Guest post by Michael Veenswyk, CEO at Integritie
Integritie is happy to participate at ECM’s Business Partner Leadership Forum this week. As a long-time partner with IBM, we welcome the opportunity to get a look at the product roadmap and give feedback on future development.
We’re also proud to be part of the team that helped with the successful implementation at Security First Insurance announced yesterday. This is a great example of a company with a business problem being helped through a partnership with a single focus – helping customers in need.
Florida has more property and people exposed to hurricanes than any state in the country. People whose homes have been damaged or destroyed by a hurricane are often displaced quickly, with little more than the clothes on their backs. Grabbing an insurance policy on the way out the door is often an afterthought. They’re relying on their insurance companies to have the information they need to help them get their lives back in order as quickly as possible.
Security First Insurance had mastered customer service through its call center and web portal but needed help with email and social media. Here’s where the partnership came into play.
Integritie configured a solution built on key IBM ECM software components, featuring IBM Content Analytics with Enterprise Search, IBM Content Collector for Email and IBM FileNet Content Manager software. Now called Social Media Capture 4 (SMC4), it offers four critical capabilities for managing social media platforms: capture, control, compliance and communication. For example, it logs all social networking interaction for Security First, captures content, monitors incoming and outgoing messages and archives all communication for compliance review.
The Content Analytics with Enterprise Search software that anchors the SMC4 solution provides the information necessary to help the company identify and address the most urgent cases first. The software automatically sifts through data in email and social media posts, tweets and comments using text mining, text analytics, natural language processing and sentiment analytics to detect words and tones that identify significant property damage or that convey distress. Security First can then prioritize the messages and route them to the proper personnel to provide reassurance, handle complaints or process a claim.
Security First wanted to be available to its customers no matter how they chose to get in touch. Today, policyholders use any means available to connect with an agent or claims representative, including posting a question or comment on the company’s Facebook page or Twitter account.
The result? Thanks to a great partnership with IBM, Security First is now one of the first insurance companies in Florida to make themselves available to customers whenever, wherever and however they choose to communicate.
Modified by Gaye Watanabe email@example.com
Deidre Paknad – Vice President, Information Lifecycle Governance Solutions, IBM
Many organizations recognize intuitively the qualitative
benefits of improving how they govern information but have a difficult time
quantifying these benefits or galvanizing their organizations forward. I’ve recently worked with a number of large
organizations to go beyond Information Governance to improving Information Economics. This involves many of the concepts of governance
but puts a focus on the economics – the value and the cost – of
information. I use the term Information Economics to refer
to understanding and extracting value, knowing and controlling cost, and, most
importantly, aligning cost to value; an Information Economics practice can
improve the profit margin on information.
This is both challenging and important because the value of
information declines over time while the cost is constant and information risk
rises over time. The widening gap
between the value of the information and its cost and risk create a negative
economic impact on any organization – the cost of information and the risk it
poses exceed its value.
Certain types of retain or lose value faster than others and
the value lifetime varies by industry as well.
For example, the duration of time that product development information
is valuable is a function of product lifecycles and the R&D cycle time to
invent and bring a product to market.
In the fast-paced consumer electronic segment where a new model comes
out every 10 months and consumers replace their devices just as often,
6-year-old product design information is of little value as it is far outdated
and the unlikely source of new innovation.
On the other hand, aircraft lifespans of 30 years and the very slow
customer turnover make 6-year-old product data of value to both the business
and of interest to the regulators of the industry. In either company, the duration of time that
back office information is of value is likely similar.
