{"id":22515,"date":"2018-11-19T17:20:25","date_gmt":"2018-11-19T16:20:25","guid":{"rendered":"https:\/\/mailcommsgroup.com\/blog\/convergence-between-cxm-and-ccm\/"},"modified":"2023-09-08T09:46:18","modified_gmt":"2023-09-08T07:46:18","slug":"convergence-between-cxm-and-ccm","status":"publish","type":"post","link":"https:\/\/mailcommsgroup.com\/en\/blog\/convergence-between-cxm-and-ccm\/","title":{"rendered":"Are CXM (Customer Experience Management) and CCM (Customer Communications Management) converging?"},"content":{"rendered":"

[vc_row type=”grid”][vc_column dp_animation=”” el_class=”El nuevo reglamento europeo obliga a recabar el consentimiento expl\u00edcito para el tratamiento de los datos de car\u00e1cter personal” font_color=”#81d742″][vc_single_image image=”5833″ img_size=”full”][vc_column_text dp_animation=”” css=”.vc_custom_1615488904394{margin-bottom: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

The merger of CXM and CCM simply makes sense.<\/strong><\/h2>\n

In 2005, Procter & Gamble (P&G) announced the purchase of the Gillette razor blade company for $57 billion in stock. The interest in the merger was the ultimate goal: P&G wanted to drive internal growth and innovation in its company by incorporating many of the processes Gillette had implemented.<\/p>\n

P&G took its time researching and formulating a calculated approach to the merger. The plan proved successful. P&G ended up retaining 90% of Gillette’s top managers, the company met its revenue and cost targets after one year and achieved significant growth.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”grid” css=”.vc_custom_1524589886734{margin-top: 0px !important;padding-top: 0px !important;}”][vc_column dp_animation=”” css=”.vc_custom_1520348416680{padding-top: 20px !important;}”][vc_column_text dp_animation=””]In the eyes of P&G executives, merging Gillette with their company was a logical endeavor that would pay dividends. If those same executives were considering the value of merging CXM(Customer Experience Management<\/em>) with CCM(Customer Communications Management<\/em>), they would feel the same way.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”grid” css=”.vc_custom_1615489579035{margin-top: 30px !important;margin-bottom: 30px !important;background-color: #f1f1f1 !important;}”][vc_column width=”3\/4″ dp_animation=”” css=”.vc_custom_1615489586437{padding-left: 50px !important;}”][vc_column_text dp_animation=””]<\/p>\n

The Convergence of Customer Communications Management<\/em> (CCM) and Customer Experience Management<\/em> (CXM)<\/h3>\n

[\/vc_column_text][vc_btn title=”Download the Quadient whitepaper” style=”classic” shape=”round” size=”lg” align=”left” link=”url:https%3A%2F%2Fmailcommsgroup.com%2Fwp-content%2Fuploads%2F2021%2F03%2FThe_convergence_of_CCM.pdf|title:Convergence%20between%20CXM%20%28Customer%20Experience%20Management%29%20and%20CCM%20%28Customer%20Communications%20Management%29|target:_blank|” el_class=”boton-blog”][\/vc_column][vc_column width=”1\/4″ dp_animation=”” offset=”vc_hidden-sm vc_hidden-xs”][vc_single_image image=”5843″ img_size=”185×255″ alignment=”right” dp_animation=”” css=”.vc_custom_1615489200240{margin-right: 0px !important;margin-left: 0px !important;padding-right: 0px !important;padding-left: 0px !important;}”][\/vc_column][\/vc_row][vc_row type=”grid”][vc_column dp_animation=””][vc_column_text dp_animation=””]<\/p>\n

CXM and CCM: the merger that all companies could benefit from<\/strong><\/h3>\n

Every day, more and more companies are realizing that satisfying the customer and providing an excellent customer experience gives them a huge advantage over their competition.<\/p>\n

But achieving this feat requires a unified approach.<\/p>\n

Every contact, every interaction a customer has with a company matters. Whether the interaction is digital, mobile, print or verbal, the experience must be seamless, but unless CXM and CCM converge, it is highly unlikely that the customer experience will look like a uniform experience.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”grid” css=”.vc_custom_1542646977671{margin-top: 30px !important;margin-bottom: 30px !important;}”][vc_column dp_animation=””][vc_single_image image=”5836″ img_size=”full” alignment=”center” dp_animation=””][vc_column_text dp_animation=””]<\/p>\n

Source: page 4 of “The convergence of Customer Communications Management (CCM)<\/em> and Customer Experience Management<\/em> (CCM)”.<\/p>\n

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The old way of doing CXM and CCM<\/h2>\n

In this day and age when people are talking about the key to improving the customer experience, many are focused on the digital side of things, i.e. the website, blog posts, white papers, email marketing, etc. However, if a company really wants to create a great customer experience, it cannot overlook the other elements that make up the communications image.<\/p>\n

Elements such as contracts, invoices, statements, welcome kits and call center inquiries are all important components of the customer experience. If these touch points are not consistent with the tone and manner of the digital elements, customers may end up confused, disappointed and even leave for the competition.<\/p>\n

Remember what a great customer experience is: the sum of all the interactions a customer has with a company. Therefore, it only makes sense that the CXM and CCM can no longer work in isolation from each other. The need to merge must be acted upon.<\/p>\n

What are the obstacles to a CXM \/ CCM merger?<\/h2>\n

If the rationale for the convergence of CXM and CCM is so strong, why haven’t more companies been working on it? The barriers are many:<\/p>\n