Over the next few months, I will continue to answer the simple question: Is your Customer Communications workflow SIMPLE? In my experience with customers, workflows are never simple, but I believe they can be SIMPLE-fied through use of technology and strategy. That is, SIMPLE meaning: Streamline, Innovate, Measure, Profitable, Leverage and Extend. Really, it is all about how you approach your Customer Communications Management (CCM) workflow. Last month we discussed how to Streamline your communications, this month we will continue the SIMPLE-fied process and discuss three ways to Innovate your workflow

1. Single Workflow for CCM: Innovation is likely the hardest thing in any environment. It requires an environment that will let it thrive. Consider your current CCM workflow and ask yourself if it is seamless from inception of the data all the way through to deliver. What about into your ECM system(s) or delivery your communications in an accessible document format for compliance and superior customer service? In the High-Volume Transaction Output environment that we live in a single workflow for your CCM is a must. It should be driven and managed by a solution that can be scalable, quick and flexible. Getting all of your communication needs into a fluid process will save your company time and money while improving customer satisfaction.

2. GUI or Command Line Capabilities: We discussed streamlining by providing a GUI, but sometimes the heavy lifting or advanced users require the Command Line function. The challenge is making sure these options are easy to get to as not to add time to daily operations or problem solving emergencies. If your GUI doesn't have the ability to seamlessly switch to a Command Line console, this is an innovative option that you might want to consider.

3. Preference Management: As of late Digital Mailboxes seem to be a method on the decline, but this is not the time to let your innovative guard down. Multi-channel is still one of the most important parts of CCM today. Your customers have need for their information in many ways and the trend in the future is to delivery in not just one, but multiple ways so that you're critical information to your customers can be consumed, understood and acted on quickly. To accomplish this you need seamless and robust preference management to tell your workflow when, where and how to deliver customer communications. Moreover, you want this single database to also be a part of the single workflow setup to reduce complexity, cost and potential bugs in the system.

If you missed the first of the series, please take a look at the January issue. If you would like to continue your education on how to Streamline your workflow, register for our upcoming webinar: https://attendee.gotowebinar.com/rt/3616134677792841985

The above are just a few of the ways you can move your customer communications to a SIMPLE approach. Next month I will cover ways to "Measure" your workflow.

About David Day, EDP
David Day, EDP brings over 32 years of experience in the document management & mail industry. As an active member of Xplor for over 17 years, David frequently presents at local and global Xplor meetings. He has also been a guest speaker at various company user and industry groups including National Postal Forum, Graph Expo and Mailcom. David, Product Marketing Manager at CrawfordTech, is responsible for worldwide for their Enterprise Output Management Products. He works with customers, prospects, sales and product development to identify customer requirements, evaluate solutions and make product recommendations