In many business functions and industries, regulators and
government agencies require companies to keep data after it has lost its
business value. In fact, the law was
written to force organizations to act against their own interest to ensure that
information the company would otherwise dispose is available for investigation
or litigation. This regulatory requirement
is a tax on the business – it is a cost without an offsetting benefit or
value. Of course, companies have other duties to
produce information in the event of investigation and litigation that apply to
the total universe of potentially relevant information they have on hand when
the investigation or litigation is anticipated or occurs (the duty to preserve
evidence). As data ages, it is
phenomenally expensive to gather, process, restore and review this information
because the technology to restore and read it has long-since decayed, the
location and nature of the data is difficult to distinguish without restoring
it, and the context for understanding it completely absent. Gartner estimates the cost at $18,000 per
gigabyte! Data that neither the business
nor the regulators need is pure risk to the organization with tremendous cost
exposure. At IBM, we are helping our
customers improve information economics through continuous alignment of cost to
information value. When orchestrated
under a strategic program and sequenced by information economics principles, many
of the activities traditionally associated with information and lifecycle governance
are levers to ensure that the cost of information aligns with its value, that
its full value is realized and that the risks information poses are managed
There are three important inflection points over the value
1. Analytics – Even when information has value to the business, if
business stakeholders aren’t able to extract and apply that value in the
decisions they make, the value is lost (and it represents only cost to the
organization). Most of us, however,
lose the context of information we created ourselves very quickly and we lack
context on information our colleagues may have gathered or generated that is of
value in our decisions. Content
analytics and big data analytics help organizations maximize value during the window
of time in which it exists – this is essential to improving economics.
2. Cost and Volume Compression – As data ages out and loses value or
the frequency of its relevance to the business, it’s important to compress its
cost in parallel. This is particularly important when there is
no business value and only a regulatory need to keep the data. As individuals most of us never consider
over-paying our taxes, but organizations that over retain or over-spend on storing
data for regulators are over paying their taxes! In other cases, data without value is
inappropriately stored as if it is premium value such as test data and
non-production instances, which clearly lack the same business value as their
production counterparts. Archiving
data to reduce its footprint and cost keeps the ratio of cost to value in line
and tiering data to an appropriate cost point also drive information
3. Defensible Disposal – When neither the business nor regulators need
information any longer, dispose of it.
Retaining it longer at any cost point is waste, unnecessary cost and
risk. Over paying for useless data
actually reduces the capital and resources companies can invest in maximizing
information of value.
In the next blog, we will discuss the four building blocks for improving information economics. In the meantime, consider whether your organization can quantify true information cost and whether the cost to value ratio can be improved!
About the Author – Deidre is widely credited with having
launched the first commercial applications for legal holds, collections and
retention management and is a recognized thought leader in legal and
information governance with numerous patents in the field. In 2004, she founded
the CGOC (Compliance, Governance and Oversight Council), a professional
community with over 2000 corporate members, to advance practices for
governance, retention and eDiscovery. Deidre has authored many papers in the
eDiscovery and governance field. She has been a member of several Sedona
working groups since 2005 and co-leads the EDRM IGRM Initiative. She is a
seasoned entrepreneur and executive with 25 years’ experience applying
technology to inefficient business processes to reduce cost and risk. Deidre
was inducted into the Smithsonian Institution for innovation in 1999 and again
in 2000. Today, she leads IBM’s Information Lifecycle Governance business,
which includes its eDiscovery, records and retention, archiving and defensible
Follow Deidre on Twitter @day_dree
Modified by Sanjay Kupae firstname.lastname@example.org
The thing about twitter is once in a while you come across something that is truly funny and explains what we really struggle to convey in 4 or 6 page whitepapers, one such tweet I came across was by Karen Lopez (Twitter: @datachick)
“"HELLO WORLD" on Hadoop should really be "HELLO YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU, YOU" #NoSQLNow
I will put my hand up and say I am geek who get its instantly and all of us who have at some point written a line of code will agree you could not describe personalization driven by Big Data better than that.
The very fact that we are able to process billions of pieces of information to find singular information about people is truly remarkable. The key to personalization is aggregation of information, isolation of facts from the aggregations and recognizing traits, sentiments and features from these facts. The key caveat about personalization is that we need the aggregation of information – demographics, web behavior, offer interaction, historical purchases, social media interactions, service call logs, satisfaction surveys.
Considering one or two sources of information to identify customers or customer types would result in inaccurate descriptions leading less effective personalization and in the end compromising product definition and promotions. Soon, in the Big Data world we will have the ability to aggregate structured and unstructured data and perform advanced analytics like Content Analytics on it- and truly identifying micro-segments of your marketplace and help product designers create products that address the specific needs and marketers can create messages and promotions that excite these micro-segments.
If you want to know more about how Content Analytics analyses information for true insights check out checkout the online demo.
We will be talking about Content Analytics @ IOD 2013 in November, join us in Vegas to converse with a wide range of experts on all things Big Data and Analytics.
