Information Management

OpenText WFO Video Series: What Performance Goals Resonate Most With Executive Leadership?

WFO Video Series

I’m really excited to write about this sixth question being asked as part of our OpenText™ WFO 2017 Video Series because it’s a question I’m often asked when meeting with customers and other contact center professionals. It’s also a question that our expert panel of speakers are dealing with in their professions, some are well-respected industry analysts and others highly successful practitioners. It’s a privilege to have their expertise to share with you. Today’s contact center leaders understand how important it is to gain the support of executive leaders in order to secure the necessary resources, technologies and budgets required to hit mandated KPIs. But that’s no easy task when the contact center is focused on metrics that are not well understood or even considered business-critical in the C-suite. So here’s the question again: what contact center goals or metrics resonate most with the leaders who make the high-level strategic business decisions and who control the purse strings? Keith Dawson, Principal Analyst at Ovum in knows that it’s important to distinguish between “activity metrics” and “outcome metrics.” Here’s how Keith describes the difference in the second of his two video clips on the topic: “Contact centers have been asked to report on how many, how often, how many minutes, how many calls, how many agents, etc. This is all well and good, it will never go away, and we’ll always be using these numbers…but the reports [executives] get should be related to customer feelings, customer sentiments, customer experiences. How much friction did that person encounter, how many transfers were there, how many contact channels did a person come in on? Are we able to relate what one person did on one channel to what a customer did on another channel? Was there effort expended by the customer in moving from one channel to another?” Those “how much and how many” metrics are, of course the activity metrics, and as Keith reminds us, few if any executives fully understand or actually even care about this level of detail when it comes to contact center operations. Rather, executives are concerned with the outcome metrics, as well they should be. The goal – and the way to earn the support of executive leaders – is to work with them to develop the infrastructure and analytic capabilities that can “paint a picture of a customer not just as a series of transactions, but as a person with a potential to do business with you in certain ways.” Yes, easier said than done. But Keith also makes the point in his first video clip related to this question that it’s important “to stand up and take the risks that are necessary to make sense of a very complicated operational environment.” This is so true. The other experts on our 2017 panel offer their own take on reporting up to executive leaders, so I encourage you to take a moment and listen to what the others have to say about this question – and all the others. In all, our speakers provide their insight related to eight important questions about driving awareness of the contact center within your organization and explain why this should be of interest to every contact center agent, supervisor, manager and executive: What defines a positive customer experience? Why should customer experience be a top enterprise goal? How can the contact center be positioned as a leader in customer experience? How can the contact center align with the top priorities of executive leadership? What’s the best way to coordinate contact center goals with other business units? What performance goals resonate most with executive leadership? What other tools demonstrate contact center impact to the executive team? What are some lessons learned about reporting to the executive team? You can join the conversation by using the “Get in Touch with a WFO Expert” form on the Video Series pages, or by commenting on our Video Series blog posts: Question 1, authored by Steve Graff Question 2, from Alan Porter Question 3, by me, aka Dr. WFO Question 4, by Matthew Storm Question 5, posted by Brian Hardyman On behalf of the entire OpenText WFO Software team, I hope that you’re enjoying our 2017 Video Series. There’s also a previous series that’s available, too. Check it out and learn how interaction analytics can have a huge impact on your contact center and business. Thanks for reading through this blog. I hope you’ll reach out and keep in touch.

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Discovery Rises at Enterprise World

This summer will mark a full year since Recommind became OpenText Discovery, and we’re preparing to ring in that anniversary at our biggest conference yet: Enterprise World 2017! We’re inviting all of our clients, partners, and industry peers to join us for three days of engaging roundtables, interactive product demos, Q&A with experts, a keynote from none other than Wayne Gretzky, and—of course—the latest updates, roadmaps, and visions from OpenText leaders. Here’s a sneak peek of what to expect from OpenText Discovery’s track: The Future of Enterprise Discovery. We’ll be talking at a strategic and product-roadmap level about unifying Enterprise Information Management (EIM) with eDiscovery. New data source connectors, earlier use of analytics, and even more flexible machine learning applications are on the way! Introduction to eDiscovery. Our vision for the future of eDiscovery is broader than the legal department, and we’re spreading that message with sessions tailored for IT and data security professionals that want to know more about the legal discovery process and data analysis techniques. Why Legal is Leading the Way on AI. Our machine learning technology was the first to receive judicial approval for legal document review, and in the years since, we’ve continued to innovate, develop, and expand machine learning techniques and workflows. In our sessions, we’ll highlight current and future use cases for AI for investigations, compliance, due diligence, and more. Contract Analysis and Search. We’ll also have sessions focused exclusively on innovations in enterprise search and financial contract analysis. Join experts to learn about the future of predictive research technology and the latest data models for derivative trading optimization and compliance. Our lineup of sessions is well underway and we’ve got an exciting roster of corporate, academic, government, and law firm experts including a special keynote speaker on the evolving prominence of technology in law. Register here for EW 2017  with promo code EW17TOR for 40% off and we’ll see you in Toronto!

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ECM Success in Today’s World Means Evolving to the Cloud

Evolving to the Cloud

OpenText™ Content Suite and Documentum content management solutions have been the cornerstone of thousands of organizations’ effective Enterprise Content Management (ECM) programs over the past 25 years. However the concept and practice of ECM are changing. Gone are the days of ECM being viewed simply as an electronic filing cabinet. Successful digital transformation requires ECM to actively aggregate, organize, and distribute content from every corner of the enterprise. This evolution means that almost every organization is rethinking the current and future role of their ECM platform. Many of our customers are realizing that a new approach to ECM is needed as shifting demographics and changing business models redefine how, when, and where work gets done. As the industry’s largest ECM vendor we talk to a lot of organizations about content management and we use those conversations to constantly advance the development of new ways to positively impact agility and innovation within the enterprise. Examples include everything from digital modernization to employee productivity to process integration. In today’s digital world, enterprises must have the ability to make changes faster and more flexibly in order to take full competitive advantage of new functionality and use cases. Our customers are asking themselves how they can free up strategic resources to make IT and technology like ECM a revenue center rather than an operational cost. Enter cloud. Cloud-based ECM is a Successful Reality We have many customers that have done the math, worked the angles, and arrived at the same conclusion: Cloud-based ECM allows them to extract the maximum value from ECM and provide users with the content they need, when they need it, and in the context of their business process. The cloud presents a step-change opportunity to be able to quickly deliver new functionality and deploy purpose-driven solutions integrated into leading applications, whether in the cloud or in a hybrid model. Evolving to the cloud means that your IT resources are released from the behind-the-scenes work like patching, monitoring, and time-consuming upgrading. They’re freed up to shift their focus to strategically delivering new solutions with ECM that can help positively impact business processes and drive business forward into the new digital world. Organizations are increasingly looking to consume ECM in the cloud and integrate ECM into purpose-built solutions. OpenText is evolving with this change and our acquisition of Documentum positions us as a next-generation Cloud Content Services Leader. Perhaps the most important thing to remember is that there are as many constructs of cloud-based ECM as there are, well, clouds in the sky. Every organization has different use cases, cultures, and legacy infrastructures. And the tools to help you accelerate your ideal Digital Transformation are increasing every day. From enterprise-wide file sharing solutions to simple, no-code apps for specific tasks to comprehensive cloud-to-cloud or cloud-to-on-premises platform integrations, almost every ECM need can be accomplished today. And wait ‘til you see what’s going to be possible tomorrow. Can’t wait? Take a look at a recent webinar we did with AIIM for a sneak peek. The time to start the journey is now and here are what I consider to be my top three to-do’s to get you moving: Understand how you can leverage the cloud to better exploit content for business value. Do your homework and complete a full cost review before diving in. Put the customer first when developing new purpose-driven applications in the cloud.

