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A Quick Tour of the “IDC MarketScape: Worldwide Intelligent Customer Communications Management 2024 Vendor Assessment”

Posted on by Scott Draeger

By Scott Draeger, SVP of Product Marketing and Vertical Solutions at Smart Communications

Every other year, IDC provides a highly anticipated assessment of the CCM market.  In December 2024, IDC’s Marci Maddox released two pivotal IDC MarketScape reports, spotlighting key business and technology trends shaping the future of enterprise communications. These insights guide technologists, communication owners, and architects as they prepare for the next wave of advancements.

I’d like to share my perspective on some of the most important innovations highlighted in the Worldwide Intelligent Customer Communications Management report and how they align with the Smart Communications portfolio. These capabilities have been empowering our clients to achieve greater efficiency, speed, and value in the cloud for years.

The first key finding is that CCM communications have grown from a base of routine outbound communications to include business critical data collection experiences that replace legacy forms technologies. The report states: “Forms capabilities have been underutilized, mostly relegated to web forms, and have missed the opportunity to connect data during interactions with the end-to-end customer journey processes and be a source of value to the AI engines for better personalization of customer communications experiences.” Let’s look at Smart Communications’ Conversation Cloud™ to see organizations transform how they collect data, turning poorly performing legacy approaches into transformed digital experiences with SmartIQ™. You can see for yourself how SmartIQ helps insurance clients submit claims with digital experiences that are quick to implement, reduce errors, and avoid the IT backlog.

While CCM expanded to include new experiences, the report explains how channel dynamics have changed in the past two years. “CCM’s strength is in generating a variety of output (e.g., guided forms, communications, messages, and interactive tasks) to a range of delivery channels (e.g., print, email, SMS, voice, digital wallet, and IoT) in multiple formats (e.g., HTML, XML, PDF, AFP, WEBM, and MP4) tailored to any audience or recipient (e.g., customers, citizens, partners, suppliers, chatbots, and machines).” Communications technology like SmartCOMM™ has been making it easier to design and deliver omnichannel communications with features like Editions to easily express approved content through a variety of channels without the need for redundant designs. In 2024, SmartCOMM users experienced innovations in capabilities like Interactive Merge, Embedded Template Editor, and Business Events that made it easy for business users to engage in customer conversations that are individually tailored to recipients, even in multi-stakeholder situations with complex regulations. 

Looking forward, CCM is evolving to include more people with a variety of new and exciting skills in a way that blurs the traditional ownership of communications technology within the organization. The finding, “With the increase in technology-generated customer communications and nearly half of the organizations witnessing a rise in customer service correspondence in the past 18 months, there is a trend toward digital transformation in customer interactions” conveys the speed at which firms that have postponed communication innovations are being left behind by their peers. SmartCOMM offers seamless batch, interactive, and on demand technology that integrate to forms experiences with technology like the Embedded Template Editor, creating a valuable portfolio integration. When a communication can be converted from batch to self-service on demand or even an employee-assisted interactive experience without redesigning, reprovisioning, or re-hosting; communication owners can scale efficiencies that also improve customer experience.

As you can see, the innovations in the Smart Communications Conversation Cloud are in line with the market direction explained in this critical report. We hope you read the report and challenge your current and prospective vendors to show you where these critical innovations are within their portfolios, how these capabilities are connected, and the benefits they bring to organizations like yours.

To download a complimentary copy of the full report, please click here.

 

About the Author
Scott Draeger is the SVP of Product Marketing and Vertical Solutions at Smart Communications. He has a passion for collaboration, and over 25 years of innovating customer communications technology, around the globe. He focuses on improving communications for the recipient while improving performance for the business. He started as a document designer using a collection of hardware and software technologies, before moving to the software side of the industry. He finds connections across disciplines with certifications in graphic design, customer experience, electronic documents, and an MBA in international business.

Focus on CX: “IDC MarketScape: Worldwide Automated Document Generation and Customer Communication Management 2024 Vendor Assessment”

Posted on by Scott Draeger

By Scott Draeger, SVP of Product Marketing and Vertical Solutions at Smart Communications

IDC has earned a great reputation for identifying the upcoming trends in the CCM market, and Marci Maddox’ 2024 research builds upon a strong body of work that has covered several generations of Automated Document Generation Customer Communications Management (ADG/CCM) CCM technology[SD1] . In this blog, we will explore how Smart Communications helps clients focus on CX to avoid falling behind in a time where organizations are under pressure to improve experiences or lose business to competitors.

The research suggests that organizations that have postponed projects to improve customer communications are about to fall behind in terms of both customer experience (CX) and employee experience (EX,) as leading ADG/CCM technologies deliver benefits to prospects, customers, and employees that are beyond the capabilities of legacy CCM technologies. The report targets technology evaluators by suggesting; “Buyers should proactively consider an expansive set of use cases across automated document generation and customer-facing functions to fully leverage the value an ADG/CCM application can provide.” The ADG/CCM technology is designed not to address communication obligations one document or channel at a time, but to enable seamless, journey-wide customer engagement. It achieves this by sharing content across channels, ensuring accessibility, and supporting consistent, cohesive interactions throughout the entire customer journey. 

