Information Management: Transforming the Customer Experience, AIIM


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AIIM president John Mancini tackles the trends and shifts in information management in the evolution towards intelligent information management in an age where customers use many more channels to communicate. Discover the new rules of engagement. Presentation given at Kodak Alaris Global Directions '13. More info on

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Information Management: Transforming the Customer Experience, AIIM

  1. 1. Intelligent Information Management – Transforming the Customer Experience  John Mancini, President, AIIM
  2. 2. By combining content and processes in new and unexpected ways, organizations can dramatically reduce process costs, transform how they engage with customers, employees and partners, and mitigate risk. Our mission as the Content Association is to: 1) help executives understand the link between content and business transformation; and 2) provide the core skills necessary to manage this transformation.
  3. 3. Free copy,
  4. 4. The context has changed.
  5. 5. Source: Geoffrey Moore, Escape Velocity
  6. 6. Source: Mary Meeker, Kleiner Perkins
  7. 7. Is/Current Will Be/Future IT focused on cost reduction. IT focused on value creation. Senior Execs tech oblivious. Senior Execs tech aware. Complexity guarantees security. Simplicity guarantees security. Mobile & social differentiators. Mobile & social are features. Systems bought with CAPEX. Systems bought with OPEX. Pure tech skills = value. Tech skills in context = value. A Buyer Migration is in Motion…
  8. 8. Survey by HBR, Economist, CEB, Intel, TNS Global “57% of the executives expect their IT function to change significantly over the next three years, and 12% predict a complete overhaul of IT.” “Almost half of CEOs rate their CIOs negatively in terms of understanding the business and understanding how to apply IT in new ways to the business.” “Only a quarter of executives feel their CIO is performing above his or her peers.” “Almost half of CEOs feel IT should be a commodity service purchased as needed.” Source: “The IT Conversation We Should Be Having,” HBR Blogs
  9. 9. The context has changed. Engagement BEGINS at 1st touch.
  10. 10. Customers using many more channels to communicate. Still a lot of paper and paper proxies.10% 11% 13% 24% 35% 46% 52% 56% 63% 70% Twitter messages Web agent chat Facebook messages Text messages Hand-written Faxes Web forms Paper forms Paper documents Scanned attachments Which of the following channels do your customers use to communicate with you? N=263
  11. 11. Most inbound content is dealt with in an ad-hoc fashion. 16% 18% 21% 23% 26% 44% 51% 51% Struggling w/ anything… Digital mailroom Integrated capture;… Structured forms auto;… Each type fed into… Some types defined… Paper and electronic… Each department deals… In general, how do you deal with inbound content types? N=263
  12. 12. Speed of response varies by form of incoming communication, but almost invariably less than desired or optimal.8% 10% 13% 19% 20% 21% 23% 24% 47% 56% Twitter messages Facebook messages Hand written Text messages Paper documents Web chat Paper forms Faxes Web forms Emails Rate the speed of response when customers use the following channels… % rating “GOOD” N=253
  13. 13. Difficult to coordinate a consistent response ACROSS inputs. 34% 34% 15% 10% 7% Big challenge for consistent response Coordinated response, but lots of manual info-… Integrated response across some channels Good shape except for social Customer staff have access to all… How well aligned is your response when customers use different input channels? N=263
  14. 14. The context has changed. Engagement BEGINS at 1st touch. Engagement doesn’t END at 1st touch.
  15. 15. ECM and other critical business systems do not connect with each other. 45% 16% 9% 4% 6% 9% 9% Not integrated at all CRM and ERP are, but not to ECM ERP links to ECM, but CRM does not CRM links to ECM, but ERP does not CRM & ERP connected to ECM for docs only Connected for content and transactions We do not have CRM or ERP systems How well integrated are your CRM, ERP, and ECM systems? N=259
  16. 16. Chaos and ad-hocracy far too prevalent.3% 2% 3% 6% 3% 1% 1% 4% 4% 16% 12% 16% 36% 29% 10% 20% 28% 27% Social messages Web agent chat Text messages Hand-written Faxes Web forms Paper forms Paper documents Emails Looking across your incoming channels, how well would you say each is managed? N=251
  17. 17. Input problems at the heart of workflow problems. 11% 15% 15% 15% 16% 17% 19% 19% 29% 33% 35% 42% Triggering communications back to… Handling progress inquiries Monitoring for overloads and overdues Rekeying errors Staff consultations with supervisor Getting 3rd parties in the loop Dealing with peaks in output Constant changes to regs and workflows Repetitive communications on same… Different communications channels… Exceptions to standard workflows Incomplete documentation from… What are 3 biggest disruptions to smooth flowing of processes? N=263
  18. 18. Content analytics still in its infancy. 19% 15% 12% 12% 7% 65% Individual customer targeting and profiling Generic customer behaviors Linking customer data to public data sets Sentiment analysis from call-desk records Sentiment monitoring across social networks None of these Do you use any of the following analytic tools? N=259
  19. 19. The context has changed. Engagement BEGINS at 1st touch. Engagement doesn’t END at 1st touch. The 5 new rules of engagement .
  20. 20. Managed collaboration Social content Social media Individual sharing “Connectedness” Relevance Rule #1 – Engagement comes in many flavors.
  21. 21. Rule #2 – The User Power Shift is Real
  22. 22. Rule #3 – The Importance of Why? Source: Simon Sinek, Start With Why? We make great computers. They are beautifully designed, simple to use, and user- friendly. Want to buy one? In everything we do we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo Is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?
  23. 23. 70% BOOST 240% BOOST BASELINE 70% BOOST Employee Engagement CustomerEngagement Rule #4 – Customer AND Employee Engagement Source: The Gallup Organization
  24. 24. Rule #5 -- It’s Not Just Technology… Source:
  25. 25. Free copy, Thank you! @jmancini77
  26. 26. Free copy, Thank you! @jmancini77