ccm en digitale transformatie › wp-content › uploads › 2014 › 11 › 2014... · customer...
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CCM en digitale transformatie –carrièrekans voor de documentprofessional?
Roberto Nagel M-EDP
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• Bestuurslid Xplor Nederland
• Solutions Manager, Document Dialog
• Docent EOMS, DISCERU
Roberto Nagel M-EDP
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• Visie Xplor Nederland
• Business Value van CCM
• Disruptive Innovation en CCM
• Communication Experience Management
• Wat betekent dit voor de documentprofessional?
• Takeaways
Inhoud
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• Visie Xplor Nederland
• Business Value van CCM
• Disruptive Innovation en CCM
• Communication Experience Management
• Wat betekent dit voor de documentprofessional?
• Takeaways
Inhoud
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Operations Business
ICT
Output
Management
Facility
Management
Lines of
Business
Marketing
Communi-
cations
KCC
Raad van Bestuur
Kennisplatformen
3 pilaren
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Kennisplatform – 3 pilaren – xplor.nl
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• Zonder betrekking documentprofessional
• Klantcommunicatie = kostenpost
• Klantgerichtheid = strategie
• Toegevoegde waarde documentprofessional?o “Documentcenter” – “Print & Mail” – “Print & archief”
Impact van de digitale transformatie
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• Visie Xplor Nederland
• Business Value van CCM
• Disruptive Innovation en CCM
• Communication Experience Management
• Wat betekent dit voor de documentprofessional?
• Takeaways
Inhoud
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Business Value digitale transformatie
Verbeterde
connectiviteit
Product- en
serviceinnovatie
Verbeterde
besluitvorming
Automatisering
handmatige taken
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Voor alle bedrijven?
Digitaal = Normaal
• Communicatie
• Muziek/video/boeken
• Reizen
• Bruingoed
• Nieuws
• 2de hands
Lange termijn
• Voedsel
• Kleding
Op weg
• Banking
• Verzekeringen
• Telco’s
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Business Value digitale transformatie
Verbeterde
connectiviteit
Product- en
serviceinnovatie
Verbeterde
besluitvorming
Automatisering
handmatige takenBusiness value
CCM?
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• Visie Xplor Nederland
• Business Value van CCM
• Disruptive Innovation en CCM
• Communication Experience Management
• Wat betekent dit voor de documentprofessional?
• Takeaways
Inhoud
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• helps create a new market and value network;
• disrupts an existing market and value network;
• improves a product or service in ways that the
market does not expect.
Sustaining Innovation
• evolves existing markets/value networks with
better value.
Disruptive Innovation
Bron: http://en.wikipedia.org/wiki/Disruptive_innovation
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Disruptive Innovation en CCM
TijdNu
Lage kosten
“Print & mail”
Multi-channel
omni-channel}?Wat is jouw
meerwaarde?
En hoe?
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Nieuwe Stakeholders CCM
Marketing Manager
Customer Experience ManagerChief Digital Officer (CDO)
Product Manager
Channel Manager
Business Architect
Information Manager 3.0
Doelstelling: Customer Lifecycle ‘new style’
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Customer Lifecycle ‘old style’
Awareness … Purchase Experience
Marketing Communicatie Proces Communicatie (=CCM)
Offerte – Bevestiging – Polis –
Factuur – Statement – Service …
Website
Mailings
AdvertentiesPR
Brochures
Campagnes
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Customer Lifecycle ‘new style’
Awareness Research Comparison Selection Purchase ExperienceRetention &
LoyaltyAdvocacy
Marketing
Communicatie
Proces
Communicatie(=CCM)
Marketing
Communicatie
Event-driven – Engagement – Real-time Interaction –
Communication Experience Management
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• Visie Xplor Nederland
• Business Value van CCM
• Disruptive Innovation en CCM
• Communication Experience Management
• Wat betekent dit voor de documentprofessional?
• Takeaways
Inhoud
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eDocument
Web applicatie
Website
PURL
Mobile app
SMS
SMS
Preference
Management
Google+, Instagram, Pinterest, ELLO, ???
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Maar hoe?
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ApplicatieOutput
Management
Applicatie2OM
Applicatie3OM
Applicatie4OM
CRMevent OM
CustomerService
OM
Campaignmanagemt
OM
Silo &
technologie-overlap
Silo &
technologie-overlap
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Applicatie
Applicatie2
Applicatie3
Applicatie4
CRMevent
CustomerService
Campaignmanagemt
Output
Management
XOMS
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Data access
& bewerking
Poort-
wachter
Procesmanagement
Document-
generatie
Preference
Management
Digitale
handtekening
Audit, track & trace
Conversie &
transformatieeDelivery
Business-
applicatie
(Data)
Business-
applicatie
(Legacy)
Office output
CRM
Externe
Service
Providers
Printing &
Enveloping
Externe
Data
Services
eXtendable Output Management System (XOMS)
Reporting &
feedback
Productieplanning
E-Mail &
SMS services
Digitaal
postvak
CMS
eXtendable Output Management System
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• Visie Xplor Nederland
• Business Value van CCM
• Disruptive Innovation en CCM
• Communication Experience Management
• Wat betekent dit voor de documentprofessional?
