Digital transformation has reshaped how businesses connect with customers. Traditional, document-centric approaches are becoming outdated. Dynamic, interactive experiences that integrate with your broader customer engagement strategy have become the norm. Because of this, it’s more important than ever to select the right communications platform. At the same time, that decision has become more and more complex.
This blog post aims to demystify the process. It details out essential features to look for in your next customer communications management (CCM) software. Plus, we highlight some industry trends that may help you in your selection process.
70% of organizations rank ease of use as a top factor when choosing a CCM platform.
Ownership of communications creation is shifting from IT to business teams. So, intuitive design tools are no longer a nice-to-have, they’re essential. Your marketing and customer experience teams need tools they can use to create engaging interactions without extensive IT support.
What to look for:
Why it matters: User-friendly tools reduce training time by 20%, improving overall productivity.
Collaboration features improve project completion rates by 25%, accelerating timelines.
The modern work environment is collaborative. Your CCM platform should support this and simplify teamwork across departments. Look for tools that allow real-time collaboration and streamline approval workflows.
Key features to look for:
Why it matters: Streamlined collaboration reduces miscommunication and helps meet deadlines faster.
35% of businesses report fewer bottlenecks with better project organization in CCM systems.
Keeping projects organized is critical to maintaining efficiency, especially for regulated industries. A strong CCM platform offers robust organizational tools.
Key features to look for:
Why it matters: Effective organization reduces bottlenecks, ensuring smoother operations.
40% of consumers shifted from direct mail to digital communications post-pandemic.
Modern customers expect more than just consistent messaging across channels. They want interactive, dynamic communications that enable immediate action. Your platform should transform static documents into engagement opportunities that drive portal adoption and deepen customer relationships.
Key features to look for:
Why it matters: Digital readiness is no longer optional. It’s essential to meet consumer expectations.
Personalized communications can boost customer engagement by 50%.
Personalization isn’t just a nice-to-have; it’s a competitive necessity. Modern CCM platforms use data to create tailored, engaging experiences.
Key features to look for:
Why it matters: Personalized content fosters stronger customer relationships and drives engagement.
70% of businesses consider integration capabilities a top priority when selecting a CCM provider.
Communication platforms of today must do more than connect with legacy systems. They need to seamlessly integrate with your MarTech stack, CRM platforms, and customer experience tools while maintaining robust compliance capabilities.
Key features to look for:
Why it matters: Integration simplifies operations and maximizes usability. So, your teams can work more efficiently.
Choosing the right customer communications platform starts with understanding where customer engagement is heading, not just where it is today. You also need to know what matters most to your organization. Success requires looking beyond traditional document delivery. You need to create seamless, interactive experiences that engage customers throughout their journey. Do this by focusing on capabilities that support this evolution – like usability, collaboration, and integration. Then, use data-driven insights to guide your decisions. By doing all of this, you can build a successful implementation that meets both current and future needs.
These numbers tell a compelling story about modern CCM platforms, but they're just the beginning. To dive deeper into selection criteria and see how other organizations have successfully navigated this journey, download our buying guide: "Tipping the Scales: Modernize Your CCM with Less Risk of Failure."