Guest Blog by Deepthi Nagarajan, Category Marketing Manager - ECM(Document Imaging & Capture,Social Content Management)
I have always pondered the
phrase, “Human beings are Social animals”
until I discovered that in our own lives how much we depend on other humans.
The emergence of interactive technologies and “engagement” tools are nothing
but ways for us to reach out to other people who are around us and within our
sphere of influence when we perform different activities in our day to day
lives. People are inherently social and they want to engage with different
entities around them. This is even more so within their organizations. They are
constantly seeking for channels to communicate directly with one another and
shape their own experiences. The need to have real-time information on
different things happening around us has shaped new technologies to support it.
Organizations today have the
opportunity to use this inherent social nature of its employees to improve
their business and increase their productivity. With the world going social, employees
are looking for social tools in an environment similar to their personal social
experiences inside their enterprises to connect and collaborate. They want to
meet more people, understand their roles and constantly seek new ways to
achieve business objectives. As part of this process, they also learn more
about each other and discover common interests that give rise to communities
and opportunities to work on subjects that interest them the most. Your likes
on Facebook help you to discover people with similar interests in your network.
Similarly, your professional social network helps you to discover new people
with similar interests leveraging the information capsules they provide when
relevant to your work. This is just one thing that I discovered which has
helped me in being more productive in my job.
“Being Social” no longer has a
negative impact on employee productivity but has started to enhance it. Thanks
to Social Business tools! Wikis, Blogs and Communities have found their way in
to most organizations. With these tools, employees now have the opportunity to
“engage” in social conversations in real-time with the people around them and
extract information residing in different information silos to put them to the
best use. Let’s take a typical day in our own work life. There are many
instances in which we encounter duplication of effort or a strong appetite to
re-invent the wheel, which results from a lack of communication and the
inability to find the information that reside in disparate locations. Often, we
are frustrated with situations such as these that impact productivity to a
great extent. So do you think now that being “Social” makes an employee more
productive? The answer from me is definitely a “yes!” Employees using Social
Business tools have the opportunity to meet experts in their job area and
connect with them. Sharing of information and knowledge helps not only to achieve
near term objectives but also fosters cross-pollination of ideas with a
With organizations growing beyond
geographic boundaries, it has become an undeniable fact that businesses need a
platform to collaborate, innovate and share. But how can you optimize your
workforce with people-centric content applications? And how can you secure and
govern this social content arising from different social channels?
Come and attend the Information
on Demand 2012, to learn more on “living social” and the “future of social
content”. To learn more about ECM sessions download the ECM at IOD Agenda. Or if you're already
registered, use the SmartSite to start
planning your experience, scheduling sessions, and connecting with other
attendees and speakers.
Guest blog by Deepthi Nagarajan, Document Imaging & Capture, Social Content Management
The long-standing Lotusphere and
last year's Connect conferences have become one this year as IBM Connect 2013! Connect
2013 comprises three work streams(Creating a Smarter Workforce, Exceptional
Customer Experiences and Lotusphere Technical Programs) designed for Business
leaders and functional managers across all disciplines of business, including
human resource professionals, hiring managers, sales leaders, offering
development and operations professionals.
The ECM team will be leading
seven sessions (listed below) that focus on how ECM can help you to Connect
People with Smarter Content in Context for Better Business Outcomes. With today’s
business users expecting to consume, create and manage content from anywhere,
anytime, social collaboration, communication and interaction in and around
content have become the norm. Are you
eager to know what’s next and how you can take this social content to a new
level? If yes, make sure you attend the following sessions to see how ECM is helping
your Social Business Strategy.