• Takeaways
Inhoud
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• Gartner: Chief Marketing Officers (CMOs) will be
spending more on IT than Chief Information
Officers (CIOs) within five years.
Your CMO May Be Your New CIO
Bron: http://www.forbes.com/sites/sap/2012/10/25/your-cmo-may-be-your-new-cio-and-what-that-means-for-enterprise-mobility/
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• Keeping up with the relentless pace of technology advancement …
• …on the hot seat these days is the Chief Information Officer (CIO)
• …growing tension between two implacable forces:
o applying the latest technology innovations to the business and
o maintaining infrastructure and keeping existing IT systems running smoothly.
• Conflict between keeping the lights on and pushing the business towards more comprehensive digital transformation.
• The lines of business in most enterprises, for their part, seem less and less content to wait for the CIO to take a more proactive role.
The New CIO Mandate
Bron: http://www.zdnet.com/the-new-cio-mandate-7000024851/
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http://www.zdnet.com/the-new-cio-mandate-7000024851/
Bron: http://www.zdnet.com/the-new-cio-mandate-7000024851/
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Business
Application
ERP
Output
Management
Input
Management
Content
Management
Systems of Record Systems of Engagement
Multichannel Delivery Platform
Campaign
Management
Customer Value
Management
Touchpoint Mkt.
Orchestration
Real Time
Analytics
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Business
Application
ERP
Output
Management
Campaign
Management
Customer Value
Management
Touchpoint Mkt.
Orchestration
Input
Management
Content
Management
Real Time
Analytics
Systems of Record Systems of Engagement
Omnichannel Engagement Platform
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Data access
& bewerking
Poort-
wachter
Procesmanagement
Document-
generatie
Preference
Management
Digitale
handtekening
Audit, track & trace
Conversie &
transformatieeDelivery
Business-
applicatie
(Data)
Business-
applicatie
(Legacy)
Office output
CRM
Externe
Service
Providers
Printing &
Enveloping
Externe
Data
Services
eXtendable Output Management System (XOMS)
Reporting &
feedback
Productieplanning
E-Mail &
SMS services
Digitaal
postvak
CMS
Campaign
Management
Customer Value
ManagementBest Next Action
Touchpoint
Orchestration
Systems of Record Systems of Engagement
Real Time
Analytics
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• Digitale Beleving –het transformeren van klantbeleving naar een op
servicegerichte gepersonaliseerde klantcommunicatie
door middel van bedrijfsinformatiegestuurde omni-
channel communicatie;
• Digitale Werkplek …
• Digitale Supply Chain …
• Digitale governance en beveiliging …
Open Text: Agenda 2020 – de Digitale Organisatie
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©
Docu
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©
Docu
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Bron: Whitepaper AIIM - Systems of Engagement and the Future of Enterprise IT: A Sea Change in Enterprise IT
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• Visie Xplor Nederland
• Business Value van CCM
• Disruptive Innovation en CCM
• Communication Experience Management
• Wat betekent dit voor de documentprofessional?
• Takeaways
Inhoud
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• Bepaal de Business Value voor je (interne) klanto Vertrekpunt ‘Digitale Ambitie’ – Punt in de verte – IST vs. SOLL
• Vul huidige kennis van documentlogistiek aan meto Business Strategie, Marketing, Customer Experience, Communicatie,
Digitale Technologieën (HTML5, appontwickeling, …)
o Marketing Automation + Campaign Management + Social Tools + Interaction Management + Engagement
• Terminologie: Document Interactie Engagement
• Systems of Record vs. Systems of Engagement
• Omnichannel klantcommunicatie
Takeaways
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Aanbevelingen
• Use social media to attract and hold consumer attention.
• Use social media to extend and improve customer service.
• Use social media to develop deeper brand relationships and
consumer insights.
• Integrate social media with systems of record to provide a better
end user experience.
• Mine metadata to personalize offers for greater relevance and
conversion.
AIIM Whitepaper
Click on image to download
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AIIM Opleiding/Certificering
Click on image to download
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Vragen? Hoe verder?
• Kennisplatform
• Netwerkbijeenkomsten
Wat-sessies
Hoe-sessies
• EDP/EDA certificering
• Strategische trainingen
Enterprise Output Mgt.
Enterprise Input Mgt.
• Masterclasses
• In-house /openbaar
• Workshop
‘Digitale ambitie’
• Uitwerken strategie
• Begeleiding transitie
• Tooling voor invulling