Category Archives: Customer Communication Management

Why Social Media is Important for Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Service, Digital Customer Engagement, Digital Transformation | No Comments

Social media has become a common marketing tool for organisations of all different shapes and sizes but making the transition from using social media for awareness raising and self-promotion to using it for customer experience can be a challenge for many.

If you are serious about providing a customer focused experience in your business, you can’t overlook the importance of using social media as part of your overall customer experience management strategy. Social media is evolving and while it started off as a way to talk between people, somewhere along the line it seems to have lost that and instead become a way for many brands to foist their message on to the masses.

When it comes to social media, you need to be aware that your customers are in control of what is published about your organisation, not you. You can’t stop them posting complaints and negative feedback on your public pages and their comments can be seen by a huge number of people in a very short space of time. Customers are aware of this and they know their power. This means that if you’re going to be successful at promoting a positive customer experience you need to really embrace social media and use it for its designated purpose, as a communication tool.

Many organisations have successfully used social media to create an excellent customer experience through the power of listening to what their customers are saying and engaging in one on one conversations with them. Your customers will take to social media to talk about their experiences with your organisation, whether you like it or not. Making sure you have an active presence on the social media platforms your customers use is the best way you can let them know you care about what they’re saying and use the information you get from your interactions with them to shape your organisation going forward.

A truly customer focused organisation is one that listens to its customers and puts their needs first. Social media is a fantastic tool to help you understand what your customers are saying about you and gain the insight you need to build a business model that places them at the center.

Social media is something you can’t afford to ignore if you are serious about creating a customer-focused organisation. By making social media part of your customer experience management strategy you can engage your customers and build a truly customer centered brand.

ClearView partners with CoTé for best practice CCM solution

By | CCM, Customer Communication Management, Digital Customer Engagement, Digital Transformation, virsaic | No Comments

ClearView partners with CoTé, a leading Digital Customer Engagement Solutions Provider, to implement a best practice customer communications and experience management solution.




·       To optimise operations and
achieve process and cost efficiencies

·       Multiple systems and processes to communicate with customers

·       Compliance and operational risk because of disparate processes

·       Inconsistent adviser and customer experiences

·       Transformation, rationalisation and digitisation of business processes

·       Implementation of the virsaic platform as a service end-to-end customer communication management solution for Life products

·       Cloud based platform that will enable ClearView to orchestrate all their customer correspondence in one system over time

·       Efficient, streamlined fully auditable business process automation

·       A best practice, enterprise CCM capability providing a single solution for Life products correspondence, centralised content and management, an APRA compliant document archive and multi-channel distribution

·       Digitally enabled and improved   customer experience

·       Foundation for future integration of Life and Wealth products correspondence


In 2014, as part of a broader strategic asset review across the ClearView business to support future enablement, it was recognised that a transformation of ClearView’s information management practices and customer engagement capability was an urgent requirement.
The business was operationally inefficient and cost and commercial risk intensive. An independent assessment was launched and key recommendations proposed to support the development of a best practice information management future state, including options on how best to manage adviser and customer correspondence.

The Challenge

ClearView’s customer communication management function was problematic. It lacked consistency, data originated from multiple source systems and a mix of manual intensive business processes existed alongside multiple out-sourced distribution management capabilities.
A decision was made to implement a best practice CCM solution that would deliver a consistent, scalable, agnostic and integrated enterprise capability.

The Solution

ClearView engaged CoTé, one of Australia’s leading providers of digital customer engagement and information management solutions, to configure an enterprise fit-for-purpose, end-to-end CCM solution using their virsaic™ software as a service platform to future enable ClearView’s strategy. The first stage of this would focus on life insurance products and this solution was implemented in parallel with a broader business and technology transformation across the ClearView business.

The Results

ClearView, together with CoTé, have helped their staff and advisers to efficiently and effectively engage their customers into the future with a technology solution that allows them to be responsive, pro-active and customer-centric.

The solution has delivered an easy-to-use, self-serve APRA compliant business process configuration with a real-time ability to digitally create, manage and distribute content and communications across web, email, SMS, print and mail. Staff are able to securely access a centralised common view of information on-demand to meet customer servicing requirements.

ClearView and CoTé jointly continue to invest in the solution to maximise on-going value for advisers and customers as it is rolled out across other products within the business.