ADG/CCM technology has grown to support more steps of the customer journey by including more types of communication across more channels. According to the research, “ADG/CCM applications tailor the user experience to generate documents and communications within the context of a task, use case, or business value stream.” Legacy ADG/CCM technologies focus on discreet communications, almost totally ignoring context. With features like Conversation History, Smart Communications captures communication metadata for later repurposing in downstream systems to optimize customer experience and reduce costs. 

If you haven’t looked at CCM technology to improve customer experience, you risk falling behind as advancements continue to accelerate while you remain static. As a Leader in the space, Smart Communications has continuously improved on our award-winning cloud-native CCM technology for automated document generation. In the market, “Vendors have advanced document generation to include personalization elements by pre-populating communication workflows with data-driven rules or the newer AI and generative AI (GenAI) capabilities.” Smart Communications is ready to support you as you make your next move.

In the automated document generation space of CCM, our SmartCOMM™ technology stands out by offering a unified environment. It transforms applications capable of generating billions of batch communications into self-service, on-demand communications – or even employee-assisted interactive experiences – all without the need for redundant designs, deployments, or approval cycles.  Additionally, SmartCOMM can deliver tailored communications to multiple parties using multiple channels by leveraging capabilities like interactive merge, editions, and draft editor.

As we look to the future of your customer conversations, consider this important message from the report; “Despite the level of change, planning should start immediately to outline a communication strategy focusing on the CX or risk of falling behind customer expectations and its implications for customer loyalty, lifetime value, and profit margins for the business.” If you have been sitting out of the market by postponing investments, your competitors may be beating you on experiences. 

The good news is that Smart Communications cloud-native technologies have a reputation for delivering value quickly by combining flexible low code interfaces with the instant availability of cloud-based architecture. You can catch up to your competitors, and pass them, faster than you think.

Download the report today and get started on your CCM transformation.

About the Author
Scott Draeger is the SVP of Product Marketing and Vertical Solutions at Smart Communications. He has a passion for collaboration, and over 25 years of innovating customer communications technology, around the globe. He focuses on improving communications for the recipient while improving performance for the business. He started as a document designer using a collection of hardware and software technologies, before moving to the software side of the industry. He finds connections across disciplines with certifications in graphic design, customer experience, electronic documents, and an MBA in international business.

McKinsey Offers Advice on Upcoming Changes to CMS Star Ratings

Posted on by John Zimmerer

By John Zimmerer, VP of Healthcare Marketing at Smart Communications 

In an article (registration required) published August 13, 2024, McKinsey & Company provide an excellent analysis on the upcoming changes to the Centers for Medicare and Medicaid Services (CMS) Star Ratings program.  

In the article linked above, the firm underscores the significance of CMS’s shift toward health outcomes and highlights how member experience will continue to impact scoring. I’ve compiled those insights, what they mean for healthcare payers like you, and how Smart Communications’ solutions can help, in this article below. 

Key Findings from the Report 

The full report is well worth the read, but I’d like to call out a few points that caught my attention. 

I’ve written and presented in the past on the importance that Medicare beneficiaries place on the Star Ratings when choosing a plan. McKinsey has been surveying this population for several years, and noted in the report that Star Ratings, as the most important factor in plan selection, increased from 5% in 2020 to 24% in 2023. They also analyzed plan enrollment data and found that, as of the 2023 plan year, 76% of those enrolled in a Medicare Advantage plan were in plans rated four or more Stars, up 10 percentage points since 2015. Clearly, Star Ratings matter to potential enrollees. 

McKinsey called attention to the fact that, starting in 2025, quality of care and outcomes will be weighted more heavily in CMS Star Ratings. According to their analysis of plans with a high percentage of members in value-based contracts, McKinsey found that providers that do better on HEDIS and CAHPs surveys can be linked to a 0.5 to 1.5 percent reduction in medical loss ratio (MLR). So, focusing on quality should help Medicare Advantage plan members achieve better outcomes and the payers that offer those plans be more profitable. 

And while member experience measures will decline in weighting in rating year 2026, McKinsey pointed out that those measures will still make up a considerable portion of the aggregate Star score. McKinsey advises: “High performance in these competitive measures will continue to be critical to achieving a 4+ Star Rating for the foreseeable future.” 

What Payers Can Do to Improve CMS Star Ratings 

McKinsey suggests that, to help improve quality metrics, payers can strengthen provider relationships by developing digital provider-enablement tools that offer near-real-time member data. They called out that these capabilities will become increasingly critical as clinical Star measures become more time-bound (for example, requiring member-level follow-ups within 30 days after an event). 

They also noted that this year marks the first time in which CMS will collect data to benchmark performance for the Health Equity Index (HEI). As McKinsey puts it: This means that to maximize performance in rating year 2027 (RY2027), payers need to prioritize identifying—and engaging—members with HEI-defined social risk factors now.  

They suggest that two of the important demographics to focus on will be members of dual-eligible special needs plans (D-SNPs) and those eligible for the low-income subsidy (LIS). The article says, “Improving HEDIS scores is important, as their performance will have a greater effect on overall Star Ratings given that the newly introduced HEI is expected to comprise select HEDIS and pharmacy measures. While identifying D-SNP and disabled members from member profiles should be relatively easy, identifying LIS-eligible members could require more effort. CMS estimates up to three million seniors could benefit from this program but are not currently enrolled. To find likely LIS-eligible members, payers can consider claims, socioeconomic data, geospatial data, as well as information from screenings and surveys related to social needs and wellness, among other data types. Beyond current MA members, payers can also zero in on their own commercial or individual plan members who will age into Medicare in the near term.” 

