“Hi Jerry, sorry to barge in here so unannounced. Could you do me a favor and adjust the logo on this invoice for me? Just a bit bigger, thanks, I’ll be back in five!” Two minutes later: “Jerry my man, what’s keeping my logo? Ah, that’s it! Or wait no, on second thought, leave it the same size, just put it a bit more to the right, will you? Be back in a sec! “One hour later: “Jerry! The logo is fine but management wants me to add in our new phone number as well. You got it? Cheers!” Another five minutes pass. “Jayjay, bad news! Forget what I asked, just change it back to the original, we need that communication asap! Keep me posted!”

In the time that has passed, Jerry from IT has changed that logo four times. To no avail. The logo is what it was but he has lost precious time and had to put his own tasks on hold. Jerry is not alone. Many IT departments in companies worldwide are burdened with tasks that aren’t theirs to complete. In this week’s blog, we’ll dive into the workload of your IT team to see how you can reduce it.

Business and marketing teams are the people who stand closest to the customers. For them, nothing is more important than providing the customer with a satisfactory customer experience. They are the ones who engage with them on a daily basis and over time get to know their expectations and preferences. That way, they really understand what the customers are looking for. They do the talking and have the expertise and experience in interacting with customers. It’s evident that these commercial employees should always be able to manage communications.

Too technology-driven

Unfortunately, in many of today’s companies, these employees are forced to rely on IT to do most of the work when it comes down to making necessary changes in templates and adjusting customer communications. That’s because a lot of communication platforms and digital transformation programs are too technology-driven and too complex for business and sales teams to use themselves.

As a result, business users find themselves knocking on the doors of the IT department more often than they would like. For every change that has to be made to a communication or for every technical problem that occurs, they need to notify someone from IT, who in turn has to locate the problem, understand it entirely and solve or adjust it correctly. Often, changes must be located and singled-out in every circumstance and communication, so that the (digital) customer experience can be restored and maximized once more. This bottlenecks IT, severely impedes operational efficiency and heavily increases deployment time to market of customer communications.

Business empowerment

If business users were to make these changes themselves based on their own expertise and with the customer and his or her expectations in mind, not only would essential information not get lost, templates and communications would be adjusted way faster.

To empower your business users and reduce the workload of your IT team, it’s important you choose a customer communications platform that is as user-friendly as possible. This will help boost efficiency as well, as business users can make changes themselves, while IT can spend their time more efficiently. As a result, the time-to-market will shorten and customers will hear from you much sooner.

Scriptura Engage helps improve customer experience through the automation of customer communications. Both (B2B) business-to-business and (B2C) business-to-consumer organizations use our Customer Communication Management software to create, produce and distribute essential business communications that are highly-personalized and interactive.