The ease of integration with other enterprise applications will also enable the streamlining of use and access for staff, advisers and customers.

virsaic screens




The Four Main Obstacles Getting In the Way of a Great Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Most organisations are well aware of the need for a focused customer experience strategy. In spite of their great intentions, for many organisations, creating a solid customer experience is fraught with a number of pitfalls. There are some common mistakes that we see people make time and time again when they are trying to create a strong customer experience strategy.

Here are four of the most common obstacles that could be getting in the way of you offering a great customer experience to your customers:

  1. Too much focus on day to day operations, not enough on innovation and strategy. This is a common problem we see. Even in organisations that are taking an integrated approach to their customer experience, the customer service or marketing team are often left with more than their fair share of tasks like managing social media pages, responding to customer queries and other time sucking tasks. By spending too much time on these jobs, there is less time for innovative marketing strategies that will actually grow the organisation. The answer here is to share out those tasks more fairly and give other departments access to social media pages or data platforms so they can free up some time.
  2. Data siloes. While we all know how important it is to gather data and keep track of it, what do we do with it once we have it? For many organisations the problem is not the amount of data they have, it’s figuring out how to make use of it in a constructive way without getting overwhelmed. Just like integrating your systems is important, if you’re going to get the full benefit of your data you also need to integrate it across different platforms. Doing this manually is going to take a lot of time and hard work so finding an integrated solution that does it for you is essential.
  3. Lack of understanding of social commerce. Social commerce is an emerging trend and it’s becoming increasingly common for customers to buy products directly from social media platforms. Unfortunately, for many organisations this has led to confusion as people struggle to get to grips with this new technology. If you enable social commerce for your organisation it’s important that you spend the time training your staff on how it actually works. Social commerce is still in its infancy and it’s not as user friendly as it could be just yet.
  4. Lack of relevant skills. More and more of customer experience strategy hinges on social media. This means that having the skills to understand how social media marketing works and understand how customers are using social platforms to interact with brands can be extremely useful. Without these skills it’s going to be difficult for your team to do their job effectively. Make sure your team have the opportunity to learn the skills they need or outsource some of the more skilled tasks to specialists.

Don’t let these common obstacles get in the way of your customer experience strategy. Break through them and you can get your organisation on the path to a more successful customer experience strategy.

5 Steps to Starting and Implementing a Successful CX Strategy

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Successful customer experience is the cornerstone of a successful business, but how do you actually do it? Customer experience can be one of those hard to define concepts but there are a few simple strategies you can use to create a more customer friendly organisation and enjoy the benefits that a successful customer experience strategy can bring you.

Here are five steps we would recommend to anyone who wants to start and implement a successful customer experience strategy.

  1. Create a strong foundation. Sometimes you need to go back to the beginning if you’re going to grow effectively. This means focusing on creating a strong, scalable architecture for your business. Go back to basics and look at your business processes, technology and social media platforms and think about how you can create a strong basic structure that will let you adapt and grow in the future.
  2. Take time to understand your customers. It might take some time and effort to establish meaningful relationships with your customers but it’s well worth it in the end. By taking some time to get to know your customers you can develop a mutually beneficial relationship that is based on trust. This means seeing your customers as more than a means to an end, but getting to know what really makes them tick. This is a long-term approach that can make a huge difference to your business bottom line and the quality of your customer relationships.
  3. Get everyone on the same page. Providing a great customer experience is not just the job of your sales or customer service staff. To create a truly customer centred organisation you’re going to need the support of everyone in your organisation. Encourage all your employees to rally around the customer and make them the main focus and you’ll be well on your way to providing a great customer experience.
  4. Listen. To really understand what your customers value and how your organisation is tracking at meeting their needs you will need to listen to them. This means using data to gain an insight into your customers’ needs and priorities. You can also spend some time talking to them, measuring how they react to your social media pages and anything else that will let you really listen to them instead of making assumptions about what they want.
  5. Measure your results. A successful customer experience strategy will have a measurable impact on your business. If you don’t measure the results you’ll have no way to tell if your strategy is actually working. Make evaluation and measurement a regular part of your customer experience strategy.

Implementing a successful customer experience strategy doesn’t have to be complicated but it will require some work on your part. Hopefully these five pointers can get you started in the right direction.

Customer Experience: What is it Exactly?

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

You’ve probably heard how important customer experience is to organisations, but what exactly is it? While the term customer experience might be commonplace among management speak, there are still a lot of misunderstandings around what the term really means and how you can define customer experience in a way that everyone in your organisation will understand.

