In one of our previous blog posts, I outlined the 5 Hurdles to Smooth Digital Customer Communication. As modern customer communications are too silo-driven, with different company departments using isolated and nonintegrated software, customers are faced with confusing and unsatisfactory customer experience instead of a high-level CX that boosts brand loyalty and digital adoption.
To ensure a high-level customer experience and meet individual customer expectations, companies must make the shift from department or silo centric to customer centric thinking. In this blog post I’ll give an overview on how Scriptura Engage, a state-of-the-art customer communication platform can help you to tackle some of the technical challenges this shift poses.
Companies often use multiple systems for customer communications, which causes channel inconsistency. The best solution is to integrate communication flows from different systems in a single customer communication platform.
First, Scriptura Engage offers an easy-to-use design environment for communication content management. It is built for efficiency with features like multilingual text objects, reusable objects and styles, helping you to make your communications content and brand consistent.
Next to that, Scriptura Engage has a process modeler and execution engine, called Document Flow, that can provide various business applications like order management, provisioning and claim systems with communication capabilities. These applications all have their own purposes and therefore a unique way of communicating with customers, but they all use the same communication platform to ensure brand and channel consistency.
This enables you to easily create customer communication flows that consistently use different channels like email, print, archive, SMS and mobile… Document Flow helps you to break silo-driven communications and build brand consistency through each of your channels.
The continuous development of new digital channels results in a difficult process for IT teams, as they need to ensure support for every one of them as well as make them available and tunable via preference management.
Document Flow makes light work of coordinating and adding new output channels like WhatsApp for example. Many companies are looking into the possibilities of using the popular app to inform customers with personalized content. Now the Business API is available, this is only a matter of adding a new step to Document Flow. In the blink of an eye this enables all your business applications to send customer communications through WhatsApp without additional modifications.
Customers expect more than ever. They want you to respect and value them and provide them with relevant actionable content. Also, they want to be able to change their customer preferences whenever they feel like doing so. Or even better, they expect you to know what they prefer and change the preferences accordingly.
Document Flow enables preference management integration. Based on customer preferences it’s easy to send customer communications through different channels. For example, people who have grown up with print usually prefer print over email or other digital communications. Younger people will most likely prefer digital over print via short messages like push notifications or text messages for example.
Document Flow allows you to change more than just channel preferences. The timing of your customer communications is another parameter that can be easily adjusted to suit customer preferences and build customer retention.
Limited Business Impact
For a long time, business and marketing teams have had little to no impact on (service-oriented) customer communications, as they were mainly IT-driven and too technical. Business enabling remains a big challenge. To empower business users Scriptura offers the Design Cloud, an easy-to-access, easy-to-use design environment that includes a template designer and a content promotion system that allows business users to operate independently from IT.
The Web Designer gives business users the perfect solution for designing, creating and delivering personalized, responsive communications to desktop, tablet, and other mobile devices. The Resource Promotor enables business users to manage content flows and take control of the lifecycle of their resources, define tasks and keep multiple versions. Developed for larger enterprises it puts business users in control to manage the promotion of resources. They can push changes through different stages of deployment, from development over test and acceptance all the way to production.
Customers expect immediacy and clarity. As an enterprise or service provider, it’s crucial you hide that multiple business systems and departments are involved when acting on customer requests or servicing your customers’ contracts. Internally, this might result in multiple messages from multiple systems, but those messages must be combined to one single clear message.
With Document Flow, it is possible to combine messages to one single message, even if those messages arrive in different order or on different moments. If an enterprise doesn’t combine those messages,
chances are high that they are bombarding their customers with confusing indecisive communications!
To get your digital customer communications smooth, you need a centralized customer communication platform that allows your enterprise to turn customer data into relevant, individualized and actionable communications via the channel of choice of the customer and in line with your enterprise brand guidelines. Scriptura Engage is such a customer communication platform.
Scriptura Engage is a flexible, easy to use solution that recognizes the importance of creating and keeping real connections with every customer while protecting their privacy, a solution that 1/ saves time and money by empowering business users to manage the content, and 2/ removes the burden of dealing with complex technical issues through managed services – we handle the technical side, allowing you to concentrate on your messaging. It is a solution from an organization that is passionate, authentic, and forward-thinking – Inventive Designers, a company that is “big enough to cope, but small enough to care”.
Who Am I?
I’m David Geleyn and I’m the CTO of Inventive Designers. Understanding clients’ needs and transforming those needs into innovative, flexible and future proof solutions is what makes me tick. I’d like to think of myself as an open-minded no-nonsense kind of a guy with a pragmatic and motivating attitude. I never think in terms of problems, but in terms of challenges and opportunities.