Provide the Best Possible Experiences for UK Citizens with Effective Customer Communication Management for the Public Sector

by | Sep 20, 2021

5 Factors That Public Sector Organisations Need to Consider When Selecting a Customer Communications Management partner

Public sector entities in the United Kingdom have traditionally had very limited options when it came to communicating with citizens. They didn’t have the means to address the individual needs of the public, instead they relied on various forms of broadcast communications. But things have changed – ‘stay-at-home’ orders of the past 18 months accelerated the use of digital communication, which solves many of these communication challenges. As a result, most public entities in the UK have come to understand its value.

“50% Of public sector respondents said developing a digital service mode was a top priority for their organisation in the next year. Additionally, 87% of survey respondents agreed that improving customer experience is a top priority across all public services nationwide” – Survey by Ring Central

A Customer Communications Management (CCM) platform can be a crucial enabler in helping public sector entities achieve digital first modes. It provides citizens with the great experiences they have become accustomed to from private sector product and service providers. It is important to note, however, that not all CCM platforms are equal.

Need an experienced, reliable CCM partner that delivers results? CONNECT WITH A DOXIM CCM EXPERT TODAY


5 Factors that your organisation should consider when selecting Customer Communications Management for the public sector

1. Cost saving

The costs of printing and mailing physical documents to citizens are significant.

While the UK economy has bounced back from COVID-19 quicker than many expected, public-sector offices and estates are still being impacted. In fact, 63% of respondents to the RingCentral survey said reducing costs was their top priority. A comprehensive CCM platform can help reduce the cost of sending, storing, and managing customer documents.

Given the sensitive nature of information that some public sector entities hold, there are also regulatory costs which must be considered. These include the storing of hard copy documents, as required by retention regulations. In the UK, this is governed by regulations such as GDPR alongside the Data Protection Act of 2018 and the Privacy and Electronic Communications Regulations (PECR).

As such, any CCM solution should help organisations stay compliant with the relevant regulations in whatever geographies they operate in. The digital storage of customer documents within a CCM platform reduces the likelihood of customers misplacing the original document and vastly improves the ability of customer service agents to locate documents (stored digitally, rather than in hard copy). It also facilitates the placement of targeted offers without increasing costs.

2. Consolidation and operational efficiency

Typically, councils will have a whole range of suppliers to create, store and present or deliver communications and documents. It would not be uncommon to have one supplier for archiving, one for printing and post/mail, one for document composition and one for email marketing. There could then be multiple suppliers for each of these functions across different departments or units. Consolidating all of this in to one CCM service provider can bring both savings and operational efficiencies.

Furthermore, a CCM platform helps improve efficiency by decreasing the time spent on customer queries, and it gives customer service representatives immediate access to customer documents, so they can resolve customer queries quickly and efficiently.

3. Agility

Historically, agility is not a quality anyone would associate with the public sector. This is especially true when it comes to billing. We have found that inflexibility of billing is a challenge for all our clients but is an especially big headache for councils. The past 18 months have only exacerbated those headaches, with councils unable to bill people properly and citizens unable to pay. In fact, as many as 3.5-million people across the UK are behind on payment of their council tax bills.

By using the right CCM platform, councils can ensure that bills not only reach their constituents on the channels they’re most comfortable with (and in a format that makes payment easy), but they can also leverage data to create payment plans to recoup outstanding monies.

4. Digital transformation strategy

While public sector bodies may have been slow to adapt to digital-first strategies, the pandemic forced their hands. There’s also no turning back now. It is evident how digitisation enables even the largest and most mature organisations to respond to crises.

Customer communication should be central to any digital transformation strategy, especially as the aim should be to create great customer experiences. A CCM platform can, therefore, be an integral tool for any public sector body looking to embrace digital transformation.

5. Accessibility

Finally, it’s important to note that a good CCM platform will allow your public sector organisation’s communications to be accessible to people with disabilities.

Ensuring that communications are accessible to people with disabilities is not only a moral imperative, but also a legal requirement.

Transactional communications and documents, such as statements, bills, tax documents and others, need to be produced on time and at scale for thousands of recipients, and present one of the key challenges when it comes to accessible communications.

To ensure such communications are compliant, your organization needs a technology partner capable of providing a variety of compliant formats, reliably and in a cost-effective way.

Ideally, a CCM’s accessibility solution should include the following capabilities and benefits:

  • Digital document accessibility: accessible PDF and HTML documents
  • Accessible physical formats: large print and Braille
  • Accessible end consumer online portals
  • Complete solution from template development to accessible statement composition, production, and delivery via digital channels and mail
  • Creation of accessible documents at scale, based on compliant and tested templates meeting WCAG 2.0 AA standards

Effective customer communications management for the public sector enables great customer experiences

Ultimately, your public sector entity has a duty to provide the best possible experiences for the citizens you serve. Your best hope of doing so is to take a digital-first approach, which has communication at its heart.

Selecting a partner that can deliver effective Customer Communications Management for the public sector will enable your organisation to do so in a way which is transformative, efficient, and which works towards the best interests of both your organisation and the public.

Let’s discuss your public sector organisation’s requirements. CONNECT WITH A DOXIM CCM EXPERT TODAY

3. Expansion of digital products

As banking customer behavior shifts, banks must move with the times, or risk getting left behind. Many banks today are exploring the power and potential of open banking, which can allow them to offer more innovative products and services to their customers, as well as to better compete with fintech companies and other non-traditional financial service providers.

As you shift your banking business model to reach new segments or provide an enhanced array of services, communication becomes even more pivotal to your success. After all, if your customers don’t know which new services they qualify for, or how those services will help them meet their goals, then they are unlikely to explore them further. CCM technology can be leveraged here to provide personalized on-statement messaging that directs customers to the right products and services, as well as 1:1 personalized “explainer” videos to help them get started.

Adjusting your bank’s priorities to thrive in 2023

In an era of constant change, the key to successfully transforming your bank’s business model will be to stay attuned to the changing needs and preferences of customers, and to be open to exploring new opportunities and technologies that can help your FI stay competitive and relevant. But these new opportunities are doomed to fail if you do not clearly communicate their benefits and make it simple for customers to access them.

That is why transforming your customer communication strategy is the best first step to broader digital transformation. By updating your approach to communications to meet omnichannel customer needs, you also position your bank to communicate the benefits of changes in your broader organization, like new or enhanced products and services. The pace of change in banking has never been brisker – but with the right strategic approach to these changes, the future is bright.

Investing in a modern customer communication management and engagement platform is an essential part modernizing your banking strategy, as it can provide the personalized digital experiences that will keep your bank or credit union ahead of the competition. It helps provide a great customer experience, and builds rich relationships, which in turn results in customers for life and a competitive advantage in the rapidly evolving financial marketplace.

How Doxim can address the banking customer communications trends identified and help future-proof your digital banking strategy

banking customer communications trends

Doxim’s experienced consultants and omnichannel platform can help transform your customer experience in many ways, including:

  • Gathering and utilizing customer data to continually improve the personalization of communications.
  • Building trust with customers via communication (via print, PDF, HTML, email, text, and online interactive experiences).
  • Leveraging interactive video to drive personalized digital customer experiences, such as interactive statements, bills, or reports, that offer visual engagement and real-time interactivity
  • Putting customer data, including customer statements, at the fingertips of your service representatives for immediate and personal service.
  • Making a meaningful connection with value-added content, like information about philanthropic activities, on customer statements.

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