Market Watch

Making the business case for Customer Communications Management (CCM) software: how to get buy-in from senior management

As a business leader in IT or Marketing, you certainly know the value of Customer Communications Management Software (CCM) in improving your customers’ experience. Although you are usually the one identifying the need for improved customer communications and related processes, you are not always in a position to approve the investment. You have to bring your senior management on board, and in doing so here are some things to keep in mind.

Speak to their goals

Investment in a CCM solution should be framed in the broader context of the company’s strategic agenda. Senior management is interested in the big picture; they want to see how this investment supports their strategic goals. Does it help meet the CEO’s revenue expectations or the CMO’s customer experience targets?

Attached to a broader goal, CCM software is no longer just an investment to improve digital or physical communications; it’s a matter of staying relevant to your customers and increasing revenue. Our recently published market analysis contains stats, projections and recommendations that can help you make your case, both in justifying the need for a CCM solution and making the link to that broader goal.

Use the language of numbers to show value

CEOs, CFOs and others want solid proof that this is something the company needs. The key here is to speak the language of numbers. Quantifying the costs of sticking with the status quo helps make the case for the expected benefits. It also provides a baseline for monitoring the project’s success.

Some costs and benefits are more straightforward and thus easier to quantify than others, for example, the time and money that can be saved from digitizing paper processes. For more complex concepts such as the customer experience, a set of more sophisticated metrics (e.g. customer retention) can be used. Finally, there will be benefits or costs that are not easy to put a number on, like the feeling of control you have over your processes. Nevertheless, they certainly matter and should be included.

Highlight the synergies

A CCM solution isn’t supposed to create yet another silo for the department using it. It is part of a broader ecosystem of enterprise software (ERP/CRM etc.) and digital transformation initiatives. This results in synergistic benefits spanning departments and functions. It is important that those dots are connected, highlighting the company-wide nature of results. For example, one result from implementing a CCM solution can be the control that it gives to Marketing to quickly make changes, from templates to communication preferences. For that department, the benefit is the time, and hence money, saved from the simplification of the process. But that’s not all; the IT department benefits too, since their workload is decreased and they now have more time to concentrate on other pain points.

Usually, the go-to reaction for adopting new technology or new ways is resistance. By highlighting the synergies you make a first step towards overcoming that resistance.

Show the roadmap

Senior management expects a clear-cut roadmap, no surprises. Prices, performance expectations, timelines, business benefits and the resources needed all need to have been taken into account. This is something crucial when considering a CCM vendor.

Essentially, the goal is to remove uncertainties and make a very calculated proposal based on facts and numbers, and not just gut judgment. There are of course many other things to consider, some unique to the company, its culture and its people. It can be a challenge, but the potential is huge.

Are you ready to step up your customer communications? Objectif Lune can help you achieve your goal one step at a time.

 

 

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