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Are you Delivering a Sunshine Experience?


It’s amazing how even the brightest ray of sunlight can ruin months of work. Several years ago I was part of an industry team working on developing a set of standards for a defined group of symbols and colors to be used in the way that automotive service information was to delivered. We worked diligently for several months to come up with the right experience. Then we built a prototype and showed it to several service technicians who all liked what we had done. Then we visited one technician to proudly show of our work, but he didn’t want to meet us in his office. He wanted to use the prototype in a real-life scenario. Outside, next to a big greasy machine! It was all going well until the sun came out from behind a cloud, hit the laptop screen and promptly made everything we had done unreadable; the color palette we had selected washed out and everything looked the same. Back to square one on designing the experience! I was reminded of this after stopping to get gas on the way into the office yesterday morning. My local gas station has pumps with a nice big digital screen front and center. Once you have selected your gas and started pumping it plays a mix of short TV news and entertainment clips, along with some marketing messaging. Yesterday the rising sun was at just the right angle to make the screen almost unusable for both delivering the step by step instructions for purchasing and pumping gas, and for any of the digital marketing designed to engage and entertain me for the few minutes it took to fill the car. A simple lip across the top of the screen that would provide some shade would have probably fixed the problem. Recently a friend of mine tweeted that it’s a mistake to only test your marketing content on giant monitors. You should review content on the mobile devices your users will use. Excellent advice, but based on experiences like the ones outlined above I believe that to ensure the sort of customer experience that we believe we are designing and delivering we should also test indoors and outdoors as sun glare and lighting conditions can impact the experience. And not just the mobile devices either; as the customer experience moves beyond the browser, we should also be thinking about embedded screens in “Internet of Things” connected products, or seat backs, digital signage, or other outdoor static screens. The list is growing and so are the environmental factors that will impact the customer experience. Find out more about OpenText™ Experience Suite.

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OpenText WFO Video Series: What’s the Best way to Coordinate Contact Center Goals With Other Business Units?

contact center goals

Hopefully you’ve already taken a moment to check out the OpenText™ WFO 2017 Video Commentary Series and read our previous blog posts which highlight some of the valuable insights shared by our panel of expert analysts and practitioners. In this series of blog posts, we’re up to number 5, and I’d like to take this opportunity to introduce you to my colleague, Roger Lee, who is also well known in the contact center community as Dr. WFO – although I would guess that many of you already know Roger pretty well given the extensive evangelism he puts out there in customer meetings, industry events and online. Roger is our host for the 2017 Video Series, and that’s his smiling face welcoming you to enjoy and learn from the commentary when you visit our website. In addition to hosting the series, Roger also contributes to the wealth of information shared by offering his own take on each of the series questions. In the case of question 5, when it comes down to figuring out the best way to coordinate contact center goals with other business units, Roger makes it clear that proactive communication from the contact center out to other departments is the most important thing to do. This is what breaks down the usual silos found within too many businesses. View Roger describing a real world use case in some detail where a contact center worked closely with marketing to understand an outbound campaign, feeding valuable information back to marketing so that changes could be made to call scripts and advertising promotions. This close collaboration significantly reduced customer effort because self-service orders were made easier and sales calls were handled more efficiently. And this in turn reduced average handle time (AHT). It was a win/win/win success: the customers were happier with the service, the call center reduced an important KPI, and the marketing campaign contributed to higher sales. This is just one example of the insightful information share by our panel of experts, so take a moment or two and view and hear what the others have to say. In all, our speakers answer eight important questions about driving awareness of the contact center within your organization and explain why this should be of interest to every contact center agent, supervisor, manager and executive: What defines a positive customer experience? Why should customer experience be a top enterprise goal? How can the contact center be positioned as a leader in customer experience? How can the contact center align with the top priorities of executive leadership? What’s the best way to coordinate contact center goals with other business units? What performance goals resonate most with executive leadership? What other tools demonstrate contact center impact to the executive team? What are some lessons learned about reporting to the executive team? You can continue the conversation by using the “Get in Touch with a WFO Expert” form on the Video Series pages, or by commenting on our Video Series blog posts: Question 1, authored by Steve Graff Question 2, from Alan Porter Question 3, by Roger Lee, aka Dr. WFO, and Question 4, by Matthew Storm The entire OpenText WFO team and I hope that you’re enjoying our 2017 Video Series.  Continue the conversation with me @BrianHardyman or with the entire team at @OTQfiniti. We’re here to help, to listen and learn from you too. So keep in touch.

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Are Neo-Luddites Giving Digital Transformation a Pass?

A feature does battle with a smartphone

At the beginning of the 19th century, English textile workers called Luddites destroyed weaving machinery to protest “the fraudulent and deceitful manner” in which the “modern” machinery was bypassing standard labor practices.  Their fear that technology was threatening their jobs has made Luddites synonymous with an opposition to industrialization and technological progress. Today, some of these Luddite-inspired trends are alive and well in the “neo-Luddites” who resist the pull towards a world where digital is the norm, rather than the exception. While they are not destroying the modern equivalent of weaving machines, they still show a resistance to technology. New Luddites and their turn away from the latest tech When it comes to technology adoption, only 28% of Americans hold strong preferences for being early adopters of new technology products, with 26% placing themselves at the opposite end of the spectrum, indicating a stronger preference for familiar technology products. These statistics confirm that certain segments of the population will always hang on to older technology, requiring businesses to offer customers the experience they desire, regardless of how they choose to interact. The latest tablet with high-resolution display is simply not for everyone, and those less inclined to adopt new tech won’t change just to engage with your company. Across the marketplace, lower-tech trends are surfacing. Recently, Nokia rebooted its 3310 in Europe, 17 years after its first launch. At around $51, its battery lasts an amazing 31 days but its features are designed for the customer who basically just wants their phone to make calls and not much more. Even in the workplace, the trend of lower adoption of new technology is evident, with one study saying that “old-school” methods of emails, phone calls, and texts still make up 75% of all communications with co-workers. The voices of those craving a less digital path are definitely out there. An omni-channel customer experience that includes everyone For this reason, organizations are wise to implement the full breadth of omni-channel capabilities, to accommodate customers whether on the company website, via mobile devices, or through more direct, potentially less digitized, communications. Catering to customers who prefer a super-rich, perfectly orchestrated website experience, as well as those who prefer a lower tech interaction, requires organizations to take an omni-channel approach that is mindful of each group’s unique needs. A truly omni-channel solution will allow you to deliver personalized experiences that give each user what they’re looking for at every point of interaction—physical or digital, direct or on any device—across every phase of the customer lifecycle. This approach allows businesses to maintain the high-touch, customer-centric service that all your customer deserve, whether neo-Luddite or early adopter. Digital transformation is happening everywhere, and though it is an imperative to remaining competitive, it doesn’t always track exactly with the personal technology choices and preferences of customers. Every business needs to capture information across multiple channels, whether data comes in from a call center as a voice file, or in clickstreams from online orders. Businesses have to be able to understand it all; structured and unstructured. Customers are in control, so your business has to be ready to handle those preferences. So when you encounter a modern-day Luddite, be sure not to bury your head in the sand; remain agile as you cater to the younger generations, and don’t ignore the preferences of your existing base. Remember that information is everything, and providing a unified and consistent experience for all customers will determine your success. Find out how your organization can get more value across the customer lifecycle. Check out OpenText Experience Suite 16.

