Sometimes our daily life seems a little schizophrenic. We can get upset when the waiter in the restaurant passes our table for the third time. By contrast, we can accept the supermarket queue stoically, but that same evening fret that we have not yet received a reply to our e-mail inquiry to a company. To what we react with an adrenaline rush, just depends on the situation and our expectations. What does that have to do with an ECM? A whole lot!
When someone wrote an e-mail to a company in 2009, he was usually relatively patient. Experts estimated a time period of around five days that one allowed the addressee for an answer without risking loss of image.
That has duly changed with the advent of WhatsApp, Facebook, Twitter & Co. The customer is always online and expects the same from the company. To his quickly composed message he wants to get an equally brisk response. A study commissioned by the Allianz insurance company came last year to the conclusion that almost every tenth person now allows only ten minutes for answering simple questions. 41 percent want to hear from the company within one hour. And the remainder within two hours.
Always faster? Only with automation
Ten Minutes? That is a short coffee break. One Hour? That’s how long many people spend in the canteen. And two hours go by fast for a meeting. The fact is that response times such as these are extremely short. Customer-oriented companies can hardly afford not to secure their e-mail inbox with automated workflows. It must also be ensured that requests are answered promptly even if the co-worker is just not available. And if the clerk has to make a time-consuming search for client files or processes, it’s hopeless.
ECM success criteria
Investing in a powerful ECM, in digital business and document processes and Archive is becoming a key success criterion for companies with direct customer contact and thereby in direct competition for consumers’ favour. Especially when it can be assumed that due to the world’s increasing networking the approved response time will get shorter yet. Then blessed is the one who can rely on automated structures.