McKinsey also states that, “…member outreach is imperative, and personalizing targeted messages can help ensure necessary actions are taken. Subsequently, tracking how such outreach initiatives affect results is important for reallocating resources away from low-ROI methods.” They suggest that the focus of this outreach should be on recommending that members consider higher-quality yet lower-cost care, and that enhancing member experience to address care gaps and identifying members with social risk factors are important next steps. 

McKinsey closes with this statement, which I’m including verbatim: 

“Investing in automation and other digital technologies such as generative AI is key to improving member experience. For example, automated prior authorization, customer self-service AI chatbots, targeted member messaging, and automated outreach could help plans’ Star performance. 

A Smart Solution for Improving Star Ratings 

Such tools, like The Conversation Cloud™, can also have the added benefit of helping reduce costs, especially administrative expenses. Our analysis indicates that in 2025, MA payers could face administrative and medical cost increases of $50 per member per month (PMPM), driven by increased healthcare utilization and administrative spend, and $30 PMPM revenue impact due to rate declines (Exhibit 3). Administrative efficiencies gained from improved digital tools will help offset these increases and the investments needed to fully integrate Star Rating improvements into the overall MA strategy.” 

The Conversation Cloud fits perfectly with these recommendations. Our solutions can integrate with core systems to provide a highly secure enterprise-wide engagement platform. Specifically: 

  • Payers can use SmartIQ™ to conduct HEDIS and CAHPS surveys.
  • Payers can use SmartIQ to survey and screen members on their social risk factors (SRFs).
  • Payers can use SmartIQ workflows to automate outreach messages to members.
  • Payers can feed data from SmartIQ, core systems, and third-party data sources to send targeted outreach messages to members (e.g., re: LIS eligibility and lower cost options), potentially using SmartCOMM to manage the communications.
  • Payers can use Conversation History as a data source for tracking responses to iteratively improve outreach initiatives.
  • Payers that implement these tools could recognize the cost savings that McKinsey estimates. 

Contact us to learn more about how our software can support your quality improvement efforts.

Smart Communications Earns Luminary Status in Celent’s 2024 Customer Communications Management Solutions Report: A Testament to Excellence

Posted on by Eileen Potter

By Eileen Potter, VP of Insurance Marketing at Smart Communications

In an era where customers expect personalized, engaging communications at every interaction, the role of Customer Communications Management (CCM) solutions in the insurance industry has never been more critical. Recognizing the leading innovators in this space, Celent, a prominent industry analyst firm known for its thought leadership and technology insights, has recently unveiled its 2024 Customer Communications Management Solutions: Global Insurance Edition. Among the recipients of the Luminary category—a recognition reserved for solutions that excel in both advanced technology and breadth of functionality—is Smart Communications.

Celent: Delivering Industry Insights and Expertise

Before delving into the significance of Smart Communications’ achievement, it’s important to understand the weight that Celent’s recognition carries within the insurance industry. Celent is recognized for its comprehensive research and analysis of technology trends and innovations within insurance, and their reports are widely regarded as authoritative guides that help insurers make informed decisions about technology investments. The firm’s reputation for deep industry knowledge and technology insights makes being named a Luminary in their CCM report a significant honor.

Smart Communications: A Leader in CCM Solutions

Smart Communications has been at the forefront of transforming customer communication strategies for insurers, with a proven track record of success working with both Property & Casualty (P&C) and Life & Annuity (L&A) insurers globally. The recognition as a Luminary in the 2024 Celent report underscores our commitment to pushing the boundaries of what’s possible in CCM technology.

Additionally, the report provides insights into the technology behind Smart Communications and its ability to scale with the needs of growing insurance companies. The solution’s flexible pricing model and strong customer support further enhance its appeal, making it a smart investment for insurers looking to enhance their communication strategies.

Excelling in Advanced Technology and Breadth of Functionality

Smart Communications’ recognition as a Luminary is a testament to its excellence in three key areas of CCM functionality: Content Management, Workflow Management, and Integration.

1. Content Management: At the core of any effective CCM solution is robust content management. Smart Communications excels in this area by providing insurers with tools that allow for the efficient creation, storage, and retrieval of communications content. SmartCOMM supports the entire content lifecycle, enabling insurers to manage complex content needs across different lines of business. With a focus on personalization and compliance, Smart Communications enables insurers to deliver a customer-centric experience at every touchpoint in the policy and claims lifecycles.

2. Workflow Management: Workflow management is crucial for streamlining communication processes, ensuring that tasks are completed efficiently and that communications are delivered in a timely manner. Smart Communications offers sophisticated workflow management capabilities that allow insurers to automate and optimize their communication processes. This not only reduces operational costs but also enhances the overall customer experience by reducing the time it takes to deliver important communications.

3. Integration: The pace of change in technology continues to accelerate, making the ability to integrate with other systems is a critical aspect of any CCM solution. Smart Communications’ platform is designed with integration in mind, allowing it to seamlessly connect with a wide range of technologies, including core insurance platforms, CRM systems, and document management systems. This flexibility ensures that insurers can easily incorporate Smart Communications into their existing technology ecosystems, further enhancing the value of the solution.

