From Chaos to Clarity: Implementing A Control System to Streamline Brand Communications

To prevent communication chaos, you need an air traffic controller for customer communications that sends the right messages at the right time via the right channel, without sending too many or conflicting messages.

At an airport, planes approach the runways from all different directions, with the pilots not knowing who's landing where. Without air traffic control, there is great potential for a collision or near miss. Similarly, when business communications come from different departments without each team knowing what other messages are being sent-or when-a collision is inevitable.

A customer engagement platform paired with journey orchestration acts like an air traffic controller for all communications. It prioritizes or suppresses messages for individual customers based on factors like recent interactions, marketing campaigns, preferences or real-time signals to prevent sending conflicting communications. For example, the system doesn't send a "renew your contract" message to a customer who is in the middle of a service journey contesting a wireless bill. Someone who is complaining about a billing error won't be eager to sign up for another year of mobile service.

Journey orchestration coordinates communication across print and digital channels. For example, banks are required to notify customers when their mortgage loan is paid in full. If the bank can prove that the customer opened an email notification, it doesn't have to send a printed letter. If the email bounces or is unopened after three days, the journey orchestration (JO) system sends an automatic trigger to send out the mail piece.

A communications control system:

• Integrates customer data to create a unified customer profile across departments and systems that allows for relevant messages that don't conflict with each other
• Coordinates messages across channels and departments to send fewer, more personalized and impactful messages at the right time
• Streamlines communication workflows across teams, departments and channels by allowing businesses to create, edit and share communication templates and assets in a single interface