DOCUMENT Magazine - April 2008 - (Page 5)

publisher Ken Waddell editor’s view Reﬁtting Your Content to Your Customers’ Needs As long as a transaction occurs between an organization and its customer, the requirement to communicate Allison Lloyd this business interchange will be ever-present. However, the “how” to this communication is in a state of evolution. No longer is the transactional document limited to its paper borders, as it had traditionally been for so many years. As the technological age grabs onto almost each and every channel of messaging, it, in exchange, is reshaping the way we think of content in today’s business world. Content, i.e., the transaction and its subsequent data, is not bound to the common ﬁelds such as “due date”, “amount owed” and “account history”. In fact, traditionally mundane transactional documents are being integrated with their ﬂashier marketing counterparts. And with the introduction of electronic tools, including collaborative and mobile devices, the meaning of the word content is stretching the conﬁnes of the conventional deﬁnition. But this is not the only challenge that faces organizations today. With millions and millions of transactional documents being produced, mailed and consequently processed on a daily basis, efﬁcient delivery of these communications balances the whole process precariously. Though electronic channels of delivery have been much championed by transactional document producers, their customers have staunchly stood by their paper-based communications as the channel of choice. With these lessons still smarting, organizations will continue to look for ways to cut mailing costs, as the price of mass delivery continues to rise. The reality is that customers don’t really want one or the other -— paper or electronic — exclusively. In fact, they want to have the choice of both at the tips of their ﬁngers. Though this statement will make many executives cringe when thinking of their bottom lines, a dual approach to document production and delivery is the sure-ﬁre way of providing the customer service that is desired. No customer is really alike; therefore, how we serve him or her shouldn’t be either. However, the challenges to creating an efﬁcient, cost-effective electronic and paper-based ECM document strategy will make climbing Mount Everest seem like an easy feat. But the ﬁrst step is the ability to move with the times — or content. DOCUMENT understands the challenge of servicing your customers and balancing your budgets, which often times, pull in opposite directions. As your committed source to solving these operational and management obstacles, we offer you an exclusive invitation to attend our live guided tour through such challenges at the DOCUMENT Strategy Forum on September 10-12 in Chicago. In fact, you will be able to attend a live, extended discussion of the article on page 28. This is only one of the many sources that will be available to you. So don’t hesitate, and log on to www.DOCUMENTstrategyForum.com to learn about this educational event. Until next time, editor Allison Lloyd allison.l@rbpub.com contributors Roger W. Applewhite, Seth Earley Arthur Gingrande, Todd Haycock, Ray H. Killam Craig Le Clair, Jim Minihan, Seth Surchin Paul Traite, Steve Weissman advertising Ken Waddell ken.w@rbpub.com circulation director Rachel Spahr rachel@rbpub.com production director Chad Griepentrog graphic design Greg Middleton, Meghan McCombs Liz Hauser 2901 INTERNATIONAL LANE MADISON WI 53704-3128 PHONE 608-241-8777 FAX 608-241-8666 EMAIL rbpub@rbpub.com DOCUMENT (ISSN 1081-4078) is published seven times a year (February, March, April, June, August, October, December) by RB Publishing Inc., 2901 International Lane, Madison WI 53704-3128. All material in this magazine is copyrighted © 2008 by RB Publishing Inc. All rights reserved. Nothing may be reproduced in whole or in part without written permission from the publisher. Any correspondence sent to DOCUMENT magazine, RB Publishing Inc. or its staff becomes the property of RB Publishing Inc. The articles in this magazine represent the views of the authors and not those of RB Publishing Inc. or DOCUMENT. RB Publishing Inc. and/or DOCUMENT expressly disclaim any liability for the products or services sold or otherwise endorsed by advertisers or authors included in this magazine. SUBSCRIPTIONS: Free to qualiﬁed recipients; $18 per year to all others in the United States. Subscription rate for Canada or Mexico is $28 for one year, and for elsewhere outside the United States is $40. Back-issue rate is $5. Send subscriptions to DOCUMENT, PO Box 259098, Madison WI 53725-9098; Fax 608-241-8666; Call 800-536-1992. Allow six weeks for new subscriptions or address change. REPRINTS: For high-quality, customized reprints, please contact our exclusive reprint provider. FosteReprints • 866-879-9144 • www.marketingreprints.com. www.DOCUMENTmedia.com april.08 document 5 http://www.DOCUMENTstrategyForum.com http://www.marketingreprints.com http://www.DOCUMENTmedia.com

Table of Contents Feed for the Digital Edition of Document Magazine - April 2008

Document Magazine - April 2008 Contents Editor's View The Research Desk The Response Center BPM: Improving the Way You Process Contributing Writers Mapping Out Performance Build the Context Before You Move into the House of ECM Taking On the Big 3 The Human Connection Addressing Your Addresses Don't Call Us, We'll Call You The Mulitplying Image Recognizing Accuracy New Products Calendar Advertisers

Document Magazine - April 2008

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