DOCUMENT Magazine - Winter 2009 - (Page 22)

are all being forced to do more with less during the recession. For transaction shops, just creating and delivering documents is no longer sufficient. Tighter customer-focused marketing campaigns using multi-channel TransPromo for higher returns and shorter ROIs are no longer luxuries, but necessities. Organizations strive to become stickier to retain current customers and reach out to new ones, but costs must be kept down. The recession and a new administration are producing a raft of new regulations with short deadlines, driving more legally mandated changes into the transactional document production environment. The critical challenge facing transaction shops is how to implement all these requirements in a decreasing budget with limited staff. The ideal option is to rework the entire transaction document production process; redesign your statements and rewrite your document composition applications. Unfortunately, given tight budgets, limited skilled technical staff and short deadlines, this is rarely possible. We FEaTurE By STEPHEN D. POE Document Re-engineering Why transaction shops need to abandon the old way of restructuring TRANSACTION SHOPS instead are moving to document re-engineering, reworking the documents inside of the print files post-composition instead of having to make changes to legacy applications or document composition systems. Here, the changes are made to the final postcomposition print files. By manipulating this data (adding, deleting, modifying), changes can be made more quickly and less expensively than having to rewrite the upstream process. Document re-engineering functionality encompasses changes to existing composed documents up to — but typically not including — the reflow of text. Current document re-engineering capability provides a near-complete ability to rework each individual document, down to the individual elements on each page. By adding, deleting or moving objects on a page (i.e. text, images, graphics or barcodes), the content can be modified, changed or removed as needed. Within a print file, pages can be added or deleted. Manipulating multiple print streams allows individual documents to be sorted, moved and reworked into one or more final print streams. This document re-engineering functionality becomes powerful when applied to solve business issues. Early versions of document re-engineering required in-depth knowledge of the print data streams involved. These initial document re-engineering products manipulated at the bit-and-byte level of the print stream and required designers and developers who were intimately aware of the intricacies of the print stream languages. Utilizing detailed knowledge of AFP, Metacode and which printers were to be used to print the final hard copies, limited document changes could be made. Today, a new generation of document re-engineering tools are available that hide the mechanics of manipulating the print stream and allow transaction shops to instead concentrate on the documents and what needs to be changed at a higher level within them. In-depth knowledge is still required, but at the document design level, not the printer data stream level. Instead of needing to know the bits and bytes of the printer stream languages, current document re-engineering requires in-depth knowledge of the document layout, typography, one-toone marketing concepts and your organization’s current marketing campaign goals and messages. TODAY’S DOCUMENT re-engineering projects are driven by several factors, including better TransPromo, regulatory changes and

Table of Contents for the Digital Edition of DOCUMENT Magazine - Winter 2009

DOCUMENT Magazine - Winter 2009
Ad Index
Editor’s View
The E-Return
Research Desk
I Need Satisfaction
Brief Counsel
BPM: Improving the Way You Process
Content Connection
Talking Transactions
Heads or Tails
The Print Impression
The Hot 10
Document Re-engineering

DOCUMENT Magazine - Winter 2009