CCM's essential role in the Asia Pacific CX Ecosystem

Customer communications management (CCM) is evolving from its modest roots as a standalone solution to a vital component of member experience management.

The "experience economy" is motivating superannuation funds to provide digital-first, proactive, personalised experiences at every step of the member journey. In a rapidly changing and commoditised industry such as superannuation, the new and evolving environment requires super funds to pursue a member-first approach to experience delivery. The industry is witnessing an amalgamation of funds into what will become 'mega super funds', as well as the convergence of digital, cloud-based customer engagement technologies. Against this backdrop, Omdia and Quadient conducted a survey in January 2022 across financial services, banking, utilities and telecommunications.

Key objectives include the following:

• Determining whether companies are considering integrating customer communications management (CCM) technologies into their wider CXM ecosystem
• Outlining the motivating factors for integration
• Identifying the opportunities realised from including CCM into their customer experience (CX) ecosystems
• Discovering the barriers stalling advancement

The survey was administered to 419 CX-focused leaders in Singapore, Australia and New Zealand in roles consisting of directors, managers, corporate management and department heads. They represented the contact centre, IT, operations, digital, marketing, communications and CX departments. The industries represented included utilities, telecommunications and the financial services and banking sectors. Representation spanned mid-size enterprises (501–1,000 employees), enterprises (more than 1,000 employees) and large enterprises (more than 5,000 employees).

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