Embed Size (px)
Citation preview
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
eDocument
Web applicatie
Website
PURL
Mobile app
SMS
SMS
Preference
Management
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
