Innovations in Intelligent Information Management

A Conversation Between Kevin Craine and David Jones, Nuxeo

When it comes to innovations in intelligent information management like AI, machine learning or robotic process automation, much of the discussion is focused on risk aversion or “fixing something.” Certainly, new methods and approaches make great strides in reducing cybersecurity risk or ensuring better regulatory compliance and information governance. And saving money and streamlining process workflow by automating and removing paper is without question valuable approaches to digital transformation. But I got curious; where are the opportunities for movement forward approaches and strategies that make a difference in new and perhaps unforeseen ways that we’ve not considered?

I got some answers in my discussion recently with David Jones, VP of Product Marketing at Nuxeo. Dave is a member of the board of directors at AIIM International and an expert in digital transformation systems and strategies. We discussed innovations in intelligent information management and the opportunities that may have yet been realized. Here is a brief excerpt from that interview.

Dave, in the industry we often focus on avoiding risk and reworking existing processes, but you say that there is another approach that you call “the Art of the Possible,” can you explain?

The challenge that we’ve got at the moment is that people have always thought about enterprise content management and information management in terms of solving problems. Content has been treated as a problem; something that needs fixing or managing rather than an opportunity or an asset. They’re all negatives, and I’d like to encourage us to begin to think of “the Art of Possible” as well.

People have always thought enterprise content management in terms of solving problems. I’d like to encourage us to begin to think of ‘the Art of Possible’ as well.

If you think about it, content can be a huge enabler. It can drive better business insight, which in turn can provide a very distinct advantage in the marketplace. It can drive the way that humans communicate, which at the end of the day has a direct influence on customer experience. And of course, it can drive improvements in process, through automation, which can free up people from mundane and repetitive tasks in order to perform activities that provide more value. We spent the last 20 years figuring out how to turn human communicable documents into data, now is the time to start leveraging that data – that information and understanding – in more forward thinking and profitable ways.

What is one way organizations can do that?

The first step is to establish a much more fluid dimension between content and data and back to content again. That agility and mindset, and not just the technology to do so, becomes a huge asset within the business.

Can you give us some examples?

One example is a help desk, where someone’s literally got a list of 150 emails that they have to respond to in a day. Where do they start? How do they prioritize those lists? One way is to apply sentiment analysis to it. You can color code those emails and prioritize their importance based on color. Really annoyed customers at the top of the list in red, and so forth. It’s just as simple as that, but it can make a huge difference in efficiency, service and customer satisfaction.

Content can be a huge enabler. It can drive better business insight, which has a direct influence on customer experience.

Another example is when someone has had an auto accident. They can open their app and the chat bot says “Is everything okay?” All they have to do is text or chat with the bot and say “I’ve just had an accident.” The bot replies: “We’ve got you at this location, is that where the accident was? Would you like us to send an ambulance? Would you like us to send a hired car?” Even though the process is automated, it’s a conversational process which assures the customer while ensuring a quick, seamless process that ultimately is more satisfying and effective than engaging with a human operator.

So the convergence of data capture, analytics and automation all serve to bring the “Art of the Possible” to these real world occurrences.

Yes. We’re talking about the ability on the process side to look at that environment of content and transform the entire approach to make improvements and changes that we never thought were possible. The sky is the limit. But it takes an insight into the whole environment that we have for the most part overlooked before.

Kevin Craine

Kevin Craine is a business writer, technology analyst and award-winning podcast producer. He was named the #1 Enterprise Content Management Influencer to follow on Twitter and has listeners and readers worldwide. Find him at CraineGroup.com
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