INV105: Content and Social Ignites Context:
IBM's Content Platform of Engagement
Hunt, IBM; Ken
January, 2013, 1:30 PM-2:30 PM| Location: Dolphin S. Hem IV-V
SW106: Genworth Financial: Work Smarter Not
Speakers: Timothy Perry, Genworth; Cengiz Satir, IBM
January, 2013, 11:00 AM-12:00 PM| Location: Swan SW 1 - 2
ECE212: Slumberland Furniture: Delivering
Consistently Superior Customer Experiences
Speakers: Jamie Page, Slumberland
January, 2013, 10:00 AM-11:00 AM| Location: Swan SW 9 -10
SPN103: Living Social, It's Not Just About
the Conversations & Topics
Speakers: Joe Shepley, Doculabs; Larry Hawes, Dow Brook Advisory; Cengiz Satir, IBM
January, 2013, 11:15 AM-12:15 PM| Location: Swan Pelican 1 & 2
SPN113: Improving your Information
Economics with Complete Lifecycle Governance
Speakers: Mark Martin, IBM
30th January, 2013, 1:30-2:30 PM| Location: Swan Mockingbird 1 & 2
SPN105: Reduce, Reuse, and Recycle
January, 2013, 10:00-11:00 AM| Location: Swan SW 3-4
INV309: Ignite Business Performance in
Real-Time with Social Collaboration, Mobile and Content
Speakers: Ian Story, IBM; Steve Studer, IBM
January, 2013, 5:30 PM-6:30 PM |Location: Dolphin S.Hem
BOF307: Archiving and De-duplicating Email, Files and Social Content
Speakers: Cengiz Satir, IBM
Date: 31st January, 2013, 7:00 AM-8:00 AM| Location: Swan Toucan 1
here and start planning your sessions on the IBM
Connect 2013 Session Preview tool and get ready to enjoy the Orlando
Get Social. Do Business.
Guest Blog by Timothy Perry, CTO, Retirement and Protect of Genworth
Genworth is a leading Fortune 500
insurance holding company dedicated to helping people secure their financial
lives, families and futures. Genworth has leadership positions in
offerings that assist consumers in protecting themselves, investing for the
future and planning for retirement -- including life insurance, long term care
insurance, financial protection coverages, and independent advisor-based wealth
management, and mortgage insurance that helps consumers achieve home ownership
while assisting lenders in managing their risk and capital.
As is expected, we at Genworth
want to reduce costs, improve efficiency, affect growth, and ultimately improve
shareholder return on investment. One way we can affect all of these things is
by making our project teams more and more effective in what they do. Our goals - save time and money in the long
term by making the right information readily available to team members,
ultimately helping them respond more quickly, make better decisions, and
deliver well; a big piece of this is limiting rework anywhere possible, and
retaining the information for future projects.
Project information is an asset that should be easy to find over time.
Projects span everything from business
requirements to architecture and design, to development and testing. These
projects then affect future projects. The
foundation for the initiative is retaining information from prior work, and making
the latest version of the information easy to find. We want to work smarter and
not harder in achieving our objectives. We want to encourage collaboration, manage
e-mail properly which can either help or adversely affect collaboration, and
have a single structured organization for all our documents and other
information so that no information is lost. In addition, we wanted our project
and application support teams to be more productive in doing their jobs instead
of spending their time trying to locate the necessary information – or even
worse, recreating prior work.
Some key takeaways of the IBM
solution include the expected collaboration capabilities like ease of access,
blogs, wikis, and files combined with automation, governance and the ability to
leverage corporate investments in our enterprise content management system that
we already have.
Are you interested to learn more
about this story? Register
here for this session (Session id SW106) at IBM Connect 2013 and hear
Timothy Perry, CTO, Retirement and Protect of Genworth share the success story.
SW106: Genworth: Work Smarter Not Harder
Speakers: Timothy Perry, Genworth; Cengiz Satir, IBM
January, 2013, 11:00 AM-12:00 PM| Location: Swan SW 1 - 2
Modified by Amrita Ganguly email@example.com
Today's guest post is courtesy Jill Taylor, Program Director - WW Demand Generation, Enterprise Content Management, IBM
Customer expectations are higher than ever before. People expect you to know them as individuals, they demand relevant, timely promotions, easy-to-use self-service options, and seamless, integrated experiences across every touch point, whether they’re using smart phones, tablets or computers. And they assume that these exceptional experiences will remain consistent before, during, and after they make a purchase.
How well is your organization keeping up with the soaring demands of today’s customers? Most companies say that “the customer comes first,” but do they follow up on that statement with the way they align their business?
Customer-focused organizations create systems of engagement to drive excellent customer experience. That’s because mere customer loyalty isn’t enough. You need to create brand advocates—people who are willing to share their positive opinions about their interactions with your business to everyone in their extended digital network. They’ll remain devoted customers, and they’ll also generate more business for you, as well as higher revenues. Here are three pillars of a strong customer engagement system:
Understanding: Get to know your customer in the context of their journey. Observe the customer and really listen to what they want, both on and offline. Use this understanding to drive your front and back office operations, to respond to increases and decreases in demand, or to create innovative products and services.
