This is an important aspect to consider when implementing new technologies, particularly in the customer communications management (CCM) sector: How do we ensure that the tools, processes and technologies we adopt are efficient for both the company and the customer?

When we think about efficiency for companies, it’s often about cost reduction, streamlining processes or automating tasks. For example, automating document production, routing communications through multiple channels or using AI-driven tools to create smarter communications are all ways companies boost operational efficiency.

But efficiency from the customer’s perspective is really about making their lives easier. Time saved is a major factor to consider. The less time a customer spends interacting with a company to get what they need, the better the experience. Customers don’t want to jump through hoops to pay a bill or understand a document. The company’s approach and tools should make it effortless and intuitive.

The real challenge is finding solutions that check both boxes — delivering efficiencies for the company while improving the customer’s experience.

In CCM, there’s often a focus on time saved for the company. Automating a billing process for example is a win for operational efficiency. However, if the customer still has to do the work to log into platforms, go through cumbersome payment processes, or deal with confusing messaging, the benefits of that technology are diminished.

A more balanced approach is to adopt the customer-centric philosophy of “Know Me, Help Me, Value Me” at the heart of every tool or system implementation. We need to focus on customer needs first and then use technology to both enhance operational efficiency and deliver a seamless experience for the end-user. Here are some examples of how this bifocal approach can work:

Personalization is one of the most powerful tools in CCM, making a customer feel known and valued. By using data whether it’s customer preferences, payment history or demographic information — companies can tailor communications that are relevant and helpful. Bank of America’s virtual assistant, Erica, is an excellent example of this. Erica provides personalized financial advice based on a user’s spending habits, adding value for the customer while automating a complex process for the bank.

Imagine adding that functionality or personalization directly into regulated communications where customers get the information when they need it. How would that elevate the customer experience?

Delivering personalized content means companies can also reduce the time customers spend searching for what they need, answering their questions before they even ask them. When personalization works, it’s a win-win — fewer calls to customer service for the company, and quicker, more satisfying answers for the customer.

One of the key drivers of efficiency for both the company and the customer is convenience. In customer communications, this means offering simple ways for customers to interact, regardless of the channel they prefer. Whether it’s paying a bill directly from an email, accessing account information via a mobile app, or getting support through an intelligent chatbot, seamless access to services is very important from the customer perspective.

Take MyFitnessPal or Delta’s mobile app — these tools give users easy access to what they need, when they need it. Similarly, in CCM, digital-first documents that are easy to view and interact with on any device make a big difference. Customers want communication tools that are responsive, work well across multiple platforms and are available 24/7.

By providing easy access to communications and actions — like making a payment, signing a contract or resolving an issue — companies increase customer satisfaction while streamlining back-end operations.

We all know that time is a precious resource and that is true for both the company and the customer. Internationally we’ve seen companies using WhatsApp effectively — a secure channel where in the case of insurance for example, an entire claims process can be managed within the same chat. That’s efficient on time for both companies and their customers.

Multi-channel integration plays a critical role in this. The ability to receive communications through a preferred channel — email, SMS, app notifications or physical mail — gives customers control over their experience, and if they can take an action from within the same channel, we’re providing a far more efficient customer experience. For companies, a well-integrated multi-channel system means communications can be sent automatically and tracked across every touchpoint, reducing manual intervention and potential errors.

Trust and security are fundamental to any customer relationship, particularly in industries like finance, healthcare and insurance where sensitive information is shared. While automation can enhance security through encryption and secure channels, it’s crucial that these technologies don’t become inconvenient for the end-user. Customers want to know that their data is safe, but they don’t want to sacrifice ease of use for security. Password fatigue and the resulting friction of logging into a portal and searching for a document is not the ideal customer experience. Rather, think about providing a seamless (and secure) experience for customers to view their digital documents, rather than multiple login steps that require a lot more effort.

Finding the balance between efficiency for the company and efficiency for the customer means focusing on delivering value. It’s about choosing technology that works for both sides — streamlining operations and reducing costs for the company while enhancing the customer experience by saving time, providing personalization and offering convenience.

Companies need to start looking at technology from a holistic perspective rather than merely as internal operational or cost win. They need to ask themselves if the technology will enhance or hinder the customer experience, since ultimately, the customer experience is the biggest differentiator in a crowded market.

In CCM, this balance is especially important. Whether it’s document generation and presentment, payment processing or customer service, the tools adopted must elevate both operational efficiency and customer satisfaction. The ultimate goal? Creating seamless, personalized journeys that make customers feel known, valued and supported while ensuring companies can operate smoothly and profitably.

By focusing on the needs of both, we can ensure technology serves everyone better.