The Future of Content is NOW!
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The Future of Content is NOW!

Tanu Sood, Senior Principal Product Director, Oracle
Tanu Sood, Senior Principal Product Director, Oracle

Tanu Sood, Senior Principal Product Director, Oracle

The impact of digital disruption, the demands of the “Now” economy, and the rise of machine learning are transforming how business works. Customers, employees, and partners expect on-demand access to content and application services that anticipate and complete business tasks. But content silo’s still fragment today’s digital interactions. To be truly impactful, relevant content must be placed in the contextof day-to-day decision-making, easily accessible through mobile devices. Businesses should be able to reuse content, aggregate and orchestrate it, and they must connect modern operational processes with existing systems of record. And they need to be able to serve up content-rich, contextual custom apps on demand that are mobile NOW. In addition to simply informing and responding to specific requests, these apps need to predict and assist with the right content in context of best next steps.

How do you engage customers with compelling experiences that orchestrate interactions with your content and simplify business activities? How can you leverage existing investments to accelerate decision making across finance, sales, HR, marketing, and other lines of business? Is there a way to manage the cost and mitigate the risk of rapidly evolving operating models? 

 With a cloud content hub, businesses can aggregate, orchestrate and manage all content in the Cloud and drive workflow management 

Cloud is a huge opportunity for Enterprise Content Management (ECM) providers to serve both the business and IT stakeholders. Now you can take a holistic approach to content infrastructure with a unified cloud content hub or platform for ALL content types–structured content, digital assets, conversational content, user generated content, editorial and transactional content. There is no more reason to drive separate operating models for user generated content versus digital assets versus transactional content that spans across different applications and processes. With a cloud content hub, businessescan aggregate, orchestrate and manage all content in the Cloud, drive workflow management and then deliver those as distinct API services for different channels and experiences to consume.

This way, business users can easily find, share, collaborate on, and drive action or interaction on content across any channel, any device.From mobile collaboration to conversations toleveraging existing content from applications or existing systems of record to building and managing digital assets and driving decisions in context, all content orchestrations then become convenientand streamlined. The content is always available, always up to date, curated and managed with comprehensive process workflows. Analytics intelligence not only enables you to make the most out of content but also gives you insights into areas of performance improvements. And with standards based delivery APIs, the same content can power true omni-channel experiences; regardless of the presentation form. Businesses can now truly unleash the power of content to drive compelling experiences across any channel while IT has a centralized platform with no maintenance, management overhead but that meets its security, scalability, compliance audit and analytics requirements.

Cloud allows companies to have an agile business model where lines of businesses can rapidly drive innovation with any-channel, any-device interactions with contextual and consistent content, while IT is freed up to focus on API-first innovation to deliver content-rich custom and mobile apps at scale.

A hybrid cloud approach allows companies to extend the reach of their existing ECMs to reap the benefits of the Cloud while leveraging their existing investments.Integrating ERP systems with a cloud content hub enables effective lifecycle management of transactional content, with additional rewards like cost savings and mobility. Customers, employees, and partners need specific services from multiple applications to contextualize content and speed the decisions that drive business outcomes.

For a company like Omni Financiera, one of the largest consumer finance companies in Brazil, moving to Oracle’s cloud content platform was a no brainer. The company processes over 200,000 credit applications a month to serve its customers. That translated into over 500,000 document uploads and 750,000 document downloads per month. The on-premise document storage was getting cost prohibitive and the experience unwieldy for not just the customers and dealers submitting credit card applications but also the credit analysts reviewing the proposals, doing credit risk analysis and contract approvals. So, the company moved document storage to the Oracle Content and Experience Cloud. The Cloud content hub’s integration with the company’s ERP streamlined document lifecycle management for Omni. Plus, the company has already realized cost savings over US $250,000.

Cost savings is just one of the spokes of this new era of cloud content platform. Scale, agility and API-driven innovation all make for a powerful use case for a unified cloud-based content management platform. But ultimately, it is all about the experience. Content is the soul of all experiences. Content needs to be context-aware to be relevant to its audience. So, for a sales rep, having content recommendations within their CRM opportunity is an experience well served. For a company, having up-to-date marketing material show up on sales training site, company’s website, mobile campaign and for its channel partners means a consistent, contextual omni-channel experience to its customers. Or, perhaps a chatbot recommending flight options for a meeting re-scheduled over a conversation on mobile devices. The intersection of content personalization, social monitoring and listening, engagement analyticsand machine learning with content management are creating unique opportunities for organizations to radically transform how they engage their customers with the right content. And, a customer-centric strategy is the only winning strategy today.

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