Your customers’ experiences can be defined as the overall sum of how they feel at every interaction they have with your brand. If you make your customers feel good overall, you’re going to leave them with a positive customer experience. On the other hand, if the overall sum of their interactions with you leaves them with a negative feeling, chances are they are going to think of their experience with you as negative, even if they did have some positive interactions during the process.

If you want to gain control over the way your customers feel about your organisation and ensure they are left feeling good about you, you have to be proactive. This means taking the approach of actively managing your customer experiences. Customer experience management is an emerging field at the moment but it’s something that we’re going to see a lot more of in the future.

Many organisations make the mistake of viewing customer experience management as solely a function of their customer service department. Unfortunately this approach can lead to difficulties as increasingly customers come into contact with multiple facets of your organisation and the quality of experience they have will depend on them having a universally positive, consistent experience across the board.

A holistic approach is essential when you’re looking to improve your customer experience overall. Think about when your customers come into contact with your business. Is it just when they deal with customer service? Chances are they already look at your website, your social media pages, download reports and other information, go and visit you in person or pick up the phone and give you a call. They probably use a variety of platforms to get in touch with you including their mobile, your app, email, instant chat and in person conversations.

Great customer experience management means creating a fantastic experience across the whole spectrum of your customer interactions. Customer experience is so much more than just a customer service function – your technology needs to support your customer experience focus along with every department within your organisation.

Why Customer Experience is More Important Than Ever

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, sitecore, Superannuation, Uncategorized, virsaic | No Comments

Digital disruption has affected virtually every industry and those that haven’t been affected are likely to be in the future. While many people assume that digital disruption is caused by the Internet or mobile technology, this is not the case. At its core digital disruption is driven by customers and their changing expectations.

Thanks to the high levels of connectivity that consumers enjoy, they are more empowered to make choices about who they deal with and how they interact than ever before. If a customer isn’t happy with their experience with one organisation, they have choices and the means to leave and go elsewhere.

Many established organisations and industries that have failed to adapt quickly enough to this have learned the hard way that if you don’t provide your customers with a good experience you are likely to pay the ultimate price. Your customers have alternatives they didn’t have before, and you simply can’t afford to take them for granted.

Customers’ needs and wants have changed and there are a number of priorities that you need to be aware of and embrace if you’re going to be effective at improving your customer experience. These include taking a tailored, individualistic approach to your customers and not just treating them all the same. You also need to think about how accessible your organisation is on different platforms including social media, mobile and the Internet.

Every interaction a customer has with your organisation shapes their overall experience and the feelings they will have towards you. This is why it’s so important to create a positive and integrated customer experience across every area of your business if you want to keep your customers happy over the long term.

In most cases, switching to a customer focused outlook means reviewing every area of your organisation, from your use of technology and social media to the internal processes that dictate how efficiently you can meet your customers’ needs. Most customers have certain expectations when it comes to the experience they have with your organisation, and these include key factors like personalisation, integration across different platforms and transparency of information.

Because of the changing focus on meeting customer needs and the increased availability of information for customers, there has never been a more important time to prioritise customer experience. Your customers know what they are worth and they have access to alternatives if they aren’t happy. Investing in providing your customers with a quality experience is likely to pay off a great deal now and in the future.

How to Use Data to Provide a Personalised Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Relationship Management, Customer Satisfaction, Uncategorized | No Comments

Personalisation is more than just a marketing buzzword. Thanks to social media and the age of mobile technology, customers now expect businesses to provide services that are tailored to them. Organisations that don’t meet these expectations run the risk of falling behind to their competitors.

Fortunately there are a number of ways you can create a more personalised customer experience in your organisation and many of these ways involve data. Most organisations have access to a huge range of data about their customers and with a strategic approach this data can be used to enhance the experience for your customers, improving customer loyalty at the same time.

Use social data

Social media can give you a huge range of valuable information if you know how to interpret it, and this lets you see in real time what your customers are saying about you and gauge their reactions to your business. Many organisations still see their social media pages as a marketing tool but limiting your use of social media to advertising means you’re missing out on a lot of the potential that social media can give your organisation.

There are a number of platforms, such as Sprinklr, that can help you analyse social data so you can see what your customers like on a personal level. By monitoring your social media pages and responding to queries and complaints on an individual basis you can provide that one on one personalised attention that your customers have come to expect.