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Digital Transformation and Thoughts From Gartner Symposium

Digital Transformation

I recently had the opportunity to attend and present at the Gartner Symposium in Dubai on behalf of OpenText. This was a three day event held at the Madinat Jumeirah complex and the second of the Gartner Symposiums I have attended now, having been to the same event in Cape Town last September. It was a very good event, well organised by OpenText and Gartner, with a great attendee list. The key thing I found interesting from Gartner was their definition of an organisations Digital EcoSystem. This extends in all directions with Intelligence at the core, expanding out into Customers, Things, EcoSystems and IT Systems (which is not a million miles away from what I presented, happily!). Gartner’s top 10  top 10 Strategic Technology directions for 2017, which they broke out into three categories (Intelligent, Digital and Mesh), was also interesting and I went to many breakouts on this topic. My session was straight after the opening keynotes on the first day and it was the only speaking session at that time. The title of the session was “7 ways to drive Digital Transformation in your organisation”. The OpenText team had done a great job promoting the session with flyers all round the auditorium so over a third of all attendees were present, with standing room only. My 20 minute session was minutes straight before the private Gartner analyst sessions and breakouts started (and the first official break!). So what did I present to the assembled executives? As I went through drafting the deck and looked at other decks from similar events it occurred to me that one of the big challenges with Digital Transformation (and not Digitization – see this great post here on that topic) is that it could be hard to know where to start. Sure, everyone has Digital Transformation on their agenda and understands that they need to become more digital. They probably also know that they should have started this a couple of years ago and be further along their transformation journey. But it’s a very big topic to transform an organisation and so knowing where to start could be the part that is holding companies back. In OpenText we have 6 sets of solutions (pillars) that make up Enterprise Information Management (EIM). These are Content, Experience, Analytics, Discovery, Network and Process. Each of these can enable transformation across an Enterprise in different ways, be it providing a new content platform for an organisation to enable compliance, enabling different ways to market or streamlining enterprise processes. In my role in OpenText I look after our EcoSystem products (SAP, Oracle, Microsoft and SalesForce). We focus our attention on 7 ‘enterprise systems’ (based partly on the SAP Digital Core) that are present in every organisation whether you are a small startup or a large construction company. The 7 systems are IT, Finance, Products, Assets and IoT, Suppliers, Workforce and Customers. One of our key strategies is to take content, and place the content in the context of the lead application, only by having Content and Process in Context can transformation be effective. Digital Transformation – where to start What I couldn’t find in any of my research was a presentation that mapped the 6 Pillars into an organization’s Enterprise Systems – to maybe give some ideas on where to start. Transformation doesn’t have to affect every single of an organisation at once, it can be in a single Enterprise system, for example transformation of HR, or Finance. There are some obvious synergies in our solutions – our Experience solutions linked to a transformed customer experience; our Content solutions linked to IT providing an enterprise wide solution for Content Management and Archiving; and of course our Analytics solutions linked to IoT and Big Data. Also, the combination of more than one pillar such as Content and Process to improve Finance processing. In fact even in obvious areas like Experience Suite and Customer Experience by applying more than one pillar can dramatically increase the effectiveness of transformation initiatives (for example, Customer Experience is pretty meaningless without robust Analytics to measure the effectiveness of new experience). The presentation is below and highlights synergies and customers who have started their transformation by combining the solutions and systems. Each reference covers one or more of the pillars (solutions) around a particular business transformation (and are all available to read in more detail on the OpenText website). In summary So the key message from my session was: Look at the specific areas of the organisation to transform first. Combine the different solution pillars from OpenText with the Enterprise Systems that we recognise in the EcoSystem and start your transformation from there. From the feedback I received at the event and in the private sessions between attendees and myself it seemed like the presentation served its purpose. As always, I appreciate any comments, feel free to connect with me, my details are in the presentation!

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Stuck in the “Now” can Hold Back the Future of Oil and Gas

Oil & Gas

Several Oil & Gas capital project leaders I met with in Amsterdam recently have had me thinking – are we forward-looking enough in our industry? I’ve blogged before about what I believe is an opportune moment, amidst the changing price of a barrel of oil, as a chance to reinvent. On the technology side, ideas we dreamed about just a few short years ago have already taken off. When I say taken off, I mean literally. Drones are having a big impact in solving accessibility issues. On a current major offshore build, for example, I know a construction team using drones to access difficult locations and photograph construction work, enabling engineers to remotely verify construction quality and completion. In the past, this would have would have required a team of engineers on the rig, could have been dangerous to accomplish, time consuming and expensive. Bu, on the business side, there seems to be less creativity in introducing changes. Very few companies I know have a plan to transform to lighter weight, faster-moving types of companies. In the automotive industry, for example, we can see a significant shift to using hired expertise for various car components. The network of suppliers is well understood, and it is routine business to combine different talents together until the car is cost-effectively delivered. Technology companies do this as well, such as Cisco and their “liquid” workforce. It gives them flexibility, or in cloud language, elasticity, to contract and expand more rapidly. In the Oil & Gas industry, we may be focused too much on today. While it’s understandable that to ensure survival, cost cutting and personnel reduction may be needed, where is the strategic thinking to rebuild once the market rebounds? How will each level of the industry, from upstream to downstream, create a new future? The only reason we have drones checking remote pipelines now is because visionaries dreamed up better ways of doing things yesterday. I have heard from executives in our industry that there is a willingness to restart, including interest in contracted engineers to perform more work across the value chain. Certainly, there are technologies already in place to support a more dispersed, virtual team, from WhatsApp to telepresence. Our challenge now is to envision that new energy entity, and the innovative forms and operating models it may use to pull apart from the pack. What are your ideas for changing how our businesses are run? Comment below.

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Enterprise World 2017 Can’t Come Soon Enough for the Combined OpenText/Documentum ECM Team!

