Changing a comma shouldn’t take two weeks to fix

BY Ed Worsfold

A key part of your customer communications messaging strategy is enabling the business units to actively manage their own content.

Why?  Well, for one reason, it shouldn’t take two weeks to update a message to change a comma (I have actually heard examples of minor fixes taking even longer to change). The reason for the time lag is that many companies are still handling their transactional communications, with change requests having to go to IT and then back to the business users.

You need a business layer in your architecture

Consider adding a business layer into your Customer Communications Management systems.  This pushes the ongoing maintenance to the right users while ensuring the IT resources that support your systems and conversions to the new platform can continue to do so. Think about the benefits – more productivity for IT and business users, communication changes and updates get into the hands of customers more quickly.

At the end of the day, having this business layer allows your business units to manage:

  • Teams
  • Touchpoints
  • Content
  • Rules
  • Approvals
  • Reporting

Your IT resources maintain the base templates and core applications and your business units maintain the content. This decouples the content and rules from the delivery channels providing the right segregation of duties for your enterprise to get your system converted as quickly and efficiently as possible.  This is one of the reasons why we built Messagepoint.

About the Author

Ed Worsfold is the VP of Marketing with Messagepoint, and has been Marketing B2B - Enterprise software technologies for almost 20 years.

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