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COURSE SYLLABUS

Lesson 1

What is CCM?

• Introduction
• CCM defined
• What is a communication channel?
• CCM capabilities

Lesson 2

What CCM delivers that Marketing Automation Platforms don’t

• Complex variable data
• Industry regulations
• Interactivity
• Digital forms and processes
• Complex document management

Lesson 3

Breaking silos & empowering business users

• Overcoming data silos
• Overcoming channel silos
• Overcoming organisational silos

Lesson 4

Connecting communications to the customer journey

• Capturing moments that matter
• What is journey mapping?
• 6 best practices for journey mapping
• What are journey analytics?
• Connecting CCM to journey management

Lesson 5

Making the right choice: hybrid vs. cloud communications

• Trendspotting: an aggressive move to the cloud
• The ‘land and expand’ model
• Benefits of cloud deployments
• CCM as a hosted managed service
• What is any-premise CCM?