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Effective Content Management Drives Successful Digital Transformation Journey

By Debjani Chaudhury - November 15, 2019 4 Mins Read

Data Management, Digital Transformation, Content Management, Automation, Artificial Intelligence, AI

The hallmark of a digitally transformed workplace is defined by an organization-wide culture of customer-centric services, automated processes, and agile, seamless information flows. Firms need to invest in technology to reconfigure how service providers operate to make experiences and services better.

Firms should check for signs that are indicative of a digitally transformed workplace: Automating all critical business processes — Automating workflows, directed to make decisions guided by business rules and intelligence, significantly reducing response times and workloads, and monitoring errors and fraud attempts more accurately than ever done manually.

A customer-driven business model across departments – Customers desire query resolution via their preferred applications. They are primarily concerned about their apps, customizing them as per their work and personal lifestyle. Firms need to impose analytical tools that can determine the information and services that customers need, based on the user’s past behaviors and preferences.

Also Read: Digital Workforce launches ‘Elements of RPA’ – a free automation online crash course

Seamless access to data and information across channels and solutions– Firms need to develop a flexible architecture, where the user’s preferred app can effectively extract the answers they want no matter which repository the information it is derived from;  whether the data is structured or unstructured

Content management needs to be the backbone of the digital transformation journey. A flexible architecture is more complex, which makes content management the right place to start building the digital transformation strategy. A firm’s content management practice should be designed to:

  • Architect an integrated ecosystem of various information sources and formats like- documents, videos, emails.
  • Set and apply access controls across all operational stages.
  • Accurately measure the quality of the data or information gathered.
  • Gather accountable owners to manage system communication and management of users.
  • Classifying and tagging information so it can be retrieved and found by apps and services.
  • Metadata management is crucial for sourcing information across different solutions and for differentiating active, critical data from unimportant and temporary ones.

Layer on top of the existing capabilities, newer, “intelligent” ones, can automatically classify, tag content or notify content managers of the anomalies in the collected data. Within the decade, using voice-activated devices powered by artificial intelligence (AI) to search for content will be as common as searches conducted on a screen. Clients expect intelligent content services to assist them in discovering both structured and unstructured data quickly, aggregating it by topic, case, and present a meaningful story to authorized users on their devices.

Also Read: Five reasons why: Hybrid cloud is the Life Saver for Retailers

The new digital workplace needs a more complicated governance framework. The future will involve a lot more information, the majority coming from outside the organization, from sources like social media. Firms don’t and shouldn’t need to govern every piece of information that’s there. It’s essential to effectively identify the information that’s subject to regulatory compliance is critical to business operations and shared widely across the departments. Experts suggest bringing in legal counsel and auditors to help draw those lines around what needs to be governed and what business rules and classifications should be applied. Based on this principle, firms should try to routinize and even automate the governance processes for information sets, always focusing on the information and solutions that enrich customer service. This will enable them to reserve more time-consuming and manual interventions by the governance working group for changes and exceptions.

This will be a powerful turning point in the firm’s headway towards a content management program. That’s what actual digital transformation looks like — people relating to their information and each other in different ways using effective content management systems in place.

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Debjani Chaudhury

Debjani Chaudhury works as an Associate Editor with OnDot Media. In this capacity, she contributes editorial articles for two platforms, focusing on the latest global technology and trends.Debjani is a seasoned Content Developer who comes with 3 years of experience with Fashion, IT, and International Marketing industries. She has represented India in International trade forums like Hannover Messe, Germany.

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