Madison Advisors Executive Roundtable Summary April 2023

By Kemal Carr, President, Madison Advisors

Madison Advisors was excited to welcome Messagepoint as a participant in our 2023 CCM/CX Executive Roundtable event. Messagepoint presented and discussed its intelligent, unique approach to content management.

The traditional approach to content management is channel-focused, meaning content and presentation are managed in silos within channel-specific systems and disparate individual templates. Subsequently, you have content inside your CCM system, content inside your website management system, content inside your email management system, plus the same redundancy in your mobile management system. This strategy is inefficient, prone to error, and can become unmanageable especially as new channels proliferate, such as the addition of interactive personalized video (IPV), IVR and IOT.

With the current focus on customer experience, Messagepoint offers a content-centric approach, which will drive digital transformation, improve customer experience and move away from the channel-specific systems that exist today with individual templates. As powerful as the Messagepoint solution is, ultimately, it requires a fundamental change in how organizations think of documents and content.

The strategy of breaking down the standard customer communication document into content objects allows for more modular content. These content objects can include graphics, blocks of content, or even atomic content. Atomic content can be individual content pieces as small as a word, or a specific offer such as a 25% discount on select items based on demographic or other triggering mechanisms, within a larger standard repurposed paragraph. In addition, the support for atomic content allows for deeper personalization. This granular level of control is the core that provides the powerful flexibility to author content once, but flexibly repurpose it across any customer channel. This is the power that Messagepoint gives your organization.

The Messagepoint platform supports the COPE mantra: Create Once, Publish Everywhere. The advancement beyond COPE is CORE, Create Once, Repurpose Everywhere, a more powerful alternative to drive content sharing uniformity and proficiency across your customer communications channels. Additionally, Messagepoint provides full document composition and accessible content via APIs to support all available channels, thereby future-proofing content and communications.

The attendees at our Roundtable were from large banks, financial service firms, and insurance companies. Messagepoint’s content-centric message was well received. All the participating organizations have strict compliance and governance controls over customer communications. To support those requirements, the Messagepoint solution provides precise content version history and audit reports of content usage, robust enough to provide proof of usage and combat litigation. In addition, Messagepoint’s AI-assisted authoring capabilities help ensure communications adhere to compliance regulations.