Additionally, it is impossible to note the pace of technology change without mentioning GenAI, since most insurers are currently determining what their approach to using this technology will be – especially when it comes to customer communications. As insurers look to apply GenAI technology, it may be internally developed, externally sourced, or a hybrid solution. The technology evolving quickly, and the chances that an organization’s strategy will change are high. Smart Communication’s approach of incorporating GenAI prompts that access industry leading GenAI capabilities, integrate to internal technology, or access hybrid technology will allow organizations to implement GenAI in the way that is best for their business, enabling the agility to pivot to a new solution, ultimately giving them the confidence that their solutions will adapt to changes in rules, technology, or business direction.

Comprehensive Overview in Celent’s Report

Celent’s 2024 CCM Solutions report offers a detailed profile of Smart Communications, providing an in-depth look at the solution’s functionality and technology – a comprehensive overview that offers insurers a clear understanding of how Smart Communications can enable them to effectively manage and deliver customer communications across the enterprise.

As you evaluate the report graphic, you may notice that several vendors have been moved to other categories, and some are no longer mentioned, meaning they chosen to participate in the report this year.

The Luminary category is the pinnacle of Celent’s ranking system, highlighting solutions that not only possess advanced technological capabilities but also offer a comprehensive suite of functionalities. This places Smart Communications among an elite group of CCM providers that are setting the standard for the industry, and we are proud to be named a Luminary by Celent.

The Future of Customer Communications

In an industry where customer experience is a key differentiator, the ability to communicate effectively and efficiently is critical. Smart Communications’ innovative technology and comprehensive functionality make it a valuable partner for insurers looking to stay ahead of the curve, and our recognition as a Luminary in Celent’s 2024 CCM Solutions report is a clear indication that we are well-positioned to meet the future needs of insurers.

To learn more, access a complimentary copy of the report here.

What is Interaction Experience Management (IXM) For Insurance?

Posted on by Eileen Potter

By Eileen Potter, VP of Insurance Marketing at Smart Communications 

Today’s customers demand more than just efficient policy management and claims processing—they seek a seamless, personalized experience at every touchpoint. As insurers strive to meet these new standards, the focus is shifting towards creating interactions that are easy to understand and enable prospects and policyholders to conduct business with them at their convenience.  This is where Interaction Experience Management (IXM) for insurance comes into play.

IXM represents a transformative approach to managing customer interactions, leveraging advanced technologies to turn traditional, often cumbersome processes into streamlined, engaging conversations. For insurance companies, IXM is not just about enhancing communication; it’s about redefining how they connect with customers throughout the entire lifecycle. 

Watch the video, ‘IXM and Insurance’ to hear more about this topic from Aspire’s Senior Research Analyst, Will Morgan.  

What is IXM?

Interaction Experience Management (IXM) is an emerging segment of technology that focuses on optimizing customer interactions across various channels. Unlike traditional methods, which often rely on static, paper-based forms or fragmented digital solutions, IXM enables dynamic, two-way communications. This approach ensures that customer data collection and management are both efficient and personalized, driving a more cohesive customer experience. 

Industry experts, including Aspire CCS and IDC, highlight that while many insurers have made strides in customer communications, they often overlook the critical need to modernize their forms processes. The result? Operational inefficiencies, missed opportunities for personalization, and a disjointed customer experience. Our own Benchmark study found that 67% of insurance customers are likely to end an interactions with a company if the way they collect information is too difficult — up from 54% in 2023. 

Why IXM Matters Now  

The insurance sector is witnessing a significant shift in customer expectations. Customers now expect interactions to be as seamless and efficient as those they experience with leading digital platforms like Netflix and Amazon. They want fast, personalized, and convenient interactions across their preferred channels. 

Our Benchmark research also indicated that 83% of customers value a mobile or web-friendly experience when completing forms. This shift underscores the need for insurers to move beyond outdated, manual processes and embrace technologies that facilitate smooth, interactive experiences.  

The unfortunate reality is that many insurers still gather and store customer data on multiple disconnected point solutions, forcing them to navigate the complexity of regulations across a web of different business units, systems, and channels. This increases compliance costs with regulatory frameworks like CPRA, GDPR, and other consumer-focused data handling and reporting regulations. 

Furthermore, in traditional forms processing, first-party data collection offers only low-quality data that businesses cannot easily share across silos or leverage to inform larger initiatives. Finally, many insurers still rely on paper-based HTML or fillable PDF files. That inefficient complexity comes at a cost: licensing fees, skyrocketing technical debt and mismanaged time, rising employee frustration, and—as we’ve already noted—a slow and muddled customer experience. 

By leveraging cloud-based IXM solutions like SmartIQ, Insurers can transform and streamline critical touchpoints along the customer journey, including:

  • New Business Applications, both primary and supplemental
  • Policy Changes and collecting renewal information
  • Claims Submissions, including the submission of additional information
  • Beneficiary Management 

Benefits of IXM For Insurance Organizations

Enhanced Customer Engagement: IXM allows insurers to integrate various interactions channels, enabling customers to engage through their preferred platforms and ensuring a more connected and engaging experience. 

Personalized Experiences: With IXM, insurers can offer tailored, digital-first data collection experiences. This level of personalization helps meet customer needs more precisely, enhancing overall satisfaction. 