As with most things in life, one success lays the foundation for another. The first was the announced acquisition and integration of Documentum into OpenText, the next was participation at the 2017 AIIM Conference, both of which have excited and energized us as we march toward Enterprise World 2017 in July. Our participation in the annual AIIM Conference was our first “family” outing since the acquisition and it proved that OpenText and Documentum were meant to be together. Documentum is definitely home at a dedicated software company! We covered a lot of ground in Orlando; welcoming Documentum customers into the OpenText fold, engaging in more than a few enlightening conversations about ECM for today and tomorrow, and demo’ing a raft of advances across numerous product lines. Hosting the OpenText community in our own backyard (figuratively and literally…it is in Toronto!) is going to provide even more opportunities for ECM practitioners to discuss, listen, and learn about the changing face of content management. Even More ECM This year’s Enterprise World has been significantly increased to provide full value to both OpenText and Documentum customers. By popular demand, the “hands-on” demos, labs, and the ever-popular Expo showroom will be expanded. And the slate of ECM-oriented technical sessions has grown by 50% to address all the training, product update, and how-to possibilities for the range of OpenText ECM solutions. Here are a couple of can’t miss breakouts that should be on everyone’s agenda: OpenText Content Suite Advancements and Innovations: Content Suite continues to expand its capabilities, solve more business challenges, and extend into more leading applications. Join our product experts for a review of the past year’s most important advances and a look into what’s coming in the near future. Documentum is now OpenText — What’s New and What’s Next?: A dive into the forward-looking strategy for the Documentum ECM portfolio, exploring the current innovation roadmap for Documentum as well as how OpenText adds interesting technology and capability opportunities to our future roadmap. What about ECM’s future? We’ll be giving full, thought-leadership attention to a pair of the most fascinating and thought-provoking subjects in content management today: the evolution of ECM into a more service-based ecosystem and the convergence of OpenText and Documentum into a leading force in this emerging frontier. Both OpenText and Documentum customers will be able to dive into future-think keynotes, customer stories, roadmaps, development strategies, product integrations, and more that speak directly to them. Last, but most certainly not least, my favorite part of every Enterprise World — meeting and connecting with our customers and partners — is going to be even better this year, too. Welcoming a whole new group of Documentum customers to the family is going to be incredible – immerse yourselves, join the community. We’ve all got so much we can learn from each other. Enterprise World 2017 is where it starts!

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Discover the Latest Customer Experience Management Trends and Innovations at Enterprise World in July

Is there anything good happening in Toronto in July this year? Sure there is. How about joining us for the biggest and best OpenText Enterprise World event yet? There will be a lot of different activities and events to choose from for anyone involved in planning and delivering exceptional connected customer experiences at this year’s event, with a strong focus on delivering exceptional, valued content for customer experience management professionals; be they strategists, practitioners, or solution developers. Enterprise World will be your chance to get a first look at product roadmaps, innovations, and new features in: Digital Asset Management Customer Communications Management Web Content Management Work Force Optimization As well as associated technologies such as analytics, web site optimization and for capturing the voice of the customer, business, and employees. Topics under discussion will range from industry trends, to product roadmaps, to deep dive technical sessions, and everything in between. As an example, just a few of the CEM topics already scheduled include: Ten Customer Experience Management Trends for 2017 OpenText CEM Strategy and Roadmaps for the Experience Suite products Build the Right Foundation for Future Digital Experiences Migrating and Upgrading to the latest Experience Suite products Adding to the mix will be customer panels, access to special product demo areas, as well as the Innovation and Developer Labs where you’ll have access to a wide range of CEM experts. This is your chance to provide direct feedback and ask for those product enhancements you’ve always wanted. Enterprise World will also give you the ideal opportunity to network with your industry peers and hear their stories. Share your story too, and learn from each other. If this all sounds like a great reason to spend July 10th to the 13th in Toronto, then make sure to register and we’ll see you there.

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Thoughts From AIIM 2017 – and the Heart of ECM


Social media has changed almost every way that we interact. Even volunteering for extra work in your own company. Not three minutes after I tweeted that I was not going to attend AIIM this year, I received an email asking if I was serious about wanting to attend. It was a sly way of getting me to volunteer for three days in the booth with OpenText, but to be honest, I was glad to have the chance to do it. The AIIM conference is a great place to reconnect with industry leaders and customers to take the pulse of the ECM business. With all due respect to those who title blogs to the contrary, the heart of ECM is still beating In technology we cling to acronyms the way a shipwrecked sailor holds on to driftwood. ECM is no different. It has defenders and no small number of detractors who argue for its replacement. I am of the opinion however that we spend far too much time debating what to call it than actually doing something productive with it. Fortunately there were many very productive conversations at AIIM 2017. This year, AIIM was especially important because it was one of the first opportunities to talk to free range customers about the acquisition of Documentum by OpenText. For Documentum customers, the message is clear – your investments are safe and these are not products that will simply sit on the sidelines. To do otherwise  simply does not make good business sense. Similarly AIIM was an opportunity to give some OpenText customers a first look at what new toys are in the box for them to explore like LEAP and InfoArchive. After attending this conference I can see no value in replacing, retiring, or even updating the acronym ECM. It is good for what it is in the right context. That said, OpenText is not just about content. Look at the home page and you will find we talk about Enterprise Information Management. It is not an either EIM or ECM situation but rather one is inclusive of the other. In the keynote John Mancini suggested moving away from Enterprise to Intelligent Information Management as a way to describe what we do. I like the use of the Information but I do not know anyone who would want Unintelligent Information Management so the message may not be as clear as it seems. More semantics. Going beyond semantics – Content Services What does change the conversation is the idea of Content Services and it was a frequent topic in my discussions. At some level it is really the same thing, but I do believe this is a shift in thinking. As you define your business challenges and understand how content is part of them, a services design mindset is fundamentally different from the past approaches. Content services suggests a repository agnostic, API defined transactional model rather than the enterprise platforms driven by traditional ECM. You can obviously solve many of the same problems with both approaches but the model suggest CS would be more nimble, responsive, and dare I say, a less expensive option over time. The balance we must strike moving forward is how to thoughtfully migrate content workload into this model without sacrificing past investments in content systems and the information they contain. Decomposition of a problem into meaningful segments that can be solved with discrete solutions made up of common services is new in ECM. The monolithic systems of the past were driven (by customer demand in many cases) to solve every conceivable problem in a single offering. We can eventually provide all these services in the cloud in products like LEAP, but it is important to note that this does not need to be a rip and replace strategy. Many existing systems can also be engines behind some of these services for those not ready to make that jump, while keeping their existing systems up to date. Content services is not just another term for cloud delivered ECM or EFSS. In building cloud ECM, some have confused user influence over the buying decision and adoption with ownership of the information assets themselves. The “E” in ECM seems to move from “Enterprise-managed” to “Employee-managed.” While this design focus has had obvious benefits in experience, it sacrifices a critical point. Ownership of the content. Ultimately, does a user or a process own the asset. The last time I spoke at this conference was in 2011 and pointed out even then that we needed to “appify” our existing ECM solutions. The context then was part of a mobile content management experience. This is, in fact, what products like LEAP are doing at the layer above content services. Regardless of your acronym of choice, it is an interesting time to be a part of the AIIM community and the OpenText ecosystem.

