Brad Banyas discusses the impact of Cloud Services in the Customer Communications Management (CCM) space, with Kevin Craine.
There are many important technological and societal trends converging currently that provide a flood of opportunity for marketers, C-Suite leaders and businesses from all industries and verticals. But none are more exciting than the convergence of cloud computing and customer communications. These opportunities are explored in depth by OMI President and CEO, Brad Banyas on the Document Strategy Podcast hosted by technology expert and author, Kevin Craine.
The internet broadcast has listeners worldwide and features interviews with thought leaders, authors and subject matter experts about innovative technologies and techniques that improve customer communications.
Engage Everywhere
“The world is moving to a state where it is important to engage with your customers everywhere anywhere,” says Brad. “Cloud CCM allows you to take content and context that traditionally might have gone to a customer in a printed piece and instead deliver that where your customers are most engaged. That could be through an online customer-facing portal or could be through email, social media or mobile. The idea is to push relevant content to customers where ever they are most engaged.”
Extend Customer Experience
In the interview, Banyas explains that cloud-based customer communications management helps companies save money on paper, processing and postage, but also brings significantly increased control over the messaging, the content and the delivery of critical communications.
“Companies are often focused on acquiring new customers, but it costs 6-7 times more to get a new customer than it does to sell to an existing one,” says Brad. “Cloud CCM provides a unique opportunity to connect with customers in ways that extend the brand experience and leverage the existing relationship for improved revenue from your existing customer base.”
Get a Better View
Moving to cloud-based customer communications can improve strategic marketing and campaign efforts, but it all comes down to knowing your customer. “Companies using Cloud CCM are really getting a better view of their customers and how they are engaging,” says Brad. “You have one place for aggregated communications, both outbound and inbound, to view and analyze what kind of content is resonating and what customer interests are. This can really make the most of limited advertising dollars while providing a powerful tool to better know your customer.”
Higher Degrees of Success
Brad explains how OMI’s new Cloud CCM platform, 366 Degrees, helps companies better manage multi-channel customer communications. “What 366 Degrees does is allow those parties involved in the communication on behalf of the brand to put 366 Degrees as a destination service, much like how Box has done, and this gives companies an increased vision of which communications are actually connecting with and engaging with customers.”