ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Retail and Marketing

What to Look For in a CCM Solution

December 1, 2016
Reading Time: 3 mins read

By Nick Romano

The struggle to gain control of critical customer data.

The pressure on bank marketers to ensure an exceptional customer experience has never been greater. With innovative, customer-friendly alternatives to traditional bank offerings—such as those being provided by fintech organizations—banks have no choice but to keep up.

It’s not surprising, then, that many banks are considering investments in customer communications management (CCM) technology. The expectation is that the ideal CCM solution should allow banks to better engage customers in more meaningful ways. For most banks, the goals are clear:

  • Improved customer communications through data-driven personalization
  • Offerings that are tailored to each customer
  • Expanded mobile and self-service capabilities

How will they get there?

Access to the right customer data will be critical to the success of these efforts. Toward that end, InfoTrends and Prinova recently conducted a direct marketing survey to find out what works and why. For example, the InfoTrends survey found that more than 50% of respondents in all age demographics surveyed said personalization makes it more likely that they will open the direct mail they receive.

However, the research also revealed that more than 37% of the data that marketers need for effective, personalized campaigns is controlled by IT, rather than marketing. That means even simple customizations require a high degree of IT support and specialized programming expertise, which creates a nagging barrier for marketing in lines of business wanting improved personalization.

All this is driving the demand for CCM tools that will enable marketers in every industry, including banking, to overcome existing hurdles to accessing critical customer data.

How a cloud-based SaaS approach can help achieve improved personalization.

One approach worth consideration is to leverage cloud-based software-as-a-service (SaaS) technologies that are agnostic to the delivery system and integrate with existing print composition and digital channels to accelerate the delivery of agile and personalized customer communications. Cloud-based CCM technologies are making it possible for business users—independent of IT—to access customer data to create, modify, and approve personalized customer messaging content and targeting rules in communications across channels.

Adopting an approach of this kind enables a collaborative, self-service ecosystem in which business users are able to access easy-to-use, web-based editing tools to enter or change communications content. Self-service proofing and testing can enable users to see what content will look like in real-time. It is also possible to define a web-based approval workflow to ensure that only the content changes approved by the appropriate person or persons make it into production.

For banks, addressing security is essential.

In addition to streamlining personalization, security is another compelling reason to consider a cloud-based SaaS approach. For organizations desiring to keep customer or other sensitive data behind their firewall, a hybrid cloud model offers a means to get the flexibility of the cloud as well as the security of keeping data protected on-premise. SaaS hybrid cloud CCM solutions can address these concerns by ensuring that customer data is only required when digital communications are being generated at an organization’s premises or at its trusted print service provider.

Of course, banks should also make sure the hybrid cloud provider aligns with any applicable compliance and regulatory standards, provides secure connectivity, and follows the organization’s controls related to the access of customer data.

As organizations plan their customer communication strategies, it’s important to assess whether a SaaS CCM approach can integrate with existing delivery systems that the organization has already invested in.

To compete effectively, banks and other organizations need the ability to communicate new and personalized information quickly. Whether supporting marketing objectives or compliance, time to market with new information is more important than ever before.

The right SaaS CCM approach can offer a way to simplify the complexity that exists in the CCM infrastructure of most banking organizations, making it possible to deliver the agility and automation needed to ensure the highest levels of personalization and customer experience.

Nick Romano is co-founder and CEO of Prinova. Contact him at [email protected]. Follow Prinova on LinkedIn and Twitter.

ADVERTISEMENT
Tags: Customer communications
ShareTweetPin

Related Posts

#PracticeSafeChecks campaign wins two Telly Awards

#PracticeSafeChecks campaign wins two Telly Awards

Compliance and Risk
May 21, 2025

An ABA public education campaign warning consumers about the risks of check fraud has received two awards for video and television excellence.

Sanctions Compliance Pitfalls for Banks

How one bank’s ‘stop and think’ message slashed customer fraud losses

Compliance and Risk
May 20, 2025

What constitutes effective fraud prevention strategy? One path to success is a larger, strategic program.

FDIC: Number of unbanked households drops to new low

Kansas City Fed economist: Bank On may have reduced unbanked rates

Community Banking
May 19, 2025

An increase in the number of financial institutions offering Bank On-certified accounts may have contributed to the decline in unbanked households by lowering barriers to account ownership, according to new research.

Bank marketers double down on AI

Bank marketers double down on AI

Retail and Marketing
May 19, 2025

Bank marketers will continue to test the AI waters and find efficiencies and scale.

CFPB proposes to regulate large nonbanks in personal loan market

Survey: Customer satisfaction with personal loans holds steady

Mortgage
May 16, 2025

Overall customer satisfaction with personal loans has remained largely flat, according to J.D. Power’s 2025 U.S. Consumer Lending Satisfaction Study.

Directors Briefing: Millbury National Bank marks 200 years  of independence with CEO transition

Directors Briefing: Millbury National Bank marks 200 years of independence with CEO transition

Directors Briefing
May 14, 2025

“Millbury National has always been about serving our community, and that will never change.”

NEWSBYTES

#PracticeSafeChecks campaign wins two Telly Awards

May 21, 2025

Proposed amendment would add credit card rate cap to Senate stablecoin bill

May 21, 2025

ABA, associations urge senators to reject adding credit card routing mandates to stablecoin bill

May 21, 2025

SPONSORED CONTENT

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025
Six Payments Trends Driving the Future of Transactions

Six Payments Trends Driving the Future of Transactions

March 15, 2025
AI for Banks: A Starter Guide for Community and Regional Institutions

AI for Banks: A Starter Guide for Community and Regional Institutions

March 1, 2025

PODCASTS

Podcast: Accelerating banking for quick-service restaurants

May 8, 2025

How a Georgia community bank supports government-guaranteed lending nationwide

May 1, 2025

Podcast: Quantum computing’s shakeup in payments, cybersecurity

April 24, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.