Content Services: Key To Unlocking Successful Digital Transformation

Among the many solutions claiming to help in digital transformation, there is one technology that is uniquely suited to help companies transition away from archaic and inefficient approaches to managing information: a Content Services Platform (CSP).  For modern organizations seeking a path toward a digital transformation that will deliver greater efficiencies and drive the bottom line, investing in content services can be the key to unlocking value and advancing digital initiatives.

This is because content plays a critical role in enabling an engaging digital customer experience.

The alpha and omega of customer interactions

Many customer interactions begin and end with content. And many of these content-driven interactions can be streamlined, automated, or even eliminated with an effective content management strategy.

Similarly, with a Content Services Platform (CSP), companies can also provide ubiquitous, multi-channel access to critical documents, communications, and other customer content. Content (when accessed and managed effectively) improves productivity and drives efficiency. Ready access to the right information enables faster, more accurate decisions. Content fuels business processes and facilitates knowledge work. Content is, in and of itself, a work product.

Content can also enable companies to adopt entirely new business models. Indeed, once a company has digitalized its information, it can expose this information through entirely new channels and to entirely new consumers.

Take the example of an organization that is looking to undertake a typical digital transformation journey. Basically, this organization wants to move from a traditional and entirely paper-based business model to a new, digital business model. This “digitally transformed” model is expected to drive the majority of this organization’s revenue. A CSP is a central tool in enabling this transformation by allowing this organization to completely rethink how it packages and monetizes all the vital business information it had previously collected as a paper-driven business.

Many technologies and solutions claim to help in digital transformation. However, a CSP is uniquely suited to help companies digitally transform successfully. It takes organizations away from archaic and inefficient approaches to managing information and instead delivers greater efficiencies and bottom-line savings.

Apps at work, just like at home

When was the last time you used a system at work that delivered as much value as the ones you use in your personal life?  Modern information workers increasingly expect this. That means not just mobile and cloud-enabled applications, but applications that do specific things and solve specific problems.

That concept is somewhat alien to traditional enterprise software, where a standard interface for all users is commonplace. But to deliver digital transformation, users need to be engaged, so the status quo is not going to be good enough. Here again, CSP can help.

A CSP gives users the right information, at the right time, and allows them to do relevant and useful things with that information. This capability is often hard to describe from a software angle, as everyone has very specific requirements, but from a CSP perspective, this is the ability to allow organizations, teams — and of course end-users — to create personalized solutions, without requiring custom code.

This flexible, rapid application development facility sits directly on top of the single view of all the information throughout the business. That means that solutions can be built to show information from multiple sources, to combine previously disparate processes, and to integrate modern, cloud-based services such as mapping, artificial intelligence (AI)-powered analytics, and more.

And the best thing? Because these solutions can be built quickly and are mobile-ready from the onset, you can build specific, app-like solutions that literally solve one part of the puzzle. Deliver that, and then build another, and another — all using the same information and development platform, which reduces custom code and minimizes support and maintenance requirements.

This level of personalization, built on top of a common and standardized platform, can not only speed digital transformation, but it can do so in a repeatable manner that delivers both long and short term return on investment.

A different approach to digital transformation

Digital transformation is a must-have initiative for enterprises seeking to remain competitive – both today and into the future. The technology to deliver digital transformation is here now, and CSPs form a core part of that toolset.

By combining the best of traditional enterprise content management (ECM) solutions with content cloud, mobile, AI, and content integration capabilities, a CSP serves as the foundation for digital transformation that can revolutionize every business.

Fundamentally, a CSP is built around one simple philosophy: regardless of the content type or where it is stored, the CSP will provide access to all content for any app, process, service, or solution that needs it. As a result, CSPs inherently address many of the core challenges of legacy ECM products. Ultimately, digital transformation is about much more than Content Services, ECM or any technology. However, failure to leverage emerging tools and best practices can hinder progress and put your organization at a digital disadvantage.

So, as you are looking to transform your business with content, don’t follow the old legacy ECM approach. Instead, look for a modern CSP that was designed to meet the needs of today’s enterprises.

Alan J. Porter is the Director of Product Marketing at Nuxeo software. He is a regular writer and industry speaker on various aspects of customer experience and content strategy. Alan was recently named one of the top 25 content strategist influencers by MindTouch.