a new approach to customer communications
 

A Unified Customer Communication Platform

The call for a new approach to customer communications

 

When considering how to approach new customer communications, companies must consider many things:

  • The regulatory context – delivery timing, type size, required enclosures
  • Consumer preference – for delivery channel, for example
  • Responsive design – so the communication can be read on any device
  • Opportunities for customer interaction – how can the customer take action?
  • Opportunities to inform, advise, or insert messaging or offers
  • How to involve a group of stakeholders into a collaborative process

Developing effective customer communications involves many stakeholders: branding, consumerism, marketing, legal and compliance all weigh in during the development of a new customer communication application.

This work takes time, and requires collaboration across departments and business areas.

Given the cross-functional nature of the work, companies are increasingly setting up centers of excellence to concentrate this activity in a shared service model and need more collaborative environments and flexible architectures.

Adding legacy applications to the mix

The majority of customer communications are generated by “legacy applications” developed to suit a specific purpose using technology available at the time.

These applications commonly generated a single output type to serve the only communication delivery option at the time – the mail. When targeting today’s consumer, companies need to consider how they will approach legacy application modernization.

Making global changes is a seemingly insurmountable task. Legacy applications are often inherited from mergers and acquisitions, developers who know the applications have retired, and making changes requires detailed work on each application.

Compounding the challenge, source data may be difficult to access and business logic challenging to infer.

Companies must also apply a “triage” effort to determine the severity of these issues and weigh the value of a complete redesign versus implementing simple changes.

A unified customer communication solution

Sefas has developed a unified customer communication solution that addresses these challenges. In our early years we developed separate software tools for composing new communications in batch and interactive modes, and for enhancing legacy applications.

To focus on usability, we considered the best capabilities of each and combined these into one centralized and unified customer communication environment.

We believe that customer communication management practices within an organization will continue to become a shared service as corporations looked to leverage hubs of service and reduce IT complexity.

With this in mind, we chose to preserve many of the most useful capabilities from our composition solution:

  • Collaborative design
  • A modern graphical user interface
  • A centralized data model
  • Object orientation
  • Version control

For post composition tasks targeted to enhancing and optimizing legacy applications, we maintained all of the robust power of our processing and enhancement engines.

The result is a unified central environment that users can access from any location, with the tools to develop new applications, and enhance and optimize legacy applications for any delivery channel.

The result is a single vendor solution for unified customer communications.

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