Enterprise Content Management (ECM)
What started back in the 2000s as a leading document process management theory, & got perfected into software solutions; is now coming to an end in the 2020s. After years of simplifying content production, storage, management, delivery for print-based communications across various industry domains the ECM Systems now stand underwhelmed by omni channel communications platforms and off course a global pandemic. Leading institutions like CXPA, AIIM, ACSI have announced the decline of Enterprise Content Management Systems as we know them, in the coming few years. Their reason? The limited ability of ECMs to draw parallels between Content Management Workflows and the Customer Journeys they serve.
Why talk about Enterprise Content Management Systems then?
More than 50% of the SME companies in lower-medium and upper-medium income countries still run on legacy 180° systems to communicate with their customers. Starting 2021, in this last decade of ECM systems, organizations are bound to realize that ‘structured documents’ digitization’ is only half the Customer Experience Management that they’ve imagined it to be.
Here are a few identifiers that can help you determine why your Customer Experience Lifecycle needs a transition from Enterprise Content Management Systems.
Also read [blog]: How to perfectly balance CCM & CXM convergence for Customer Experiences?
Enterprise Content Management and Two Way Communications Puzzle
For all the digital transformation that ECM Software and Systems might have gone through in the last 30 years, they were initially designed solely for inbound communications. The only outbound communications management abilities they developed came from integration with CRM (Customer Relationship Management) Systems, CMS (Content Management Systems), and PLM (Product Lifecycle Management) Systems.
We’re in the times when close to 75% of Non-US consumers and 84% of US customers claim that ‘Human interactions’ matter for them; even if they are non-digital (PWC, Future of CX 2019). Document centric nature of ECMs cannot compensate for conversational platforms and real time experiences that omni channel customer communications hubs offer. Thus, legacy inbound document management systems must make way for such new solutions.
Lack of Business & Customer Focus in ECM Softwares
In recent years, the transition from CAPEX to OPEX centricity of businesses has accelerated the need of Centralized Customer Journeys. Zendesk reports that 69% of businesses rank customer experiences centralization among top 10 digital transformation priorities for their business. They believe that integrating core experiences with microservices on web and mobile based platforms, stands a better chance at satisfying customer expectations compared to print-like statements.
They also believe that the compatibility lag between database and content management systems restricts them from adding new dynamic capabilities like, video, audio, personalized URLs, QR codes to non-technical communications. The print-only outlook of ECMs thus fails to match the Voice of Customer when 66% of them demand personalization in digital experiences (Conversocial State of CX 2020).
Read next [blog]: 5 things to remember before pursuing systematic CCM Migration?
IT Dependency of Enterprise Content Management Systems
ECM softwares are not connected with APIs and Microservices architecture like CCM as a Service Platforms are. In simple terms, their ability to automate content distribution and feedback management is bound to the IT concierge of organization. So, enterprise Content Management systems not only bar cross-functional synchronization but they also restrict customer facing departments to work independent of content management platforms.
With the absence of ‘Single Pane of Glass View’ across end-to-end communications workflow, and no real-time reporting structure ECM becomes further less appealing. Therefore, silos and dissonance between ECMs and Customer Success/Experience functions must be replaced with 360 Degree Communications Platforms.
If not ECM then What?
Salesforce reported that close to 2/3rds of Customers now use different devices, applications and messaging formats to get the services they need. It shows that behavioural dynamics continue to set the pace for digital transformation in customer experiences. Organizations believing their enterprise content management systems as sufficient for the next 10-20 years are in for a tough 2020s decade. There is no greater evidence than the naturalization of digital services in the last 12 months to suggest that print based experiences need a facelift. Until the next wave of experience driven transformation, it’s the SaaS based CCM Solutions and Dynamic Communications that might rescue the digital immigrants of the world. For more details about transforming your ECM systems contact FCI Customer Experience Experts.