Relevant, High-Quality Data: IXM helps in collecting and managing data effectively. Structured, high-quality data facilitates informed decision-making and improves the accuracy of customer interactions. This is crucial, as poor-quality data can lead to compliance issues and hinder business operations. 

Cost Efficiency: By automating data collection processes and providing intuitive self-service options, IXM reduces the reliance on costly customer support and call centers, leading to significant cost savings. 

Reduced Compliance Risk: Automation and improved data management reduce the likelihood of errors, particularly in sensitive interactions like those involving personal information. This minimizes the risk of regulatory fines and reputational damage. 

Improved Employee Experience: With a diverse and often remote workforce, providing the right tools for managing customer interactions is essential. IXM enhances employee productivity by streamlining processes and ensuring access to the necessary information, leading to a better customer experience overall. 

Interested in learning more about IXM? Read our comprehensive guide on “Next-Gen Enterprise Data Collection: The Role of Forms in Interaction Experience Management (IXM)” to discover how this innovative approach can transform your insurance business. 

Conclusion

As the insurance industry continues to evolve, embracing IXM is crucial for staying competitive and meeting modern customer expectations. With 74% of enterprises expanding their investment in customer experience technologies, IXM represents a vital advancement in your tech stack.  

Register today to gain complimentary access to the Aspire Leaderboard IXM Grid.

What is Interaction Experience Management (IXM)?

Posted on by SmartComm

By Smart Communications

Regardless of your industry, customer expectations will (and should) always drive your organization’s innovative investments. When it comes to crafting an exceptional customer communications strategy, staying ahead means more than just delivering information – it’s about creating meaningful interactions that truly resonate with your audience. 

Enter Interaction Experience Management (IXM)—a transformative approach that reshapes how organizations collect data from and communicate with their customers. IXM enables personalized, seamless customer experiences across preferred channels, allowing you to scale meaningful interactions like never before. 

Watch the video, ‘Introduction to IXM’ to hear more about this topic from Aspire’s Research Director, George Parapadakis. 

What is IXM? 

IXM, or Interaction Experience Management, is an emerging market segment focused on technologies that facilitate seamless customer interactions across digital channels. IXM covers solutions that transform traditional one-way interactions such as manual or paper-based forms into two-way, interactive conversations. These technologies streamline the process of collecting and managing customer data, ensuring they are efficient, personalized, and consistent.  

Industry analysts such as Aspire, Madison Advisors, and IDC have long emphasized that while many companies have made significant strides in improving their customer communications management, many have overlooked the importance of modernizing their forms processes. Traditional forms, whether paper-based or digital, have remained static and disconnected from the broader customer experience strategy. This gap has created friction in interactions, leading to operational inefficiencies and missed opportunities for personalization and growth. 

This is a graphic: “Mirroring the broader CCM market, the forms sector is experiencing its own evolution... As the entire market evolves towards greater bi-directional interactions, the need will grow for dedicated solutions to facilitate interactive data collection, validation, and processing.” 

Why IXM Matters Now

With the explosion of communication channels, customers now expect more than just a transactional relationship. They want to interact through their preferred channels, have a streamlined experience, and engage in conversations that feel personal and efficient. Research from our latest Benchmark report found that 83% of customers stated a mobile/web-friendly experience is among one of the most important factors when completing a form. 

While businesses historically had a laser focus on reducing costs and minimizing risks, the new obligation is to meet consumer demand by enhancing the experiences they provide. There’s no doubt that the streaming giant, Netflix, and eCommerce king, Amazon, played a large part in guiding how consumers expect to interact with brands. They want their interactions to be fast (instant), personalized, and efficient.  

With this expansion of priorities, future-forward organizations are connecting the dots between data collection and communications while simultaneously breaking down the barriers thar prevent data from being shared across the organization and used for consistent, accurate interactions. However, the traditional approach isn’t aligning with these evolving priorities.  

Many businesses still gather data via a number of point solutions and manual processes. The data is stored across disconnected systems, limiting their ability to leverage the data to create highly personalized experiences. This not only exposes them to regulatory risk, but it also increases compliance costs and makes for low-quality, unstructured data that requires cleanup before it can be used to offer additional services or make important business decisions.  

Do you know which channels your customers prefer to interact on? Access the 2024 Global Benchmark Report to find out how to leverage a multigenerational, omnichannel approach to customer conversations. 

Benefits of IXM For Your Business 

1. Enhanced Customer Engagement: With the ability to integrate multiple interaction channels, IXM ensures that customers can reach you in the way they prefer, leading to more engaging and efficient touchpoints. 

2. Personalized Experiences: IXM technology allows your brand to provide tailored , digital-first data collection experiences, making customers feel like their needs are being met with precision. 

3. Relevant High-Quality Data: IXM helps collect and manage data effectively, in a structured format, allowing you to make informed business decisions and improve overall customer satisfaction. Consider that low-quality data may be worse than no data at all, potentially leading to manual cleanup, compliance risk, and ill-informed business decisions that can set your company (or worse, the customer journey) back. 

4. Cost Efficiency: Leveraging intuitive forms and self-service applications to facilitate the data collection processes lead to a reduction in expensive calls to customer support/call centers.  

5. Reduced Compliance Risk: Errors throughout sensitive interactions—like the collection of personal identifiable information in a healthcare or financial services setting—can put your business at risk, leading to punitive fines and reputational damage. Traditional methods that are managed and overseen by humans are known to be more error-prone than those that are automated. 