Connection: Unite your entire business ecosystem across every interaction channel in order to enable conversations with the customer and seamless integration with suppliers, trading partners and service providers.
Engagement: Deliver the best action, in context, using the right content and channel to create the best customer experience. Use the right interaction channels, powered by the knowledge you have about your customers, to engage with them in unique and personalized ways. Connect with your suppliers, trading partners and service providers and provide visibility, knowledge and context to focus on customers.
What can you do to provide these kinds of customer experiences in order to build lasting loyalty? Join IBM Content 2014, coming soon to a city near you, to get the answers. Learn how IBM’s enterprise content management solutions can provide a complete view of your customer so you can anticipate their needs, and discover how secure, reliable self-service solutions can help create satisfied customers—and evangelists for your brand.
Today’s guest post is courtesy: Michael Green, Offering Team Lead – Enterprise Content Management, IBM
The old saying that “knowledge is power’ has never been more true than it is today. Access to the right content is critical to the success of almost every type of organization—and so is maintaining this content over time. Knowledge workers need access to information, and they also need flexible processes so they can customize their approach and achieve the best possible outcome. And yet, businesses depend on the efficiency and consistency of automated processes, which means they need a case management solution that can provide both customization and control.
In addition to gaining access to the right information, knowledge workers need the ability to use analytics to drive even deeper insights and ensure consistent
decision-making. Information helps knowledge workers make better decisions, especially when case types are complex. The next steps and the final outcomes are not predetermined, which makes them unsuitable for automated processes control. Instead, they require knowledge workers to review the documentation and use the analytics to really discern the next steps that set them apart.
Today’s forward-thinking businesses are demanding more from advanced case management solutions. In addition to the basic features of a case management solution, business need technology that can:
Provide industry-specific processes that can reduce time to value and promote best practices
Leverage big data with context-specific dashboards and analytics
Enable mobile access to ensure access to information from anywhere
Provide a cloud strategy that enables innovation and flexibility
How can you find an advanced case management solution that can improve the productivity of your knowledge workers and deliver better outcomes? Join IBM Content 2014, coming soon to a city near you, to get the answers. Discover how easy it can be to create truly dynamic tasks, and learn how IBM solutions can help organizations improve mission-critical processes.
Modified by Deepthi Nagarajan DEEPTNAG@IN.IBM.COM
Ian Story,Senior Product Manager - Enterprise Content Management,IBM
Something struck me the other day - I haven't used a thumb drive in a long time. These little devices used to be staples of our digital lives, and I'm sure I still have one or two floating around in my briefcase somewhere, yet I couldn't tell you the last time I needed one. In today's connected world, I access content when I need to, where I need to, from whatever device I happen to be on. If I need to send a presentation to someone, I share it via a secure link, instead of copying it onto a thumb drive that will get me into trouble if it falls into the wrong hands. If I need to take a document with me on the road, I sync it to my mobile device, or pull it down for offline editing, and never think twice about it.
I don't think this is just me, in fact, I know it is not - in my job as a Product Manager here at IBM, I talk with our clients and prospects many times a week. They are all doing the same sort of thing, and for our customers, it has never been easier to work with your content wherever you happen to be, thanks to IBM Content Navigator. Content Navigator includes Worklight - our cross platform mobile toolkit; it also includes IBM QuickFile for secure file transfer of any document from your ECM system to anyone in the world. Better still, Content Navigator is available on whatever device you need it on, whether it's an iPhone or your laptop in Microsoft Office or an HTML5 web browser on the latest tablet - providing secure access to your content wherever and whenever you need it. And, with both the Worklight toolkit and a native app for iOS, to say nothing of the aforementioned HTML5 UI that works on any modern mobile device, making your content mobile has never been easier.
