Intelligent information: New Rules for Managing the Customer Experience

Intelligent Information Management – Improving the Customer Experience John Mancini, President, AIIM

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DigitalLandfill.org and @jmancini77johnmancini@aiim.org

Free copy, AIIM.org/research

The context has changed.

Source: Geoffrey Moore, Escape Velocity

Source: Mary Meeker, Kleiner Perkins

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…

The context has changed.

Engagement BEGINS at 1st

touch.

Customers using many more channels to

communicate.

Still a lot of paper and paper proxies.Twitter messages

Web agent chat

Facebook messages

Text messages

Hand-written

Faxes

Web forms

Paper forms

Paper documents

Scanned attachments

10%

11%

13%

24%

35%

46%

52%

56%

63%

70%

Which of the following channels do

your customers use to communicate with

you?

N=263

Most inbound content is dealt with in an ad-hoc

fashion. Struggling w/ anything beyond

basics

Integrated capture; multiple content types

Each type fed into manual process

Paper and electronic handled separately

16%

18%

21%

23%

26%

44%

51%

51%In general, how do

you deal with inbound content

types?

N=263

Speed of response varies by form of

incoming communication, but

almost invariably less than desired or

optimal.Twitter messages

Facebook messages

Hand written

Text messages

Paper documents

Web chat

Paper forms

Faxes

Web forms

Emails

8%

10%

13%

19%

20%

21%

23%

24%

47%

56%

Rate the speed of response when

customers use the following channels…

% rating “GOOD”

N=253

Difficult to coordinate a consistent response

ACROSS inputs.

Big challenge for consistent response

Coordinated response, but lots of manual info-swapping

Integrated response across some channels

Good shape except for social

Customer staff have access to all communications

34%

34%

15%

10%

7%How well aligned is your

response when customers use different input channels?

N=263

The context has changed.

Engagement BEGINS at 1st

touch.

Engagement doesn’t END at 1st touch.

ECM and other critical business systems do not connect with each other.

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 transactions

Connected for content and transactions

We do not have CRM or ERP systems

45%

16%

9%

4%

6%

9%

9%How well integrated are your CRM, ERP, and ECM systems?

N=259

Chaos and ad-hocracy far too

prevalent.Social messages

Web agent chat

Text messages

Hand-written

Faxes

Web forms

Paper forms

Paper documents

Emails

3%

2%

3%

6%

3%

1%

1%

4%

4%

16%

12%

16%

36%

28%

10%

20%

28%

27%

Looking across your incoming channels, how well would you

say each is managed?

N=251

Input problems at the heart of workflow

problems.Triggering communications back to customer

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 topic

Different communications channels used in same case

Exceptions to standard workflows

Incomplete documentation from customer

11%

15%

15%

15%

16%

17%

19%

19%

28%

33%

35%

42%

What are 3 biggest disruptions to smooth flowing of processes?

N=263

Content analytics still in its infancy.

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

19%

15%

12%

12%

7%

65%Do you use any of

the following analytic tools?

N=259

The context has changed.

Engagement BEGINS at 1st

touch.

Engagement doesn’t END at 1st touch.

New rules of engagement.

Managed collaboration

Social content

Social media Individual sharing

“Connectedness”

Rele

vance Rule #1 -- Many

Flavors of Engagement

Rule #2 – Power Shift is Real

Rule #3 – The Importance of Why?

Source: Simon Sinek, Start With Why?

70% BOOST 240% BOOST

BASELINE 70% BOOST

Employee Engagement

Cust

om

er

En

gagem

en

t

Rule #4 – Customer AND Employee Engagement

Source: The Gallup Organization

Rule #5 -- It’s Not Just Technology…

Source: theChive.com

Source: theChive.com

Rule #5 -- It’s Not Just Technology…

Source: theChive.com

Rule #5 -- It’s Not Just Technology…

Source: theChive.com

Rule #5 -- It’s Not Just Technology…

Free copy, AIIM.org/research

Thank you!johnmancini@aiim.org@jmancini77

AIIM provides public and private training = AIIM.org/trainingAIIM provides research & benchmarking = AIIM.org/researchAIIM provides on-line and in-person events = AIIM.org/events

DigitalLandfill.org and @jmancini77johnmancini@aiim.org