6. Improved Employee Experience: With such a diverse workforce, including employees working remotely or on a hybrid basis, maintaining and boosting productivity has been at the forefront of business leaders’ minds. Giving staff the right solutions and information they need to effectively manage customer interactions (from wherever they’re working) is a necessity.  IXM has the propensity to improve the employee experience by doing just that, which also leads to a better customer experience. 

Interested in learning more about IXM? Read ‘Next-Gen Enterprise Data Collection: The Role of Forms in Interaction Experience Management (IXM)’ today. 

Conclusion

With 74% of enterprises expanding their CX spend, IXM is the next logical iteration for your customer experience tech stack. If you’re curious about how IXM can specifically impact your industry, stay tuned. In upcoming posts, we’ll delve into industry-specific examples and explore how IXM will elevate your customer relationships. 

Register today to gain complimentary access to the Aspire Leaderboard IXM Grid.

Report Defines Market for Healthcare Customer Experience Platforms

Posted on by John Zimmerer

By John Zimmerer, VP of Healthcare Marketing at Smart Communications 

A recent report entitled ‘The Customer Experience Platforms for Healthcare Landscape, Q2, 2024’ (Forrester Research, Inc., April 30, 2024) provides an excellent overview of the market for member engagement and patient engagement solutions. Additionally, the report identifies 29 notable vendors in the space. Smart Communications was recognized in the report, and I’ve compiled top insights, below. 

The Market, Defined 

Forrester says, “You can use customer experience platforms for healthcare to grow revenue, improve outcomes with sustained engagement, and unlock operational efficiencies.” The report is intended for providers and payers looking for new ways of engaging customers “to drive acquisition, sustain engagement, differentiate their offerings, and (re)establish trust.” 

The authors define the healthcare customer experience (CX) platform market as: 

“Technologies that orchestrate seamless, personalized healthcare experiences at every touchpoint to drive sustained customer engagement that improves customer loyalty and trust.” 

The report defines how healthcare organizations (HCOs) can use customer experience platforms to unlock business value, provides an assessment of the maturity of this rapidly evolving market, and explores the market dynamics driving the market for member engagement and patient engagement solutions. 

Vendors Profiled in the Report 

Forrester segments the healthcare CX platform market in several ways. 

First, the authors bucket the vendors by size based on reported revenue: large ($250 million or more), medium (between $100 million and $250 million), and small (between $10 million and $100 million). Each vendor listing includes geographic focus, industry focus (up to three), and deployment model(s) supported. 

The report then defines “core” use cases of customer acquisition, customer engagement, and customer loyalty and retention and these “extended” use cases: 

  • Care referral coordination
  • Chronic care management
  • Customer activation
  • Customer segmentation
  • Finding care
  • Personalized care journeys
  • Reputation management 

Each vendor was asked to choose the top three extended use cases they support from that list. The report defines the underlying functionality required to support each of the core and extended use cases. 

Here is the list of vendors and the top three use cases each supports: 

A screenshot of a survey from Forrester with a list of CX platform vendors.

A Smart Solution for Member Engagement and Patient Engagement 

The Conversation Cloud from Smart Communications is trusted by payers and providers to establish and increase member engagement and patient engagement. Our solutions can integrate with core systems to provide a highly secure enterprise-wide engagement platform.

Read the report or contact us to learn more about how we support care referral coordination, chronic care management, and customer activation. 

For a limited time, you can download a complimentary copy of the report here. 

 

About the Author 
John Zimmerer is the Vice President of Vertical Marketing, Healthcare at Smart Communications, where he acts as a subject matter expert on the digital transformation of customer communications and data-centric, often form-based workflows. Most recently, John has been researching and writing about improving customer experience in healthcare and is regarded as a thought leader in this area. John has over 20 years of software product marketing experience. His areas of expertise include market research, analyst relations, public relations and digital marketing. 

Analyzing Aragon’s 2024 Workflow and Content Automation Report

Posted on by Scott Draeger

By Scott Draeger, SVP of Product Marketing and Vertical Solutions at Smart Communications 

The newly released 2024 Aragon Globe for Workflow and Content Automation (WCA) compares vendors in an important space at an important time. It evaluates the state of current enterprise data capture offerings. 2024 should provide a sense of urgency, as the report claims, “large numbers of enterprises have let legacy workflows languish, partially due to the complexity of some of the early products.” The time to transform is now, and the Aragon Globe for WCA offers a blueprint. 

Make Tough Decisions and Implement the Latest WCA 

When describing the enterprise needs and challenges of today, Aragon suggests; “The conclusion is that to fully automate document processes, in many cases, enterprises need to evaluate replacing incumbent providers that have not kept up.” Employees that have to alt-tab between systems, manually search for critical information, or have to make up for technical failings are not going to be able to deliver the experiences your customer demands. Your employees are often forced to ask for the same data multiple times, which damages the credibility of your organization. 

It’s Never Too Late to Start

“While there are still many enterprises that are just beginning their WCA journey, there are others who are now augmenting many of their critical and repeatable document processes to be either semi- or, in some cases, fully automated.” SmartIQ™ clients are leading their industries by controlling operational costs, improving customer experiences, and reducing compliance risk with enterprise forms automation solutions.  