So, while the thumb drive is dead, I'm not mourning its loss. I'm happy to not worry about losing the latest secret documents on a tiny thumb drive that may fall out of my pocket in a taxi (at least if I lose my mobile phone, I can remote wipe it). Besides, think of all that extra flash memory manufacturing capacity that can be put to a much better use, like building solid state drives for computers, tablets and phones - giving them that instant-on feeling and being much more rugged and less prone to drives failing. Imagine what the world would be like without solid state drives, with a big excess of flash memory capacity that was being built for thumb drives, sitting around with no place to go...ever plugged a thumb drive into your iPad? Nope, me neither. Yet, on a daily basis, I work with my latest documents, collaborating with my peers all around the world, right there on my iPad, even when I'm disconnected on a plane (which happens less and less these days, in-flight Wi-Fi is almost as cool as Content Navigator). Long live mobile enterprise content management, good bye and good riddance to all the amusing keychain drives with various blinking lights, logos, shaped like little animals and so forth.
And last but not least, since I mentioned the boon of in-flight Wi-Fi above, it made me think of going places on airplanes. If you're still reading this, you should be planning to take a plane (or if you're close enough, some other form of transportation like a taxi or ride a horse or something) to Las Vegas in November, to our Information On Demand conference.
Here are some sessions that you should not miss.
ECG-1536A: IBM Content Navigator: The Enterprise Content Management User Experience,Date:6th November 11:15 AM – 12:15 PM, Mandalay Bay H
EIC-1664A: Creating Enterprise Content Management Mobile Applications Using IBM Worklight and IBM Content Navigator,Date: 6th November, 2013, 3:00 PM-4:00 PM,Location: Lagoon AB
EIC-1788A: Enterprise Content Management Mobile Update and Roundtable, Date: 6th November, 2013,10:00 AM-11:00 AM,Location: Lagoon GH
You can see some of this amazing enterprise content management technology for yourself and also a featured demonstration of ECM and mobile in the ECM keynote at the conference.
I'll be there, maybe I'll even hand out a few antique thumb drives as souvenirs - relics from a day long gone!
Learn More about Information On Demand
"At the IBM Connect 2014 conference on January 26 - 30, you will witness the convergence of S3!"
That's what voice over artist and actor Miguel Ferrer would say in a deep voice as explosions appeared on camera, but we all agreed it was a bit too much.
Which is not to say that there still are not three awesome things that are about to happen at IBM Connect 2014; and they all begin with the letter 'S.'
Last week, the entire United States of America was assaulted by cold weather. Except for Florida.
As all 48 states, including California, wore blue on the weather map it was Florida that remained a nice orange/red (and it of course prompted a fun "We Hate Florida" meme).
As a former resident of Florida, I can tell you that in January there's no better place to be than the "Sunshine State."
The way that knowledge workers are collaborating and sharing content is continuing to shape how we define what enterprise content management needs to be for our customers.
The document that your user could access two years ago isn't as important as the document they can share today. Or the document that they will collaborate on tomorrow. On the desktop and across mobile devices. Content will be driving what they do and the way you deploy your solutions will be critical for their success.
The theme of the conference this year is "energizing life's work" and as an ECM practitioner it's a great opportunity to learn about new ways to connect people and teams inside and outside your organization to share and innovate with content.
There are a number of things we have planned for ECM at IBM Connect 2014 including exciting sessions with everyone's favorite experience platform IBM Content Navigator as well as other ECM solutions, a keynote from Doug Hunt and a mobile demo that you're going to want to see in person.
The last 'S' is for Scott Adams, creator of Dilbert! To put it in perspective, Dilbert.com went online in 1995 and was the first syndicated comic strip to also be available on the Internet. Adams was 'social' before we had a word for it. I have no doubt that he'll be funny and we'll all be entertained, but he's also one of the trailblazers of what we do around how, where and why we share content.
Nice weather. Learning about social content management. Dilbert. What are you waiting for?
Session previews are live and registration is open . We look forward to seeing you there.
Guest blog by Scott Blau
, WW Director of Document Capture, ECM, IBM
The word “engage” is, er, how can I put it? Engaging! It has many meanings. We engage
in thought and activities when we devote our attention. It can refer to hiring someone or renting an
apartment. Cars go forward because the
gears are engaged. And, unless you are commitment-phobic, you
get engaged and then you get married.
Engagement is central to any successful business. People buy products that are engaging, but
they stay customers with companies that engage with them. In the days of Main Street shopping,
engagement was as simple as a winning smile and the willingness to listen to
customers expand on the details of various ailments and gossip about
relatives. And, of course, it was about
customer service – responding to complaints before they were shared with others
down the street.