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The GDPR and Why Digital Marketing Will Never be the Same

We know that the General Data Protection Regulation is giving Compliance and IT some heartburn as these teams work to understand the GDPR’s new requirements and how it will affect their organizations. But perhaps the biggest impact will be to Marketing; specifically digital marketing, which will require a cultural shift that presents challenges, but for smart organizations, opportunities to succeed as well. Consent is king The days of implied, sneaky, and bundled consent are gone. Starting in May 2018, brands have to collect active consent that is “freely given, specific, informed and unambiguous” to be compliant with GDPR. Someone provided their email address to download a whitepaper? If they didn’t actively agree that it is okay to use their data to send marketing messages, it won’t be legal to add those email addresses to your mailing list. Also, because there is no “grandfather clause” for data captured before the GDPR, we expect to see lots of re-permissioning campaigns to establish clear consent to use the personal data they already hold. The GDPR will change how gated assets are used, how leads are collected, and how referral programs work. In other words, the method of “collect it now and figure out what to do with it later” will become a high-risk strategy. The challenge for marketers will be providing “granular choice” for consent in a way that is minimally intrusive and not detrimental to the customer experience. Legitimate interest is not a get-out-of-jail-free card The GDPR states that “legitimate interest” of a controller can provide legal basis for using personal information without obtaining consent (GDPR Article 6.1(f)). However marketers should use this clause with caution. Legitimate interest can only be invoked provided that there is “no undue impact” on data subjects. In other words, a business that intends to use personal information must balance its legitimate interest against the rights and interests of the individual and bears the onus for demonstrating such. Personalization…and privacy – consumers want it all A recent study found that 90 percent of consumers have privacy concerns, but also seek highly personalized and tailored customer service. Personalization is key to modern customer experiences and customers make purchase and loyalty decisions based on the level of individualized service they receive. This introduces a challenge for many businesses and marketers – in order to provide highly personalized offerings they need to have a better understanding of their customers’ needs, purchasing histories and attitudes. That means collecting, analyzing and managing customer data related to these preferences and behaviours. However, it has also been found that consumers have growing concern over their privacy and the use of their data. Marketers will have to find ways to comply with the GDPR while continuing to deliver the personalized products, services and customer experiences that their consumers demand. Pseudonymization – Marketing’s new hope? The EU has been explicit that the GDPR should facilitate – not inhibit – innovation within business. In fact the regulation calls out “freedom to conduct a business” as one of the fundamental rights it respects. The tracking and analyzing of consumer behaviors and preferences are valuable tools that marketers and sales functions rely on to be successful. The process of pseudonymization may provide a way for regulators and businesses to meet in the middle. The GDPR defines pseudonymization as “the processing of personal data in such a way that the data can no longer be attributed to a specific data subject without the use of additional information.” It is a privacy-enhancing technique where directly identifying data is held separately and securely from processed data to ensure non-attribution of that data to an individual. As it turns out, controllers don’t need to provide data subjects with access, rectification, erasure or data portability if they can no longer identify a data subject. Organizations should look to technology tools as means of pseudonymizing or masking consumer data and encrypting personally identifiable data, in combination with organizational process changes, to ensure compliance. It’s May 2018. Do you know where your personal data is? A majority of businesses have stated that they are not ready for the GDPR. A big reason for this is the potentially onerous requirement for organizations to be able to quickly assemble a data subject’s personal data upon request for purposes of erasure, rectification or export. According to a recent GRPR Readiness survey, only 26% of respondents currently keep an up-to-date register of the personal data they hold and the purposes for which they are used. If there was a time to get one’s arms around all the personal data they hold, what type of permission was obtained, and a governance structure to manage it, that time is now. Information classification schemes, data storage methods and records retention programs need to be reviewed to ensure that data portability, removal, or correction is not only feasible but efficient, if and when needed. How OpenText can help The GDPR is a game-changer for digital marketers and there will be challenges to overcome, however the game can change in their favor too. Yes the days of “data maximization” and blanket consent appear over. But it’s for those very reasons that the GDPR will lead to new marketing opportunities. The GDPR forces businesses to develop more thoughtful approaches to targeting and lead acquisition. Prospects who opt in are better qualified, more engaged and want to be marketed to. Because consumers have more control over how their data is used we’ll see better quality relationships between businesses and prospects. OpenText™ Enterprise Information Management (EIM) solutions help organizations meet regulatory requirements and should be central to your overall GDPR compliance and data protection strategy. According to Forrester, “77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.” Utilizing Workforce Optimization solutions within our Customer Experience Management portfolio, we can provide sentiment analysis to help measure the effectiveness of your marketing campaigns; provide guidance on appropriate promotions to communicate based on whether or not the consumer has given consent. Learn more about our solution here. Stay tuned for our next blog post in April on “Disrupt Yourself – Personalized Marketing in the Age of GDPR”. You can also read some of our previous blogs on this topic: Five 2017 Compliance Challenges GDPR and EIM GDPR – Opportunity or Threat for B2B Discovery Analytics and GDPR

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Data Protection in the Information Age – What Questions Should I ask?

data protection

“Keep it secret, keep it safe” While most you, I hope, recognize this line from Peter Jackson’s Lord of the Rings, The Fellowship of the Ring, as Gandalf’s charge to Frodo regarding the One Ring, I submit this line represents the primary goal of information security in today’s age of information. The ocean of the blogosphere and twitter-verse is awash with wave after wave of the opportunities available to organization’s able to capitalize on their digital assets by harnessing the power of analytics engines, fed by robust business networking solutions. Check these blogs out for some wonderful examples. 2016 Data Breaches set records But these waters are not always safe.  Googling ‘2016 data breaches’ yields more than 5.6 million results in less than ½ a second. Bloomberg contributor Olga Kharif writes 2016 “was a record year for data breaches.” From the DNC, to LinkedIn; from the IRS to SnapChat; from Wendy’s to Yahoo; it’s clear that pirates sail the waters of the Information Age.  And the pirates may be getting bigger and bolder.  On Mar 22, the  WSJ reported  “Federal prosecutors are building cases that would accuse North Korea of directing one of the biggest bank robberies of modern times, the theft of $81 million from Bangladesh’s account at the Federal Reserve Bank of New York last year.” So how can today’s digital organization successfully navigate these waters?  How can CIO’s, CISOs, and other C-level executives be comfortable their own harbors won’t crumble under the next attack?  As more and more data inside the enterprise originates outside the enterprise, what about the defenses of those external harbors in one’s digital ocean?   More urgently as more and more business data applications move to cloud based solutions, what questions do I need to ask to be comfortable my data is kept both secret and safe? Questions to “keep it secret, and keep it safe” When evaluating current or prospective solution providers here are the basics questions you need to ask your provider, if not your own internal team, about how your data is secured. Will you show me you’ve thought about this before? This question goes to the Information security policies, certifications and audits in place.  Is there a framework of policies and procedures which include all the necessary controls in an organization’s Information Risk Management processes?   Are these processes certified against ISO 27001 or NIST etc.   Do you undergo regular external audits?  Can you provide copies of your SSAE-16 SOC1, SOC2, and/or SOC3 reports? Where is it? This question speaks both to network typology and architecture as well as to the physical and environmental controls of the locations where your data is stored and processed.  What firewalls are in place? Is there a DMZ?  Are proxies used to move data from the DMZ into the processing applications?  If stored is the data encrypted? How does it get there? This question speaks the controls surrounding data transmission.  Are secure protocols used? Is the actual data being sent also encrypted or digitally signed? Who can see it? This question speaks to access control.  The goal is the only the right people can see the right information at the right time for the right reasons. Here is where you want to ask if multifactor authentication is used?  Is there Data Leakage Protection in place? How do you know? What monitoring – automated and manual is in place?  Are access points secured by Unified Threat Management tools?  What about Intrusion Prevention?  What’s the process when an incident is detected, or even suspected? How do you keep up? The only constant in the information age is change.  From the amount of the data being created – IDC estimates the digital universe is growing at 40% per year – to the ever increasing and changing nature of cyber threats.  How does the organization stay current?  What is the policy and process for applying patches?  What level of technical debt is in place  (what version of the hardware and software components are in place) This is by no means an exhaustive list of questions, but these are some of the essential ones to ask.  And good answers to serve to keep the pirates at bay.

