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Presentation initially delivered at Kodak Global Directions conference, 9-24-13
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Intelligent Information Management – Improving the Customer Experience John Mancini, President, AIIM
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 @[email protected]
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…
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 @[email protected]
