When Google are sending handwritten letters to people, they realize that communication has to be soulful in order to sound honest. They know that communication process does not compose only of delivering a message; it has also to be sufficiently customized, informative, and well-received. Google has become a leader in coming up with creative communication approaches, to provide the customers with satisfying and effective messages.

Hundreds of organizations out there are communicating with their clients, but a few realize that they do it not only to abide with the latest technological trends of communicating with the clients; but they do so because they believe in the power of the sophisticated management of customer communication.

Normally, Customer Communication Management (CCM) is kind of one-to-one communication where a successful CCM system creates a useful, timely, secured, and informative message utilizing organizational transactions documents, customizes the message based on an efficient and effective classification of customers segments, delivers this message to the targeted receiver, and effectively provides the sender with reports and analysis of the delivered messages for feedback.

Initially, the organizations documents that are utilized to include the messages are bank statements, statement of account, invoices and other customer transactional documents. These thought to be the perfect medium to promote company products to customers.Since we are talking about communication, we need to start with how customer communication is compared to the generic definition of communication.

Simply, the sender is always an organization, while the receiver is an individual client or another organization. It is indubitable that customer communication needs a communication medium, and a message that the sender needs to make sure it has been delivered effectively to the clients.

Hence, the following questions emerged and I shall answer them for you!

What do we need to deliver?

1. Instant listening and engagement with the customers for customer servicing and help
2. Marketing messages and promotions
3. Notifications, news, and updates on what concerns the customers
 Organization can get really creative on delivering the most effective marketing message using these CCM systems!

What are the media used for this delivery?

Since CCM basically stands on delivering messages using organizational customer-related documents, this will ensure the reach of any type of messages to broad and well-segmented customers.
Organizations MUST engage with their customers. Each organization has some sort of documents related to its customers, and have to be delivered to them. Nowadays, drastic number of people world-wide have connection to the Internet and own smart-phones, and modern technological revolution has made the reach to customers a trivial yet a vital task.

CCM concept is based on this flourishing IT revolution to make organizations life easier! So, in order to deliver the different types of messages to the customers, organizations now are bombarded with the too many options to do so.

They can use:

1. The World Wide Web. This is self-explanatory! I bet a wide smile is drawn on your face just thinking of what Internet can tremendously offer to you! 
2. SMS Communication and Mobile Media based content distribution software

How does the organization benefit from CCM?

We now agree on the inevitable benefits of CCM, but how can the organizations get these benefits?

1. Successful CCM systems enable organizations to instantly track info about their customers to ensure effective delivery of the messages

2. Reaching the customers wherever they exist, this will help in increasing the total number of the retained customers

3. Successful CCM systems provide feedback of the delivered messages. Full analysis reports and data are returned to the organization, and this will enhance the way the organization evaluate and control the effectiveness and efficiency of their messages.

4. Successful CCM systems should allow the organizations to archive the customers' transactional documents that have been used in the communication process, and the returned reports, to enrich the knowledge database chez the organizations

How do customers benefit from CCM?

Customers, the receivers of organizations messages, benefits highly from this communication process. However, this depends on how effective the messages delivered by the organizations are. Remember! CCM brings more benefits to the organizations if they intend to deliver messages beneficial to the customers.

1. The customer will feel satisfied. They will feel heard and reachable to the organization.

2. Customers nowadays like to be kept updated with all the news they care for. So CCM will help the organizations to instantly update the customers with the notifications and news related to them
3. Customers' requests will be completed in a matter of no time

Mr. Mohammad Abu Baker

ITEC SATO Officer

Amman - Jordan