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OpenText WFO Video Series: How can the Contact Center Align with the top Priorities of Executive Leadership?

Contact Center WFO Asurion

Competing in any market based on delivering an outstanding customer experience is ranked by many CEO’s as a top priority in the coming years. Yet, as indicated by KPMG  in the 2016 report Now Or Never: CEOs Mobilize For The Fourth Industrial Revolution, “customer loyalty is a concern for 90 percent of CEOs [and just] over half believe they are not keeping pace with customer expectations.” This reality represents an important opportunity for every contact center because customer service agents work in the front lines where customer expectations either fall short, are met, or are exceeded. Recognizing this opportunity and actually seizing it, however, are two very different things. But there’s good news: Our 2017 Video Series – Driving Contact Center Awareness Within Your Organization offers advice from industry analysts and experts about how the contact center can align with the top priorities of executive leadership – in relation not only to customer experience but to other critical KPIs as well. One of our favorite customers, Kate Drea from Asurion, participated in this year’s interview series. We love working with Kate because when it comes to partnership she walks the talk. Kate is both demanding and understanding. She knows her business and relies on close collaboration with her team and ours to keep up to speed on the latest technology. Kate listens intently and speaks with authority. You should listen to what Kate has to say about the importance of partnership at every level within her organization – all the way up to the executive suite. In the World According to Kate, partnership is the “secret sauce.” We certainly agree. This partnership with the C-suite and aligning contact center goals with those of the broader business is a really important part of being a leader, so you should take a moment to hear how the other Video Series speakers approach this topic. In all, our speakers answer eight important questions about driving awareness of the contact center within your organization and explain why this should be of interest to every contact center agent, supervisor, manager and executive: What defines a positive customer experience? Why should customer experience be a top enterprise goal? How can the contact center be positioned as a leader in customer experience? How can the contact center align with the top priorities of executive leadership? What’s the best way to coordinate contact center goals with other business units? What performance goals resonate most with executive leadership? What other tools demonstrate contact center impact to the executive team? What are some lessons learned about reporting to the executive team? And continue the conversation by using the “Get in Touch with a WFO Expert” form on the Video Series pages, or by commenting on our Video Series blog posts: We have already posted blogs related to Question 1 (authored by Steve Graff), Question 2 (from Alan Porter) and Question 3 (by Roger Lee, aka Dr. WFO). We’re excited to get all these great ideas out there in front of you. Take a moment when you can to let us know how it’s going.

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Time-Based Digital Assets are now Mission Critical


How much video are you watching online? I’m pretty confident it’s more than last year, or the year before. It seems that every website now features video in some form or other. Video is also becoming increasingly prevalent across the various social media platforms too. There’s a good reason, studies have shown that video is more engaging than text or still imagery. A video with a well told story that provides value or entertainment (or better yet, both) is often commented on and shared. Video is everywhere in the digital world. In fact a report by Cisco suggests that this year (2017) video will account for 69% of all consumer driven traffic on the web. Having video assets has also become important for findability with YouTube now ranked as the second largest search engine, processing three billion searches a month. Video has become mission critical The rise in voice-activated applications and devices means audio is not far behind as voice driven search is rapidly growing with some estimates suggesting that 50% of search queries will be done by voice by 2020. Audio is becoming mission critical Both Video and audio can be considered as time-based digital assets, and need to be managed, tagged, and produced in a controlled workflow just like more traditional media assets such as photography. The OpenText™ Media Management (OTMM) platform is perfectly positioned to handle traditional media and provide the functionality needed to manage and deliver the growing demand for time-based media. OpenText™ Media Management now offers an optional Advanced Video Workflow that extends OTMM functionality into the editing suite specifically to meet the needs of dealing with time-based media assets in three specific areas: more detailed metadata, more control over the asset, and improved integration with preferred editing suites and workflow. OTMM now automatically pulls additional metadata from time-based assets to improve search results and asset handling. New Logging functionality means you can now add annotations and metadata over single scenes, or even single frames, or sound-bites. The meta-data selection buttons are totally configurable and can be driven by controlled language, domain knowledge terminology, or other defined terminology sets to provide intuitive tagging. Ranges of frames can also be tagged to create defined sub-clips. The editing tool integration allows frame-by-frame broadcast quality interactions, frame search, and the support of multiple audio channels all within a browser environment. One-button toggling between low-res editing streams and a hi-res preview makes the editing workflow more efficient. Once the tagging and editing work is complete, the finalized assets are sent back to OTMM for storage and retrieval from a single digital asset platform that provides the single source for all your brand-approved assets. The Advanced Video Workflow option for OpenText™ Media Management provides key video tools so your teams can provide compelling and attention-getting content.

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OpenText WFO Video Series: How can the contact center be positioned as a leader in customer experience?

“Do or do not. There is no try.” —Yoda If you are a Star Wars fan as I am, then Yoda’s quote should resonate with you. So why do I quote Yoda when thinking about this third question posed to our distinguished panel of WFO (workforce optimization) analysts and practitioners for the OpenText™ WFO 2017 Video Series? Well, let me explain with a real-world example. I recently spoke with an executive from a 100-plus-year-old product- and services-based organization that has transformed itself from being an inbound, order taking, issue resolution company to one that now thrives with an outbound contact center which generates over 95% of the company’s total revenues. Think about this for a moment and imagine that your primary product is declining in usage due competition from other more cost-effective options. Consumers still use your product but at a much reduced rate. To reverse this trend, your overall go to market strategy must change. Yes, your consumers know you have other offerings that could be of value to them, but your business model needs to radically change to leverage the feedback and promote an end-to-end supply and service model. Yet cultural and infrastructure transformations of this magnitude are not easily undertaken. In the case I mention above, this transformation was accomplished because one executive sponsor, the vice president of customer experience, had the vision and determination to advocate within the C-suite for leveraging his organization’s contact center as a strategic weapon. Donna Fluss, President of DMG Consulting and offering advice in the first of two short commentaries on this topic, fully understands that “If you want to consistently deliver an outstanding customer experience, most organizations are going to need to change their culture.” Easier said than done, of course, but in a second clip Donna offers seven critical steps that contact center leaders and business executives should undertake to seriously pursue the goal of delivering a truly outstanding customer experience. After listening to her first commentary, you’ll find it easy to view this second clip, so I will let Donna speak for herself. However, let me offer up one other well-known quote: “Rome wasn’t built in a day.” It took time for the company I mentioned above to achieve the desired outcomes. Many conversations and interactions with consumers had to take place in order to better understand their expectations, and then, as they changes were made based on customer feedback, success stories from the contact centers were communicated throughout the organization. New opportunities were identified. A continuous effort was made to promote and celebrate the value of the contact center accomplishments. Significantly, while the transformation initiative was taking place, the customer service representatives, supervisors, managers and site leaders all continued to provide the best possible customer experience as they worked to reach their ultimate goal of exceeding customer expectations. There are more inspiring examples and words of wisdom to hear about from the other expert speakers on this year’s Video Series. In all, our speakers answer eight important questions about driving awareness of the contact center within your organization and explain why this should be of interest to every contact center agent, supervisor, manager and executive: What defines a positive customer experience? Why should customer experience be a top enterprise goal? How can the contact center be positioned as a leader in customer experience? How can the contact center align with the top priorities of executive leadership? What’s the best way to coordinate contact center goals with other business units? What performance goals resonate most with executive leadership? What other tools demonstrate contact center impact to the executive team? What are some lessons learned about reporting to the executive team? And continue the conversation by using the “Get in Touch with a WFO Expert” form on the Video Series pages, or by commenting on our Video Series blog posts below. Steve Graff’s blog provides his perspective on what defines a positive customer experience. And Alan Porter’s blog offers an overview of the commentary about why customer experience should be a top enterprise goal. Enjoy. Roger Lee, aka Dr. WFO

