Solution Partner Views
Meeting the Growing Challenge of Insurance CCM
Insurers face a growing challenge when it comes to customer communications management (CCM). The need to personalize communications to ensure they are relevant and actionable, coupled with managing a proliferation of delivery channels as well as compliance mandates have made it extremely difficult for insurance organizations to achieve strategic communication goals for customer engagement.
While software vendors have responded to the evolving customer communications landscape by adding new capabilities to their solutions, internal insurance IT departments have nevertheless struggled with the burden of integrating these new tools within an already complex CCM infrastructure. Additionally, insurance organizations and their business users often lack the knowledge or training to get the most out of these advancements in CCM technology.
CCM hosted managed services providers (CCM HMS) have evolved over time to incorporate robust enterprise customer communications management capabilities and ancillary services that are helping insurers overcome the CCM "proficiency gap." These providers partner with insurers and their communications stakeholders to create and carry out a strategy for managing communications and improving the customer experience.
Initially processing and delivering print and electronic customer communications in batch mode, regardless of channel, CCM HMS solutions have expanded to support on-demand and ad-hoc communications. For example, call center representatives can generate interactive communications, such as personalized and customized letters, as a confirmation or follow-up to a service call and deliver that letter based on the delivery preference of the customer.
A copy of the letter is stored in the servicing archive and is available to customer service or other company representatives as needed. With some provider solutions, business users can also take advantage of campaign management functionality to create targeted ad-hoc marketing communications for a specific list of customers. Lists can be uploaded from an external source or created using data stored in a relational database housed within the platform.
CCM HMS providers have expertise and experience with a wide variety of composition and post-composition tools that can help insurers leverage the most advanced features and functions available in CCM technology platforms. These features include container-based design, content-level change tracking, reduction in the number of templates through the use of variables, addition of dynamic components and intelligent designs prepared for delivery through a number of current and future channels. Insurance organizations may not be aware of the potential of capabilities like these to add significant value when preparing documents and communications for future initiatives.
Hosted managed services providers also enhance transparency for an insurer's CCM processes through the dashboard and tracking tools provided by their platforms. CCM HMS integrates with both enterprise and print service provider solutions to enable real-time tracking of communications, from composition through print production and delivery.
While CCM HMS is certainly not the only way to resolve a gap between Customer Communications Management software capabilities and enterprise implementations, it can be an ideal solution for many insurance organizations. CCM HMS enables insurers to lighten the load on IT resources and focus initiatives on the overall customer engagement strategy rather than the day-to-day logistics of creating and distributing communications.
This is an exciting time for CCM technology as providers seek to evolve capabilities, strategies and delivery models. Insurance enterprises should not take a wait and see approach, as doing so risks competitors passing them by. CCM Hosted Managed Services will allow insurers that choose to participate in the opportunity turn what typically is a strategic threat into a competitive advantage—and, ultimately, an improved customer experience.