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CCM en digitale transformatie –carrièrekans voor de documentprofessional?

Roberto Nagel M-EDP

• Bestuurslid Xplor Nederland

• Solutions Manager, Document Dialog

• Docent EOMS, DISCERU

Roberto Nagel M-EDP

• Visie Xplor Nederland

• Business Value van CCM

• Disruptive Innovation en CCM

• Communication Experience Management

• Wat betekent dit voor de documentprofessional?

• Takeaways

Inhoud

• Visie Xplor Nederland

• Business Value van CCM

• Disruptive Innovation en CCM

• Communication Experience Management

• Wat betekent dit voor de documentprofessional?

• Takeaways

Inhoud

Operations Business

ICT

Output

Management

Facility

Management

Lines of

Business

Marketing

Communi-

cations

KCC

Raad van Bestuur

Kennisplatformen

3 pilaren

Kennisplatform – 3 pilaren – xplor.nl

• Zonder betrekking documentprofessional

• Klantcommunicatie = kostenpost

• Klantgerichtheid = strategie

• Toegevoegde waarde documentprofessional?o “Documentcenter” – “Print & Mail” – “Print & archief”

Impact van de digitale transformatie

• Visie Xplor Nederland

• Business Value van CCM

• Disruptive Innovation en CCM

• Communication Experience Management

• Wat betekent dit voor de documentprofessional?

• Takeaways

Inhoud

Business Value digitale transformatie

Verbeterde

connectiviteit

Product- en

serviceinnovatie

Verbeterde

besluitvorming

Automatisering

handmatige taken

Voor alle bedrijven?

Digitaal = Normaal

• Communicatie

• Muziek/video/boeken

• Reizen

• Bruingoed

• Nieuws

• 2de hands

Lange termijn

• Voedsel

• Kleding

Op weg

• Banking

• Verzekeringen

• Telco’s

Business Value digitale transformatie

Verbeterde

connectiviteit

Product- en

serviceinnovatie

Verbeterde

besluitvorming

Automatisering

handmatige takenBusiness value

CCM?

• Visie Xplor Nederland

• Business Value van CCM

• Disruptive Innovation en CCM

• Communication Experience Management

• Wat betekent dit voor de documentprofessional?

• Takeaways

Inhoud

• 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

Disruptive Innovation en CCM

TijdNu

Lage kosten

“Print & mail”

Multi-channel

omni-channel}?Wat is jouw

meerwaarde?

En hoe?

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’

Customer Lifecycle ‘old style’

Awareness … Purchase Experience

Marketing Communicatie Proces Communicatie (=CCM)

Offerte – Bevestiging – Polis –

Factuur – Statement – Service …

Website

Mailings

AdvertentiesPR

Brochures

Campagnes

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

• Visie Xplor Nederland

• Business Value van CCM

• Disruptive Innovation en CCM

• Communication Experience Management

• Wat betekent dit voor de documentprofessional?

• Takeaways

Inhoud

E-mail

eDocument

Web applicatie

Website

PURL

Mobile app

SMS

SMS

Preference

Management

Facebook

Print

Twitter

Google+, Instagram, Pinterest, ELLO, ???

Maar hoe?

ApplicatieOutput

Management

Applicatie2OM

Applicatie3OM

Applicatie4OM

CRMevent OM

CustomerService

OM

Campaignmanagemt

OM

Silo &

technologie-overlap

Silo &

technologie-overlap

Applicatie

Applicatie2

Applicatie3

Applicatie4

CRMevent

CustomerService

Campaignmanagemt

Output

Management

XOMS

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

• Visie Xplor Nederland

• Business Value van CCM

• Disruptive Innovation en CCM

• Communication Experience Management

• Wat betekent dit voor de documentprofessional?

• Takeaways

Inhoud

• 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/

• 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/

http://www.zdnet.com/the-new-cio-mandate-7000024851/

Bron: http://www.zdnet.com/the-new-cio-mandate-7000024851/

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

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

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

• 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

©

Docu

©

Docu

Bron: Whitepaper AIIM - Systems of Engagement and the Future of Enterprise IT: A Sea Change in Enterprise IT

• Visie Xplor Nederland

• Business Value van CCM

• Disruptive Innovation en CCM

• Communication Experience Management

• Wat betekent dit voor de documentprofessional?

• Takeaways

Inhoud

• 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

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

AIIM Opleiding/Certificering

Click on image to download

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

Bedankt voor de aandacht

roberto.nagel@documentdialog.com

nl.linkedin.com/in/robertonagel/