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Putting the X Factor Into Customer Experience


For many years now we have heard that organizations must look to improve their customer experience to stand a chance of retaining their existing customer base. This, we have been told, is the cornerstone of customer engagement – but what exactly is customer experience and why is it here now? How did we ever manage without it? The fact is our propensity to always be connected means we are bombarded with information and what feels like a vast array of choices to buy the same product with the only real variations being factors like price and delivery time. What fundamental difference is there in the myriad of offers we are exposed to that leads us to choose one supplier from another? There is one ingredient behind customer experience and customer engagement that has preceded the Internet and still makes a big impact on our behavior and brand loyalty today. Walk through a modern airport or drive through the suburbs of a city and you will be exposed to advertising hoardings, walk into a dentist surgery or add yourself to mailing lists and you will encounter lifestyle magazines. These are all forms of customer experience and engagement that rely on one characteristic – they grab our attention. Often they do not lead with product data such as price or specification, they cannot measure and analyse how successful they are (unless you take into account passing traffic volume, print circulation), they simply grab our attention through something that appeals to us as humans beings – stimulus. Most often it’s visual, in the case of lifestyle magazines they might even try to appeal to our olfactory senses to advertise a scent – indeed some magazines even just smell good! But if we go back to the advertising hoardings and the lifestyle magazines examples for one moment it is easy to see that visual stimulus provides the X factor that excites us, it grabs our attention and leads us to follow up. The common name for this stimulus is content. We have all heard the phrase “every company is a media company1” and of course this is true to varying degrees – every company produces content to grab customer attention and this has transformed from a rather small set of content to what can only be described as a tidal wave of diverse material. Some talk about a “content shock2” where we are overwhelmed to the extent that we are unable to consume more, but the real issue here is that the valuable content that grabs the attention is buried amongst the volume of mediocre material. Every company faces this challenge. We have also seen that CMO’s are starting to recognize the value of content but do not prioritize its management3. Content has intrinsic value – it is expensive to produce so like any valuable material it should be collected, curated and put to use where it can have maximum impact. Could it be that we are so focused on the customer experience where we measure, analyse and try to predict our customer’s next step that we are forgetting the one factor that defines what we are? Content provides stimulus and grabs our attention. Getting our attention is the first step in becoming a customer. Lets start looking after that content. 1 – “Every company is a media company” by Tom Foremski 2 – “Content Shock: Why Content Marketing is Not a Sustainable Strategy” by Mark Schaefer 3 – “CMOs believe in value of visual assets but don’t prioritize their management” by Lisa Hoover McGreevy – Fierce Content Management

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Documentum and OpenText for Life Sciences – Moving Beyond FUD


Now that a couple of months have passed since the ink dried on the OpenText deal for Dell EMC’s Enterprise Content Division (ECD), I thought it was good time to offer my viewpoint on what this acquisition means specifically for Life Sciences. Some have questioned OpenText’s commitment to Documentum and future investment in the platform. Some have questioned the amount of investment that will be made to product/solution enhancements and innovation. However, only OpenText has the depth and breadth of Enterprise Information Management (EIM) solutions that can deliver the future that Documentum customers deserve – while offering a whole series of synergies for existing OpenText customers. Sir, step away from the FUD… I don’t want to dwell too much on the past but I’d be sharing no great insight to say that Documentum was never a perfect strategic fit for Dell or EMC. EMC had made it explicit that continued investment in the platform might be limited. It was an open secret that the company would look to divest itself of ECD. The only question was to whom. Many industry experts had suggested that the venture capital route was most likely, but this would always have left the shadow of future disintegration and sell-offs of the Documentum solution set. OpenText offered a completely different approach. Our solution sets are complementary and together offer a path to further develop and innovate in the ECM space. Our competitors – even those that have tried to spread some FUD (fear, uncertainty, doubt) – would struggle to suggest that we are not a perfect fit. More importantly, the OpenText deal ensures the investment that the Documentum platform requires to fulfill customer needs. In technology solutions, as we are all acutely aware, if you’re standing still then you’re going backwards. It would have been unthinkable to let that happen to Documentum. In reality, this deal marks the end (not the continuation) of the uncertainty about Documentum’s future. Where do we go from here? The Documentum Life Sciences Solutions Suite was the pinnacle of EMC’s approach to take a solutions-based approach to delivering on customers’ pain points. I’m afraid the first thing we’ve done you may find fiendish. We’ve put the word ‘OpenText’ in front of it! The next thing we’re doing is setting out a roadmap to ensure the platform meets your needs today and into the future. We’re doing exactly the same thing with other ECD product sets – such as LEAP – so that existing Documentum customers can be reassured that our solutions will always remain a strategic investment. But, as I said, standing still is going backwards. Our belief in the Documentum platform was only part of the reason that OpenText was interested in this deal. Our strategic direction has long been to assist our customers to access the full potential of EIM. This means bringing ECM together with enhanced records management, analytics, and BPM into a single, coherent, end-to-end platform. We believe that this approach is the only way to fully release the value of information held within an enterprise and provides the foundation for Digital Transformation. Life Sciences companies can select (or maintain) either the OpenText or Documentum ECM platforms and expect to receive the same level of native integration into OpenText’s Discovery, Case Management and Customer Experience portfolios, as well as industry-specific solutions, reflecting our combined decades of experience and best practice. Bringing immediate value to customers Beneath this strategic direction, there are a number of actionable synergies that can immediately benefit both OpenText and Documentum Life Sciences customers: Extended solution portfolios – In areas such as analytics and B2B integration, existing Documentum customers can build out the capabilities of the Documentum for Life Sciences Solution Suite and leverage best-in-class OpenText solutions, such as Marketing Content Management for Life Sciences. Existing OpenText customers can benefit from ECD solutions such InfoArchive. Enterprise Application Integration – OpenText’s close relationships within its partner network introduce seamless integration with enterprise applications such as SAP, Oracle, Salesforce, and Microsoft for Documentum customers. Cloud and IaaS – The OpenText Cloud delivers the ideal platform as Life Sciences companies to transition from on-premise to Cloud-based solutions. You have the confidence that you are with one of the world leaders in Infrastructure as a Service (IaaS). I know it is natural to be cautious when large deals like this happen – and only time will show that what I’m saying will happen – but I’d like to think that you are as excited as I am about what this means for current and future customers. To summarize, the OpenText Documentum for Life Science Solution Suite has the investment it needs and a talented team to drive its functionality forward. Additionally, we’ll continue to help Life Sciences organizations realize the potential of EIM to deliver the real benefits of Digital Transformation. If you’d like to find out more about how this new union will affect your organization, please contact your Account Executive or click here and someone (maybe even me!) will call you. In addition, OpenText will be unveiling its strategic plans in more detail at this year’s Enterprise World, in Toronto, Canada, where we will have a full Life Sciences program designed to help maximize your investments in OpenText (including Documentum) platforms.

