Customer Relationship Management – CRM systems have existed in the business world for decades (since the 1970s, in fact), and most organizations have already adopted a system from one leading vendor or another to manage their sales operations and customer relationships.
But as we all know, just as in interpersonal relationships, in the absence of good communication, the relationship ultimately suffers, even in cases where there is great affection between the parties. This fact is also true in the business world and in the relationship between an organization and its customers – if communication between the organization and the customer is not efficient and continuous, the relationship will eventually be negatively affected, the customer’s loyalty to the brand will weaken, sometimes to the point of complete disengagement. On the positive side, the better, more constructive, and more continuous the communication, the stronger the relationship will become, and the customer’s loyalty to the brand will grow and become resilient against many of the competitors’ temptations.
Therefore, just as every organization must have a CRM system to effectively manage customer relationships, it also needs a system to manage communication with those customers, with the goal of enabling it to communicate with them efficiently and continuously.
It is precisely this operational and business need that brings the CCM system into the picture as a complementary tool to CRM.
So, what is a CCM system?
A CCM – Customer Communication Management system, unlike CRM, is a system that allows the organization, alongside managing customer relationships, to manage communication with those customers, and in many cases also with internal organizational users and business partners (employees, subcontractors, suppliers, etc.).
A CCM system opens up all possible communication channels for the organization – WhatsApp, chats, text messages, emails, and more. Through these channels, it can communicate interactively with customers and internal users and carry out a wide range of business and marketing activities. These activities include creating, distributing, and managing digital documents and forms such as marketing offers, contracts, invoices, HR forms, procurement documents, service agreements, and more.
An effective CCM system also provides customers with the ability to quickly and immediately connect with a representative of the organization, thereby avoiding long waits on the phone line – something that further strengthens the relationship and loyalty to the brand.
In conclusion, a CCM system is an essential tool alongside the CRM system, as a means capable of strengthening customer relationships, increasing sales, and in general helping the organization achieve its business and marketing goals.
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