Connect Workflow and Content to the Highest Performance Standards 

In this Aragon Globe, Smart Communications is not only proud to be featured as a Leader for the fifth time, but also especially proud to have SmartIQ technology earn the highest placement for solution performance in this year’s report.  

Smart Communications has leading solutions in the WCA market as well as the Customer Communications Management (CCM) market. “WCA involves complex document processes including, but not limited to, document assembly, routing, integration into other applications, and workflow both upstream and downstream from the decision, approval, or signature.” The Smart Communications portfolio delivers customer facing workflows, internal process automation, and creates communications to the highest standards of compliance, complexity, and risk. 

WCA Is Accelerated by AI 

Aragon sees AI as a critical part of the future of WCA. “Generative AI is causing many business leaders to ask questions and to understand what the current status quo is when it comes to Content Automation.” The Aragon team considered the SmartCOMM™ GenAI Writing Assistant to be an important emerging capability in the WCA market. This early Smart Communications AI development allows business users to improve readability, increase formality, or translate content into other languages. The current incarnation of this feature is available to customers that participate in the early access program. 

Aragon’s Insights on Smart Communications

In a group of high performing vendors, Smart Communications boasts the highest placement for solution performance. The report states, “SmartIQ’s low-code approach to data collection and approval workflows are enabling enterprises (particularly those in heavily regulated industries) to develop new content automation applications in record time.  

SmartIQ uses adaptive interviews to collect information and required documentation that can be automatically routed for approvals, transferred, and stored in other core systems—, and it can be used to automatically generate personalized, digital content and documents on-demand via its intuitive user experience.” 

Of the vendors that offer both WCA and CCM solutions, Smart Communications has the best placement. When navigating Aragon’s 2024 Globe for WCA, consider the placement of vendors that offer both SaaS-based CCM and SaaS-based WCA technology, and you will not find a better positioned vendor across the entire range of analyst reports. Some vendors that offer forms and communication technology did not qualify for an invitation or inclusion in this critical report. 

To read the full report, access a complimentary copy here.

Delivering Measurable Value: Move from Buzzwords to Bottom Line

Posted on by Eileen Potter

By Eileen Potter, VP of Insurance Marketing at Smart Communications 

In part one of my blog on the Gartner Report “Insurance CIO Priorities 2024: Insights for Technology and Service Providers’ Product Plans,” we focused on the key challenges facing CIOs this year, along with some of the digital initiatives that they are prioritizing.

CIOs recognize the need to use advanced technologies to remain competitive, enhance customer experiences, and drive innovation. And while the challenges might seem daunting, they also present an opportunity for innovation, and can empower insurers to overcome these hurdles and chart a course towards success. 

In this blog, part two of the two-part series, we’ll delve into additional key areas shaping the strategies of Chief Information Officers (CIOs) in the insurance sector. 

Deploying Generative AI

Insurance isn’t a one-size-fits-all business. Today’s customers expect personalized attention – including digital journeys – and relevant insurance products.  

According to Gartner, “Forty-nine percent of insurance CIOs reported that they have already deployed AI/ML — which is not surprising, since early iterations of this technology have existed for some time. Basic chatbots, as well as computer vision, intelligent applications and natural-language-processing techniques are the AI techniques closest to early majority adoption, as insurers strive to improve customer service and operational efficiency.” 

Data-driven Risk Management 

Data is the new gold – but only if it’s harnessed effectively. 

Advanced analytics and data-driven insights are essential for insurance CIOs, highlighting the need for solutions that enable insurers to harness the power of data to optimize operations and drive business growth. 

Embracing the Digital Ecosystem to Drive Growth 

Creating a digital ecosystem enables the agility to evolve, so your organization can leverage emerging technologies, enhance product offerings, improve operational efficiency, and deliver personalized experiences – ultimately leading to expanded market reach and sustainable business growth. 

  • API-driven Integrations: The report notes that, “New business models will demand greater connectivity with business ecosystem partners, as innovative insurers move from digital platforms to platform businesses. Open APIs hold the potential to expand an insurer’s reach to a broader audience, and to enable innovation and transformation by providing frictionless value exchange with business ecosystem partners.” 

  • Cloud-based Collaboration: From the report, “Lead with “cloud-first” propositions for application modernization and articulate how their approach helps the insurer overcome excessive cost of change and insurmountable technical debt, and to build new cores that lay the foundations for digital business. Position services that help insurers overcome critical cloud skills gaps in the enterprise and to leverage rapidly evolving cloud technologies.”  

Image shows a graph titled "State of Deployment for Emerging Technologies" and is a horizontal bar graph created by Gartner.

Gartner Research shows that “Beyond AI, low-code/no-code is the only other emerging technology where more than 50% of insurance respondents reported they have either already deployed or intend to deploy in the next 12 months.” 

Additional opportunities you should focus on include:  

Identifying Generative AI Use Cases

The report states, “Generative AI has potential across the value chain for both internal and customer-facing use cases to improve document processing, customer self-service, marketing, data science, and operations such as claims, underwriting and product filings.” 

Leveraging Data and Predictive Analytics

Advanced analytics and data-driven insights are essential for insurance CIOs to optimize operations and drive business growth.  Additionally, data analytics can help insurers improve underwriting accuracy, detect fraudulent claims, and enhance customer segmentation strategies. 

