Knowledge - Insights: White Papers
The need for transformation
The rapid adoption of new channels such as mobile and social media has turned our relationship with customers on its head: it is the customer who is now in control. Customers decide when and where they will do business with you, and if they cannot do it right now, on a smartphone, they might go elsewhere.
Customers can make or destroy your brand within hours with a social media share that goes viral. And following a major shakeup of European data protection law, the General Data Protection Regulation (GDPR) will come into effect in May 2018, bringing a new challenge: private individuals will have greater powers to control the data that informs your marketing and customer communications.
Businesses have more to gain – and lose – than ever before. The internet, social media and mobile apps allow companies to interact directly with an unprecedented number of people and to create new markets and business models, unrestricted by the old barriers to entry such as geography and high start-up costs. But these same freedoms have also given rise to new competitors who are waiting in the wings, ready to take over if an established player slips up. The ‘what, where, when and how’ of communicating with customers must be transformed in order to thrive in this new reality.
This white paper discusses six important steps for companies as they follow their transformation
journey, and explains how customer communications management (CCM) technology can help
them along the way.
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