ATM_Meeting_230207
ATM_Meeting_230207
Although with some delay, I want to comment about the latest AIIM Europe Advisory Trade Member Meeting in London. John Mancini has blogged about it here.
I was asked to suggest three hiden 3 key “sleeper” issues I see in this market that you don’t think most people are focusing on. Here's my selection:
1- Customer service is one of the most difficult tasks in today’s business environment. Everyone is following a multi-channel strategy and wants to have a 360º view of the customer. The fact is, it’s extremely difficult to solve this problem: a customer has an integral view of his interactions with a company (bank, utilities, insurance,…). However, it is very hard to ensure that the company employees have that same integral perspective of the customer. I believe that we’ll see a trend to optimize customer service by ensuring an integral management of all unstructured information related to customers. This will have two dimensions:
a. Building a single unified infrastructure that ensures data integrity, including customer correspondence, marketing, customer reports from business applications, sales interactions, phones to call center,…consolidating internal systems, ensuring data integrity.
b. Moving more information to the customer online in self-service mode including access to historical data and archives
I think this will have an impact in two fundamental issues: (i) semantic reconciliation of existing systems and applications, and (ii) building of information architectures and SOA-interoperability of ECM systems.
Other areas will follow like product information, but customer service is the most relevant one.
2- Content analytics or text analytics. We are entering an era in which the need to analyze the use that our organization does of content is critical. The growth in volume inevitably brings the need for some kind of selection mechanism in the value of our content. As an example, companies today cannot answer trivial questions like:
a. which searches in our website produce no results? (that question is giving you a lot more information than the ones that get results). Or,
b. how do you define the relevance of information for different groups (some social tagging mechanisms can help here…). These should be based on user interactions, explicit rankings or tagging
c. pure, basic analytics on your content: who uses what, how long, what is not used,…, is still very difficult to achieve.
In essence, I think we will start to see a trend to associate value or relevance to the corporate information based on usage patterns and some form of social interaction. I think we will start to see combinations of BI techniques applied to content use and content interactions
3- Security. This one is pretty simple and straight-forward. The application of DRM or IRM techniques inside enterprise will grow. Data security, traceability and privacy concepts applied to documents and emails will become much more common place than they are today.
a. Building a single unified infrastructure that ensures data integrity, including customer correspondence, marketing, customer reports from business applications, sales interactions, phones to call center,…consolidating internal systems, ensuring data integrity.
b. Moving more information to the customer online in self-service mode including access to historical data and archives
I think this will have an impact in two fundamental issues: (i) semantic reconciliation of existing systems and applications, and (ii) building of information architectures and SOA-interoperability of ECM systems.
Other areas will follow like product information, but customer service is the most relevant one.
2- Content analytics or text analytics. We are entering an era in which the need to analyze the use that our organization does of content is critical. The growth in volume inevitably brings the need for some kind of selection mechanism in the value of our content. As an example, companies today cannot answer trivial questions like:
a. which searches in our website produce no results? (that question is giving you a lot more information than the ones that get results). Or,
b. how do you define the relevance of information for different groups (some social tagging mechanisms can help here…). These should be based on user interactions, explicit rankings or tagging
c. pure, basic analytics on your content: who uses what, how long, what is not used,…, is still very difficult to achieve.
In essence, I think we will start to see a trend to associate value or relevance to the corporate information based on usage patterns and some form of social interaction. I think we will start to see combinations of BI techniques applied to content use and content interactions
3- Security. This one is pretty simple and straight-forward. The application of DRM or IRM techniques inside enterprise will grow. Data security, traceability and privacy concepts applied to documents and emails will become much more common place than they are today.
posted by Javier Cabrerizo @ 11:06 PM
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