Continuous Improvement: Replacing Legacy Technology and a Legacy Mindset

Customer expectations are evolving, and insurance companies are recognizing the need to invest in technologies that enhance the overall customer experience throughout the policy and claims lifecycles. Hyper-personalized interactions will help foster loyalty in an increasingly competitive market. Modernized systems facilitate a more agile response to market changes, reduce operational costs, and enable better integration with emerging technologies.  

Insurance CIOs must foster a culture of innovation and agility, indicating a growing demand for flexible and adaptive technologies that support rapid experimentation and iteration. 

In conclusion, CIOs are set to encounter multifaceted challenges and opportunities in 2024. From digital transformation to talent management, the strategic decisions made by CIOs will play a pivotal role in shaping the future trajectory of the insurance industry. As technology continues to advance, staying ahead of the curve will be crucial for insurance companies looking to thrive in an era of unprecedented change. 

Editor’s Note: This article is part two in a series of articles that highlight the key challenges for CIOs in 2024 inspired by insights from the January 2024 Gartner Report, “Insurance CIO Priorities 2024: Insights for Technology and Service Providers’ Product Plans”. You can read part one here. 

Gartner, Insurance CIO Priorities 2024: Insights for Technology and Service Providers’ Product Plans, By James Ingham, 2 January 2024 

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

Key Takeaways from the Gartner Insurance CIO Priorities 2024: Insights for Technology and Service Providers’ Product Plans Report

Posted on by Eileen Potter

By Eileen Potter, VP of Insurance Marketing at Smart Communications 

As the insurance industry evolves, technology will continue to play a pivotal role in shaping the strategies and priorities of Chief Information Officers (CIOs). The 2024 Gartner® Report, "Insurance CIO Priorities 2024: Insights for Technology and Service Providers' Product Plans," published on January 2, 2024, by analyst James Ingham, shared that “Insurance CIOs continue to invest in technology to grow revenue and increase operational efficiency, which helps them deal with volatility in their operating environment. Product leaders must factor CIO investment priorities into their insurance go-to-market strategy.”  

To better understand the insights made available in the report, and for further guidance into the challenges and opportunities that CIOs in the insurance sector face, let’s dive into part one of a two-part blog series. 

Three Core Challenges: Where Insurance CIOs are Focusing their Energy

Three major themes emerge as challenges facing insurance CIOs in 2024. 

1. Delivering Business Value without Increased Resources

The competitive insurance market means that CIOs are under increasing pressure to demonstrate the tangible ROI of technology investments.   

As the report notes, “Insurance CIOs continue to support their enterprise in navigating various disruptions to their operating environment, but uncertainty and volatility means they face flat IT budgets, which may struggle against rising costs and inflation. The 2024 Gartner CIO and Technology Executive Survey shows that generating revenue is coming back into focus as the most common top-ranked objective of digital technology investments.”  

2. Embracing the Digital Ecosystem

According to the report, “By 2025, insurance CIOs expect to increase digital revenue and increase the number of optimized processes by around 30%, on average, and this will require investing in a range of foundational and emerging technologies.” 

3. Balancing Innovation with Operational Agility

As traditional business models are being challenged by insurtech startups and changing consumer behaviors, insurance companies must adapt to stay relevant. 

Insurance CIOs must foster a culture of innovation and agility within their organizations to respond effectively to market dynamics." 

One of the primary goals for CIOs is to leverage technology to create a seamless, omnichannel experience for customers. From online policy purchasing to digital claims processing, insurance companies are investing heavily in technologies that enhance user experiences and streamline interactions. The emphasis is not only on meeting customer expectations but exceeding them in an era where digital-first approaches define market leaders. 

Digital Transformation Efforts That Deliver Big Benefits for Your Insurance Organization

Unsurprisingly, digital transformation continues to be a focal point for insurance CIOs. 

As stated by Gartner, "Digital transformation remains a top priority for insurance CIOs as they seek to enhance customer experience and drive operational efficiency."  

This emphasis on digital transformation underscores the industry's recognition of the need to adapt to changing consumer preferences and technological advancements, including focusing on:  

Legacy System Modernization

Many insurance companies are burdened with legacy systems that impede agility and hinder innovation, but it is important to frame these projects as more than just a technological overhaul – but a strategic move towards future-proofing the business and ensuring long-term sustainability. Insurers should not only consider migration from legacy core systems, but look at the enterprise holistically, focusing on how consolidating multiple systems can enable you to create a more efficient technology ecosystem that reduces costs over time.  

Cloud Adoption

The cloud has emerged as a game-changer in the insurance sector, providing scalability, flexibility, and cost-effectiveness. Organizations that have accelerated their cloud adoption strategies are seeing the benefits and how cloud technologies drive efficiency and enhance the overall responsiveness of their organizations.  

Cybersecurity and Data Privacy Improvements

However, alongside the opportunities presented by digitalization, insurance CIOs also face significant challenges. With the increasing digitalization of processes and the growing threat landscape, protecting sensitive data has become paramount for insurance companies.  

Data privacy regulations, such as GDPR and CCPA, are adding an extra layer of complexity to the insurance landscape. Organizations must balance compliance with these regulations while also establishing robust frameworks for data governance, especially when leveraging customer data for personalization.  

Image: Horizontal bar graph depicting changes in technology investments in 2024 compared to 2023 provided by Gartner. Posted in All IndustriesTagged , , , , , , , ,