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Intelligent information: New Rules for Managing the Customer Experience
This document discusses improving the customer experience through intelligent information management. It finds that customers now use many channels to communicate, but organizations struggle to respond consistently across channels. Input problems disrupt workflows, and content analytics are still immature. It recommends focusing on engagement across all touchpoints, understanding customer motivations, and improving both customer and employee engagement through more than just technology. Organizations must adapt to new rules of engagement in today's changing context.
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Intelligent information: New Rules for Managing the Customer Experience
- 1. Intelligent Information Management –Improving the Customer Experience John Mancini, President, AIIM
- 2. AIIM provides publicand private training = AIIM.org/training AIIM provides research & benchmarking = AIIM.org/research AIIM provides on-line and in-person events = AIIM.org/events DigitalLandfill.org and @jmancini77 johnmancini@aiim.org
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- 5. Source: Geoffrey Moore,Escape Velocity
- 6. Source: Mary Meeker,Kleiner Perkins
- 7. Is/Current Will Be/Future ITfocused 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…
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- 9. Customers using many morechannels 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
- 10. Most inbound contentis 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
- 11. Speed of response variesby 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
- 12. Difficult to coordinatea 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
- 13. The context has changed. Engagement BEGINS at1st touch. Engagement doesn’t END at 1st touch.
- 14. ECM and othercritical 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 and ERP connected to ECM for docs, not… 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
- 15. Chaos and ad-hocracy fartoo 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
- 16. Input problems atthe 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
- 17. Content analytics stillin 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
- 18. The context has changed. Engagement BEGINS at1st touch. Engagement doesn’t END at 1st touch. New rules of engagement .
- 19. Managed collaboration Social content Social media Individual sharing “Connectedness” Relevance Rule #1-- Many Flavors of Engagement
- 20. Rule #2 –Power Shift is Real
- 21. Rule #3 –The Importance of Why? Source: Simon Sinek, Start With Why?
- 22. 70% BOOST 240%BOOST BASELINE 70% BOOST Employee Engagement CustomerEngagement Rule #4 – Customer AND Employee Engagement Source: The Gallup Organization
- 23. Rule #5 --It’s Not Just Technology… Source: theChive.com
- 24. Source: theChive.com Rule #5-- It’s Not Just Technology…
- 25. Source: theChive.com Rule #5-- It’s Not Just Technology…
- 26. Source: theChive.com Rule #5-- It’s Not Just Technology…
- 27. Free copy, AIIM.org/research Thankyou! johnmancini@aiim.org @jmancini77
- 28. AIIM provides publicand private training = AIIM.org/training AIIM provides research & benchmarking = AIIM.org/research AIIM provides on-line and in-person events = AIIM.org/events DigitalLandfill.org and @jmancini77 johnmancini@aiim.org