By Cassandra Balentine
Customer communications management (CCM) delivers value to retail and marketing sectors by enabling personalized, engaging, and efficient customer experiences.
With a pointed CCM strategy, benefits include enhanced customer engagement, improved brand consistency, data-driven personalization, increased efficiency and cost savings, faster time to market, preference management, and better regulatory compliance.
CCM Products
Several CCM providers support retail and marketing environments.
Crawford Technologies’ AccessibilityNow platform is designed to transform customer communications by making them fully accessible. Combining cutting-edge software with a comprehensive range of tailored services, the platform addresses the diverse document accessibility needs of organizations across the retail and marketing sectors. By leveraging AI and automation, AccessibilityNow offers flexibility, seamlessly supporting the unique processing demands of high-volume transactional customer communications and all kinds of static documents.
At its core, AccessibilityNow is committed to fostering effective and accurate communication. The platform empowers organizations to connect with anyone, instantly and seamlessly, regardless of language, location, or ability. One of its standout features is the ability to facilitate real-time interactions that overcome barriers of dialect, disability, and distance, ensuring inclusivity in every exchange.
Also suited to retail and marketing sectors, enterprise communications processing (ECP) is Crawford Technologies’ comprehensive approach to managing and optimizing all aspects of customer communications within an organization. It provides a centralized platform that integrates various communication processes, from document creation and delivery to preference management and analytics.
At its core, Crawford Technologies’ ECP solutions aim to streamline and enhance the entire customer communication lifecycle, ensuring that every interaction is personalized, timely, and delivered through the customer’s preferred channel.
For retail and marketing, the most utilized and beneficial Papyrus Software CCM product features typically revolve around personalization, omni-channel engagement, and agile campaign management. Key examples include personalized content creation and dynamic assembly, enterprise content management and government, omni-channel communications, campaign management and automation, data integration and analytics, print on demand and targeted print, and template management and business user empowerment.
Real AI in CCM
Artificial Intelligence (AI) is changing how Crawford Technologies enables organizations to improve efficiency, reduce costs, and provide more personalized and accessible communications to their customers.
Examples include language translation, intelligent workflows, personalization, rapid onboarding, and automated data extraction.
Papyrus has integrated AI functionality into its core platform in two key ways, including user-trained agent (UTA). Papyrus’ patented AI solution, the UTA, learns from user activity through pattern recognition and provides intelligent guidance on next steps and recommended responses, boosting user productivity.
Papyrus integrates with external AI systems like Microsoft Cognitive Services and other generative AI services for tasks like document and content editing, sentiment analysis, adjusting reading levels, and translation, leveraging best-of-breed AI capabilities.
“This approach combines the power of in-house AI with the flexibility of integrating with specialized external AI services, providing a comprehensive and adaptable solution for modern CCM,” says Pucher.
Mar2025, DPS Magazine
