Sometimes referred to as omni-channel or multi-channel
campaign management, CCCM software supports highly personalized and relevant
communications delivered across a variety of interactive channels and that
enables optimization, channel integration, and institutional memory of the
customer.
Cross-channel campaign management tools are usually integrated
product suites, some of which are built out of separate channel-specific or
feature-specific products that have been acquired and tied together. They
connect inbound and outbound, digital and non-digital campaign intelligence
within a single platform. For example, Infor
allows users to manage interactions with customers across 5+ channels, including
direct mail, email, phone, SMS, website, POS terminals, and IVR. In addition to
campaign planning and set-up, and real-time personalization features, analytics
tend to be a key feature set for CMM tools.
Benefits of
Cross-Channel Campaign Management Software
According to vendors and reviewers, CCCM software has a
variety of benefits, around both the quality of the customer experience and the
impact of marketing communications on new and recurring revenue. They describe
some of the advantages of managing campaigns across channels through one
solution:
- Consistent
communication with customers improves CX, leading to increased customer
lifetime value and advocacy.
- Easier to
create a single cross-channel view of the customer, which provides
intelligence for smoother cross-sells and upsells.
- Better
performance in terms of marketing campaign metrics, such as CTR and
conversions/registrations.
- Improved
customer retention as well as acquisition, meaning a higher ROI on
marketing investments.
CCCM vs. Marketing
Automation vs. All-in-One Marketing Software
Whereas CCCM tools tie together online and offline channels
and aim to create a comprehensive view of the customer, most marketing
automation platforms focus on coordinating digital marketing campaigns, are
centered around the lead object, and do not have as robust a view of the
customer across channels and throughout time. All-in-one marketing software is typically
less sophisticated than either CCCM or MA, in terms of analytics and channel
coverage especially, as those products are primarily intended for SMBs who only
want to purchase one marketing software tool. However, there is certainly some
overlap between all three categories. Generally, the differences between the
categories are mostly based on complexity of the product and positioning for
different user bases/use cases.
