Intelligent information management is a term we’ve been using for a long time. However, the focus is changing. Originally, the intelligent part of intelligent information management, was at least as much about the actual management of information, as it was about processes enabling organizations to understand all data formats and types, today increasingly unstructured.
Just as data as such are meaningless – hence the need for actionable data – information doesn’t lead to actions or improvements. And in the end, that’s what information is all about: smarter processes and decisions, combining it to act upon it and achieve tangible outcomes such as optimizing the customer experience.
In the ‘i’ of information
The role of information technology is changing, just as the role of the CIO in the organization evolves. The focus is increasingly on business and customers, including employees and other target groups who are customers of IT and the business in the broadest sense.
It’s a well-known fact that the “i” in IT and of CIO, information indeed, is crucial in a connected and increasingly digital business and customer reality.
Information, when well used (intelligence…), is capital, more than ever before. That’s what the move from so-called systems of records towards systems of engagement is about too: turning data into information, insights, actions and, in the end, improvement of customer and business goals, without having to worry about where information and data comes from and what form it takes.
Intelligent information is connected and connects, it comes in and goes out, it’s about bi-directional or even omni-directional communications instead of monologues. And it takes into account all content types and communication channels the connected customer uses.
Intelligent information activation and the customer experience
Customer and business goals are also more connected than ever. Take the customer experience, for instance. How do you optimize it? By listening to the Voice of the Customer (VoC), by offering choice in communications, by acting upon aggregated data that offer the know-how you need to effectively act and deliver the best information and best experiences when it matters.
The optimization of processes, better and more intelligent information management and helping customers find what they need where and when they need it, is the job of every organization, above and across silos, regardless of input channels and communication preferences. And, ultimately, optimizing your internal processes and adding intelligence to the way you manage and activate information, IS about optimizing the customer experience as you aim to make the journey easy and deliver upon information needs.
It’s one of the most essential reasons why executives want to bring IT, customer service, sales, marketing and several other business divisions closer together.
Intelligent information: process, people, purpose and value
While doing so, they don’t only create the conditions for better, information-driven customer experiences. They can also can reduce costs and invest more in achieving their core business goals and innovating in rapidly changing market conditions.
The link between intelligent information, process optimization and the customer experience is just one – be it an essential – example of the changing role of information and all divisions and activities involved in it. It’s also an illustration of that famous shift towards systems of engagement, systems of action.
To make it all happen, records, information management, data operations and related activities of course remain important too. However, simply managing is not enough anymore.
Intelligent information management combines analytics, collaboration, organizational processes and mobility to create systems that better engage customers, employees, and partners.
That’s what we mean when we use the term ‘intelligent information activation’. It’s the action part that matters: information, process, people and purpose. The intelligence moves to the customer and business value as all the tools to capture, manage, organize and interpret/understand all forms of data in an intelligent way exist. Business value that is obtained by increasing customer value and information relevance and context.
The stakes: value and connections
Intelligent information management is crucial. And it’s clear that engagement and action are essential goals of it: activation. Call it the next step, even if intelligent information activation is possible today. But at the same time intelligence is being infused in virtually all technology-related aspects of business in this information age and this will only become more and more important. Just think about phenomena such as Artificial Intelligence, used in intelligent information management and far beyond. Or about Smart Process Applications. And even robotics.
At the occasion of the Global Directions conference, intelligent information was at the center of research, Kodak Alaris Information Management conducted in collaboration with AIIM. It looked more specifically about how it’s connected with the customer experience, how intelligent information enables organizations to IMPROVE the customer experience and, maybe, most of all how EVERYTHING GETS CONNECTED (and everyone).
You can also check out the promised presentation John Mancini, President of AIIM, made at the occasion of the event and the research below, clearly showing what is at stake and how content management and information management really have become about intelligent information activation.
Spoiler alert: transforming the customer experience is key in it all.