In today’s mobile and connected marketplace, engaging with
your customer – or with your suppliers, or patients, or even employees, is an act of defiance! Your customer may never walk in the door. Your marketing systems may not “speak” to
your order fulfillment system – and both may have nothing to do with customer
service. But to engage with your
customer, I mean really engage in the sense of knowing them like a Main Street
proprietor knows their daily walk-in customers – customer service, for example,
should know the communications preferences that the customer set on a web site
and were used in marketing.
The most successful businesses now are focusing on the last
frontier of automation: breaking down the barriers between their “automation”
systems so that they can re-engage with their customers: an effective ECM
system delivers efficiency – while improving customer acquisition, servicing,
Customer service can be just a matter of answering the
phone, but a customer interaction case management system that breaks barriers
between internal information silos and handles the randomness of human
interactions, engages with customers in the way they want to be engaged –
Good ECM tools will improve productivity… but more
importantly, and more relevantly to life at the speed of an iPad, they help
organizations engage with customers, with suppliers, with citizens, with you
and me – all in ways that make us feel like we are talking to the local news
agent who we visited every day for the last ten years.
Come hear Scott talk about ECM and Smarter Content at Information on Demand 2012, to know about ECM sessions download the ECM at IOD Agenda
. Or if you're already registered, use the SmartSite
to start planning your experience, scheduling sessions, and connecting with other attendees and speakers."
Guest blog by Scott Blau
, WW Director of Document Capture, IBM Enterprise Content Management
When I think about what Smarter Commerce can mean to a
customer, I think of all the reasons I love shopping on Main Street. I don’t do a lot of shopping in person, but
when I do, I have pretty high expectations. The places I go to – and return to
– all share some common characteristics:
me. I can tell because when I walk
in the door, someone smiles at me like a friend!
remember me. At my café, I don’t
need to ask each time for skim milk in my coffee.
care of me. When I have a question about
my bill, they look over my shoulder at it and we go line-by-line to sort out
These days most of my shopping is actually done online. It’s a very different experience from
shopping in a store. When I go into an
online shop nobody smiles at me. They
rarely remember much about me. And when
I have a question about the bill… ouch!
The out-of-touch call center can’t really take care of me and rarely can
even look at the same bill I’m looking at.
There is very little that is “smart” about this commerce.
Sure, eCommerce has changed the way I shop and my
expectations on the speed of transactions, but I still miss the human touch
from the era of Main Street shopping. It’s
harder than ever to satisfy me as a consumer, because now I want the best of
eCommerce married to the best of Main Street.
I want truly smarter commerce!
To get instant – and accurate – feedback on my
transactions based on my input
To have a personalized experience where “the system”
knows me and remembers my preferences, “anticipating” my next move
And when I speak to someone on the phone – I
really expect them to take care of me
as a valuable customer!
full of systems that don’t speak to each other
To meet these high expectations requires a concerted (some
may say monumental) effort to break down the barriers between systems. If I’m calling Customer Service, I don’t want
to explain what products I have purchased from the company. If I am disputing a
charge on a bill that I have in my hand, I expect the person on the other end
of the phone to be able to see exactly the same bill I am looking at.
Being able to meet my Main Street expectations in the
eCommerce world is where smarter commerce started at IBM twenty years ago, long
before the term “Smarter Commerce” was coined.
A product now called Content Manager On Demand (CMOD) made it easy to
efficiently store images of bills being printed before they were sent to
customers. So when I call the company to
sort out a billing issue, the customer service rep can easily pull up my bill
and see exactly what I am seeing. That’s
a good place to start to deliver excellent customer service.
ECM bridges the gap
between siloed systems
ECM is good at this because it represents a set of
technologies that often are used to span otherwise rigidly siloed systems
within an organization. Document imaging
often does exactly that – making documents that originate in one area of the
business, say orders, available in other areas, such as Customer Service. This is important when customer service wants
to see, for example, a customer’s original purchase order.
Case Management – another ECM technology – is great at managing
customer interactions in Support or Customer Service. It excels because it avoids using rigid
process management. Instead, case
management offers the ability to deal with the ‘randomness’ of customers who
don’t always fit into pre-defined patterns of interaction. Turns out that when your customers are people
they tend to behave like people!! And
people don’t tend to follow pre-defined patterns of interaction.
