The following appears on computer.financialexpress.com

By Ankush Kumar – Today’s ECM (Enterprise Content Management) systems do an excellent job of managing documents and some business processes that arise in most businesses. But what happens when underlying technologies change and by extension the types of information also change? These systems cannot meet the demands the newer technologies offer. Tomorrow’s ECM systems will effectively handle what today’s systems are not designed to deal with.

In the last two years, we have seen an increasing number of customer interactions take the form of digital conversations happening across a mix of online and mobile channels including the Web, social networks, and mobile apps. These are conversations which the customers drive with an easy access to information and a wide array of brands to choose from. New technologies such as mobile devices and tablets offer newer and significantly different methods for accessing and availing information. It’s no wonder then that all leading organizations are scrambling to find innovative ways to monitor, store, analyze and respond to these digital conversations in the new media.

Two key considerations are forcing the evolution of ECM technology. First – these conversations happen at lightning speed which makes them difficult to monitor and track; and second – they can have a spiraling effect on the overall brand image. An unpleasant comment/review can severely dent your brand image within hours if not minutes. This puts an enormous pressure on the Enterprise Content Management engines to not only track these pervasive conversations but also appropriately respond to them in a timely manner. Some communications could even pose legal implications. For example, the Dodd-Frank regulation makes it a mandate for all US government agencies to maintain records of information being exchanged on social media platforms and web pages. The ECM platforms must therefore evolve to account for this rapid exchange of information across social media platforms and over the web.

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