Make adjustments in real-time

A large part of providing a personalised level of customer service means meeting your customers’ needs in real time. Personalisation doesn’t just mean giving your customers what they want, it means giving them what they want at the time they want it and for this you want real time data. Having access to real-time data means you can be more flexible and adaptable to your customers’ changing individual needs at any given time.

Integrate customer data for a full picture

Great personalisation starts with understanding your customers. If you know who they are it’s going to be much easier to personalise your communication with them. By integrating your customer data from different sources you can get a clear picture of your customers from multiple different angles and in different contexts. This will help you understand them better and therefore serve them up a far better experience.

Data is a crucial tool for organisations that want to provide a personalised, quality experience for their customers. Hopefully these three suggestions will help you put data to good use in your organisation, for the benefit of your customers.

How to Boost Customer Engagement Through Multiple Channels

By | CCM, CRM, Customer Communication Management, Customer Engagement, Uncategorized | No Comments

When it comes to communicating effectively with your customers, consistency is absolutely crucial. Consistency breeds trust and it also helps you develop a strong brand identity. Customers are more likely to engage with an organisation that they trust and feel confident in. On the other hand, inconsistent brand messaging and communication are likely to have the opposite effect and can even drive customers away from your business.

Increasingly, customers are engaging with organisations through multiple channels, from email to social media to a mobile app. They may switch between different channels and they want to access their details, process transactions and interact with your business at all times and from anywhere they might happen to be.

According to, today’s customers expect to be able to retrieve their information and have a consistent experience across all these different platforms and this expectation is only going to grow in the future.

Customer experience has never been more important than it is today and this means you need to be able to deliver your customers the right message whenever they come into contact with your business. Due to the range of choice that today’s customers enjoy, if your organisation isn’t delivering the great experience people expect, they are likely to leave and just go elsewhere.

Fortunately we also live in a time where we have the technology and the means to provide a consistent customer experience and it doesn’t have to be too difficult or time consuming. Purpose designed CRM and CCM platforms allow you to deliver a multi channel experience by gathering data from customers and tracking their information across different channels, allowing for a more integrated experience.

All this data is then easily retrieved from any device, by call centre or customer service staff when communicating with a customer, or via the customer themselves from their mobile, laptop or tablet. This guarantees a consistent, unified message is delivered across all platforms.

Using the right automated communication management solution, organisations can track and capture all the data they need regarding customer engagement across the different channels. Many automated CCM platforms automatically update customer information and activities in internal systems and automate personalised follow up communications that are relevant to each individual customer.

Multi channel communication is the foundation of any great customer experience. By using the power of data and automating your communication processes you can save costs and provide your customers with a better experience that’s tailored to their individual needs across multiple channels.

What does the Future of Customer Communications Look Like?

By | Changing Technology, Customer Communication Management | No Comments

Customer experience is more important than it’s ever been before and this has led to the development and widespread use of new technology solely for the purpose of providing a better experience for customers.

More and more organisations are making customer experience a priority and this, along with the rapid pace of technological development, means that the future of customer communication will probably look very different than it does now.

So what can we expect to see in the world of customer communication in the future? According to Scott Draeger from GMC Software, over the next decade or so we can expect the following:

  • Ultra personalisation. Customers will be able to receive contextually appropriate messages at the exact right time thanks to the development of greater personalisation.
  • New devices made possible by the Internet of things. We could see customers receiving messages through their clothes, glasses, cars or other personal items instead of just through phones, tablets and computers.
  • Communication will get faster. While we might think today’s technology is fast, that’s nothing compared to how things will be in the future. With expected developments in processing technology it won’t be long before today’s fastest devices look like dinosaurs in comparison.
  • Robots and other services will manage the information that customers receive, and that organisations send. This will free up time for customers and also mean that organisations can use their resources more effectively.
  • Communication will be useful, but not intrusive. Filtering technology means that messages which are not valuable will be filtered out and only the relevant ones will get through. Organisations will need to tighten up their act and make sure they are sending messages that are useful and relevant to their customers if they want them to be received.

While many of these changes will relate to technology in general, they all can and probably will be applied to customer communication technology and practices. Customer experience is already becoming a focus for many organisations and this is only going to increase in the future.

The decisions you make for your organisation today will have a direct impact on how well you are able to meet your customers’ needs in the future. By keeping up to date with the latest technology and where we are headed in the future you can make decisions now that will stand your organisation in good stead as these changes happen.