Paper documents continue to challenge organizations that have
otherwise committed to electronic commerce.
They have paper order forms that won’t go away and paper invoices. Document capture technologies – like OCR and
ICR – turn paper into an electronic, “p2e,” compliment to eCommerce. And these ECM staples are at their best when
they dovetail with an organization’s existing electronic systems.
ECM: Turning eCommerce
into Smarter Commerce
Commerce gets smarter, a step at a time, by using
technologies that help hide “systems” and instead present a personal face to
our customers, our suppliers, and even our employees. I see IBM ECM as a good place to start transforming
your eCommerce into something as pleasurable as Main Street shopping – that’s
when commerce really gets smarter!
To know more about how ECM drives Smarter Commerce, attend our sessions on Smarter Processes for Smarter Commerce
and Find the Voice of Customer
at IBM Smarter Commerce Global Summit, Orlando 2012 from September 5th to 7th. To know more about the sessions and register to attend the IBM Smarter Commerce Global Summit 2012 visit the micro-site
Guest post by Julie Vaccaro, Offering Manager IBM Content Classification
How many times have you searched for something and come up
short? Searching for content over and over, with hundreds or thousands of
results, is all too commonplace. It is inefficient, ineffective and
frustrating. Popular search engines are proud of the multiple-millions of
“results” they achieve in a few milliseconds time, but is this really what we
want? Just because a search engine “can” produce thousands of results, doesn’t
mean it “should”. Most people are searching for a single result, not
thousands. That said, the purpose of
these search engines is not to give you the single piece of content that you
want, but to give you all of the potential content that you might be interested
in, especially the results that also drives advertising revenue. This scenario
is not useful in a business context.
Business users need to find a very small and relevant set of
content based on the information they have. Going back to the library example,
when I walk into a library to find a book about Java Programming, I want to be
directed to the shelves that contain only books on my subject, not books that
contain the words Java, which are out of context to the subject at hand. This is why there is a card catalog and a
Dewey Decimal System.
A business user is no different. If we are looking for
resumes for Java programmers, then we want to be given the small subset of
content relevant to Java programmers, not content that includes the word
“Java’, which could return documents that include the Indonesian island, different types of coffee
or a company that has Java in its name.
Classification systems that use Natural Language Processing
and text analysis can provide context to content and therefore, organize it
properly. Furthermore, by combining classification with enterprise search
applications, businesses can provide a robust and effective conceptual search
that delivers a highly relevant set of results.
The Bottom Line: Content must be easily accessible to those
who need it.
To know more about what Content Classification can do for your business attend the following IOD2012 sessions IBM Content Classification: The Key to Organizing your Content
and How to Integrate IBM Content Classification Technology With Enterprise Content Management
. To know more about ECM sessions at IOD and to register to attend visit the IOD ECM Forum
Guest post by David Jenness,
Market Segment Manager, ECM, Document Imaging and Capture, IBM
One of the
things that I like about my job is that I get to talk to IBM customers who have
automated their business processes with document capture and imaging software.
I ask them how much money they saved, how many errors eliminated, how much
faster they can process a claim or an invoice or a mortgage, and generally how
much “smarter” their organization is now that they have replaced a paper-based
always, our conversation focuses on process improvement and cost savings. We do
diagrams to show how much was streamlined and use special calculators to
determine how much money they saved. And then I write up a case study to
It’s not a
Or at least
it was, until recently, when I had a revelation thrust upon me by a customer in
the healthcare industry, who told me, “We didn’t buy the solution to save
money. We bought it to make our patients healthier.”
light dawned in the rock garden. Process improvement and cost savings are
important, sure, but there’s a bigger picture. There’s the person who is
receiving the product or the service and they too benefit from a smarter
organization. In fact, isn’t the whole point of the endeavor to improve the
experience had by the customer (or the patient or the citizen or the student)?
It may sound
obvious, but here I was, nearly wrenching my arm trying to pat myself on the
back about how much money is being saved. Sometimes, we become so accustomed to
focusing on the little picture, that we forget that there is a big picture. But
thanks to the document scanning manager of a major hospital network who scans
medical records so that a physician in the emergency room can access them to
treat a patient, I now understand that document capture and imaging is much
more than a way to trim costs, it can improve the lives of people.
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