Understanding changing ownership of CCM technology in CX-led organizations
The State of the CCM-to-CXM Evolution
'CCM-to-CXM transformation' is a term increasingly being mentioned in the context of customer experience, but what exactly does it mean? Global analyst and market research firm, Aspire Customer Communications Services (CCS), defines it as "the practice of managing all interactions that a business conducts with its customers with the express goal of improving the perception that customers have about their business."
In essence, it's the shift from managing customer communications—to managing all channel interactions as part of a connected, holistic customer experience, otherwise known as Customer Experience Management (CXM). Organizations with high levels of CXM maturity report higher customer loyalty and satisfaction.
Accelerating the Shift with CX-led Communications Management
According to Adam Firbank, Senior Consultant at Aspire, enabling CCM-to-CXM transformation requires a new organizational framework that shifts communications control from IT to those who understand the customer journey best: Customer Experience (CX) teams. Their 'State of CCM-to-CXM Transformation, 2022' study found that CX teams control customer communications management in 54% of businesses that have achieved full CXM maturity. To help you adopt a CX-led communications management model, we've commissioned an exclusive Aspire point-of-view report.
Download the report to learn how you can:
- Create a structural framework that transfers CCM ownership from IT to customer-facing teams
- Establish a Center of Excellence that informs communications strategy and ensures consistency
- Increase both customer and employee satisfaction with CX-led communications management
- Improve operations and reduce risk by aligning CCM with Customer Journey Management
- Achieve CXM maturity with a centralized model that prioritizes superior customer interactions
Achieve CXM maturity with a CX-led communications model! Complete the form at right.