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Next-Generation CCM: Blending Customer Communications With Digital Enablement


Guest blog from Omer Minkara, VP & Principal Analyst, Contact Center & Customer Experience Management, Aberdeen Group. Digital has become table stakes for companies to survive and thrive in today’s market. Specifically, the term refers to the continuous increase in the adoption and use of digital technologies by both B2B and B2C buyers. It also refers to organizations adapting their activities to address changes in modern buyer / seller dynamics. To this point, findings from Aberdeen’s February 2017 CEM Executive’s Agenda 2017 study shows that 55% of businesses use at least ten channels (e.g. web, email, print and social media) to interact with customers. While the use of channels varies across businesses, the common thread is ensuring that communications taking place through these channels are personalized and yield intended results. Enter Customer Communications Management (CCM). This refers to companies using a technology platform that enables the automation of activities involved in creating and delivering personalized customer communications across all channels. These communications can include marketing materials, account statements and self-service website content. Recent findings from our 2017 CEM studies reveal that companies making effective use of CCM achieve 63% greater year-over-year growth in annual company revenue, compared to those that don’t use it (21.5% vs. 13.2%). Similarly, CCM users also achieve 5.2 times greater annual increase in customer retention rates (11.0% vs. 2.1%), and more than three times greater annual increase in return on marketing investments (18.0% vs. 5.6%) than All Others. Savvy users of CCM succeed because they exploit the opportunities digital channels and tools provide them to better interact with their customers. Figure 1 shows several examples of these capabilities. Figure 1:Use Content to Deliver Consistent & Personalized Conversations As depicted in Figure 1, CCM users are 15% more likely deliver consistent messages to customers (71% vs. 62%). This is vital for minimizing the risk of confusing buyers through different messages via multiple channels or delivered through multiple stakeholders. Additionally, CCM users grow their revenue by adjusting content delivery to become more proactive. This means that instead of sending customers content to respond to a request, clients are automatically provided with certain content without prompting the company. Proactive communications are invaluable in demonstrating to customers that the business is tuned in to regularly address client needs. In fact, by catering to customer needs through proactive (and relevant) communications, CCM users also maximize their success in cross-selling and up-selling. Specifically, they analyze content consumption patterns through service interactions such as self-service history, and use it to deliver targeted offers to drive additional spend. To this point, Figure 2 shows that CCM users are 96% more likely to regularly analyze how content consumption influences customer behavior across numerous digital channels (45% vs. 23%). Companies are able to better personalize customer conversations by using analytics to determine how each buyer reacts to different content. For example, marketers can analyze how buyers across different customer segments interact with content used across different campaigns to determine the types of content that are most likely to convert a prospect into a paying customer. Figure 2: Regularly Monitor Your Performance to Make Optimal Use of Content Analyzing customer behavior in relation to content also reveals process inefficiencies companies must address. Figure 2 shows that CCM users are 31% more likely to have this capability than All Others (68% vs. 52%).Analysis of customer experience data doesn’t just point out inefficiencies. It also helps organizations determine correlations between content and customer advocacy. Companies do this by identifying clients sharing positive word-of-mouth about their products and services, segmenting them, and determining the content used in interacting with these buyers. This ultimately helps companies use personalize conversations across each channel through the right content that is most likely to convert each buyer into a brand advocate. The Bottom-Line Digital technologies have brought fundamental changes to almost all industries. Companies using this as an opportunity to improve internal processes and external customer communications are uniquely positioned to succeed in today’s market. We recommend adopting the key capabilities listed in this article to maximize your performance results through digital enablement. View Aberdeen’s February 2017 CEM Executive’s Agenda 2017

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General Data Protection Regulation (GDPR) – How can Customers use OpenText and SAP for Timely Deletion


In part 1 of this blog, we discussed what the General Data Protection Regulation (GDPR) means for enterprises and how data and content, which is generated and stored in the course of day-to-day business processes in SAP is subject to this regulation. Our example was the incoming vendor invoice on paper, which is scanned, attached to the SAP transaction via ArchiveLink and then securely stored on the OpenText™ Archive Center. This paper invoice may contain a contact name of the supplier, a phone number, an email address, all data that when combined together could identify an individual, such as an employee of the supplier. This personal data is protected by GDPR. Let’s recap: Collecting and processing data is legitimate as long as it serves a justified purpose, as defined by GDPR, “if data processing is needed for a contract, for example, for billing, a job application or a loan request; or if processing is required by a legal obligation …” Justfied purposes for storing and retaining personal data include laws that govern retention of content, such as tax relevant data and documents, where retaining the scanned vendor invoice or a customer bill is not only justified but an obligation. BUT: When the legitimate reason for the procession has expired, the transactional data and the attached ArchiveLink document need to be deleted. In our example above, the scanned vendor invoice needs to be retained as long as taxation laws require, but be deleted just after this retention period, which is 10 years in Germany for example. This means that enterprises are advised to set up retention rules to govern the necessary retention AND put processes in place that will delete data and attached content in a timely fashion, when it is no longer needed, or when the justified purpose for retention has expired. Retention Management for SAP® Data and Related Content Neither OpenText nor SAP can provide legal advice or guidance in this matter, but they do offer software capabilities that help customers set up policies and procedures for retention and deletion of transactional data and attached content. The products that play together here are SAP® Information Lifecycle Management (SAP ILM) and OpenText™ Enterprise Content Management solutions for SAP: OpenText™ Archiving, Document Access and Extended ECM for SAP Solutions (see OpenText Suite for SAP). SAP ILM provides records management for SAP data and can also be configured to apply the same retention schedule to the attached SAP ArchiveLink documents. However SAP ILM itself does not provide the storage for data and documents but relies on ILM aware platforms for this purpose. OpenText Archiving, Document Access and Extended ECM provide the compliant ILM aware platform for ILM data files and ArchiveLink documents. These solutions store the content, enforce the retention and holds from ILM and pass it up to the hardware level, and, at the end of the lifecycle, execute the deletion request coming from SAP ILM. SAP ILM acts here as leading application for the retention management of SAP data and attached ArchiveLink documents. So far so good, if you only look at SAP data and attached ArchiveLink documents. Enterprise Wide Records Management However, personal information in business documents does not stop at the boundaries of the SAP applications. You will also have content outside SAP, which you want to retain and manage, put under records management and execute timely deletion when the reason for retention has expired. This is where Extended ECM for SAP Solutions comes into play. Extended ECM provides DoD certified records management for SAP ArchiveLink documents as well as NON-SAP content, which can be related to SAP business objects via the ECMLink module. A customer that wants to benefit from the DoD certified records management for documents can use Extended ECM for all unstructured content inside and outside SAP, whereas SAP ILM provides the records management for SAP data. If SAP ILM is to delete data which relates to Extended ECM content that has not yet expired, both solutions can synchronize, so that business documents in Extended ECM will not be orphaned by SAP ILM. At the same time, Extended ECM represents the ILM aware storage platform for SAP data and documents. So SAP ILM together with Extended ECM for SAP Solutions can manage the retention of data and unstructured content inside and outside SAP. Where to Find More Information Learn more about OpenText’s capabilities to support GDPR requirement by reading our other blogs here and here. You can also visit our main web site and learn how OpenText EIM offers capabilities that support customers to prepare for GDPR or listen to our webinar.

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