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Content driven process automation: An imperative for enterprises

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Virender Jeet, Sr. Vice President, Sales & Marketing Products, Newgen

By Virender Jeet, Sr. Vice President, Sales & Marketing Products, Newgen

As the effects of Covid-19 continue to unfold globally, automating manual and paper-based processes has become a business imperative. 

Content driven process automation was already a key focus area for organisations but now, to stay competitive, enterprises, like yours, must accelerate their digitisation initiatives, especially related to customer-facing, document-centric processes.

Remote working and a distributed workforce are here to stay, so your top priority should be reducing your dependence on physical documents and managing enterprise content efficiently. 

What is Content?

Content is any information that organisations leverage within their operations. Structured content refers to data that is contained and defined, such as databases and code repositories. Unstructured content refers to information that doesn’t have a predefined format, such as PDFs and emails.

Broadly, content comes in a variety of formats, including:

  •  Paper documents 
  •  Digital documents (PDFs, Microsoft Office files, etc.) 
  •  Audio and video clips 
  •  Images (JPGs, PNGs, etc.) 
  •  E-mails, instant messages, and chats 
  •  Social media posts 
  •  Records and archived documents

The need for content driven process automation

To be truly digital, content-driven process automation is vital for your organisation as it allows your business users to build customer-centric apps, access content anytime, anywhere, and drive contextual customer interactions. 

Furthermore, modernised content management enables you to:

  • Provide contextual engagement

A disjointed customer experience takes place when context is lost at various touch points along the way. Your enterprise must map the customer journey from initiation to completion, while effectively ingesting the complete context of each interaction, in the form of supporting documents and lifecycle management.

  • Facilitate omnichannel interactions

Nowadays, customers communicate with you through their preferred channels and expect results in real time.  For example, opening a bank account has now shifted to a more digital-friendly approach, featuring online information capture, self-service portals, and customer support via chat or phone call. While completing any transaction, your customers should be able to switch channels and devices on the fly, without losing context.

  • Leverage intelligent automation

You must go beyond traditional image processing and content ingestion mechanisms to intelligently process and mine data from all kinds of incoming content formats—rich with metadata—and make smarter decisions, using technologies, such as  artificial intelligence, robotic process automation, and machine learning.

  • Empower business users

Your employees must be able to collaborate easily, focus on customer-oriented tasks, and access data and content anytime, anywhere. Enabling contextual engagement, omnichannel interactions, and intelligent automation go a long way in achieving productivity goals of employees.

  • Ensure security and compliance

In a rapidly shifting digital environment, the traditional ways of managing physical and digital content are grossly inadequate. A modern system, with flexibility and agility, can help your organisation stay compliant with various regulatory and internal requirements while guaranteeing data security

In a Nutshell

In an increasingly competitive and dynamic marketplace, you must find ways to differentiate your enterprise from your peers and stay ahead of the curve. Customer experience is unequivocally one of the key differentiators in today’s business environment and contextual engagement and speed are crucial to deliver superior customer interactions.

Content-driven process automation is the answer—enabling effective content management and smooth, modernised operations, all at once! You need a robust content services platform that can help you manage the end-to-end content lifecycle and provide the flexibility to access and deliver content anytime, anywhere, across multiple channels and devices. 

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