Expertise
Customer experience (CXM)
Make every communication a successful moment of the customer journey, on every channel.
The challenge
Your documents are accurate, yet your customers still receive generic letters, emails that ignore their history and messages that contradict each other across channels. CCM delivers; the experience does not keep up.
Our approach
Maturity assessment
We place your organisation on the four levels, from batch document production to data-driven CXM, and identify the journeys where improvement will show fastest.
Journeys and key moments
With your business and customer-service teams, we map journeys, the related communications and pain points: duplicates, delays, tone, wrong channel.
Omnichannel architecture
Templates shared across channels, event-triggered sending, channel preferences, CRM and portal integration: the target builds on your current CCM platform.
Personalisation and governed AI
Content tailored to profile and moment, generative-AI assisted writing for advisors, with human validation, traceability and GDPR compliance.
Measurement and continuous improvement
Open, reply, complaint and satisfaction indicators linked to each communication, so the next changes are decided on facts.
CCM and CXM: who does what?
CCM produces every communication; CXM places it in the customer journey and measures its impact.
CXM The customer experience
- 1DiscoverSimulation, quote
- 2SubscribeContract, welcome pack
- 3UseStatements, invoices, alerts
- 4Get supportComplaint, claim
- 5StayRenewal, targeted offer
Omnichannel orchestration One consistent message, whatever the channel
- SMS
- App & push
- Customer portal
- Advisor
- AI assistant
CCM The engine that produces every communication
- DataCore systems, CRM, real-time events
- CompositionTemplates, rules, personalisation
- DeliveryRight channel, right time
- ArchivingEvidence and compliance
The four maturity levels
Where does your organisation stand? The assessment tells you in a few weeks.
- Level 1Batch document productionDocuments produced in batches, mostly printed. Every application has its own templates.
- Level 2MultichannelThe same documents rendered as PDF, email or SMS, still channel by channel.
- Level 3Interactive omnichannelOn-demand, real-time production, assisted editing for advisors, shared templates.
- Level 4Data- and AI-driven CXMJourney-aware personalised content, the customer’s preferred channel, governed generative AI, continuous measurement.
CCM (Customer Communications Management) produces communications: it assembles data, composes documents and delivers them. CXM (Customer Experience Management) focuses on the customer experience: the right message, at the right time, on their preferred channel, with a consistent tone from first quote to renewal.
The two are not opposed. Successful CXM relies on solid CCM: reliable templates, clean data, controlled delivery. That has been our core business since 2008, which lets us move towards CXM without rebuilding everything.
What actually changes
- From batch to real time: a communication triggered by an event (subscription, claim, due date) rather than a monthly run.
- From imposed to chosen channel: the customer receives the message where they will read it, with print as a fallback when needed.
- From isolated document to journey: each communication takes the previous ones into account.
- From intuition to measurement: every template is tracked with usage and satisfaction indicators.
Generative AI, yes, but governed
AI helps draft a reply to a complaint, simplify a regulatory letter or adapt the tone. In regulated industries it must stay under control: validated content, traceability, protected data. We set up these safeguards with your compliance teams.
A CCM project, a migration, a need for extra hands?
Our consultants reply within two business days with a first, concrete view of your situation.