Gartner PCC, Day 1: Work-Life Integration 2.0 – The Empowered User
Our work and consumer worlds are colliding. But I’m not talking about how our experiences as consumers are making us want the same devices at work as we have at home (which is still very true!).
At the keynote session of Gartner Portals, Content and Collaboration (PCC), Gartner Fellow Tom Austin shared a new way to think about this work-life integration conundrum that even Dilbert is experiencing in this cartoon.
Just like Dilbert, we all have lives outside of work. But, the lines between our roles as consumers (life) and employees (work) are being blurred more and more. That blurring is apparent when we, the business people, are also the consumers who are demanding these changes in business.
What changes are we asking for?
We are demanding that the organizations we do business with better maintain, protect and use content in order to serve us more effectively. Here is an example.
Dilbert is a jet-setting business traveler from Portland, Maine. He lands in Lincoln, Nebraska, and because he is a platinum customer of a car rental company, he bypasses check in and the long line at the counter. This typically saves Dilbert 45 to 60 minutes and he plans his agenda accordingly. Well, today when Dilbert goes to the platinum parking lot, his reservation is filed under a traditional, recreational traveler. Angry and now late, Dilbert tweets his feelings via his smart phone. Because the car company knows that its customer service is a competitive differentiator, it’s watching social media activity. Within minutes, Dilbert is contacted by the car rental company. They apologize for the error, rectify it, and to Dilbert’s delight, he is upgraded!
That tweet is now a piece of content that is stored where the organziation keeps all of its other unstructured content – the enterprise content management (ECM) software system. ECM is also integrated with the company’s customer relationship management (CRM) system, and content analytics can be performed against issues like Dilbert’s. The organization is becoming more in tune with its customers, while the company is also making positive changes from interactions like this one.
Mobile devices and tablets and social technologies are revolutionizing the content that we produce when communicating, and therefore the context the organization has about consumer interactions. Welcome to the high performance, social content era. This is work-life integration right before your eyes – social content is business content.
Day one of PCC got its attendees thinking: “What’s more important, content or context?” Of course, this is a 10,000 foot view of the new possibilities. Interoperability between systems (what the heck is XMPP?), storage of the content (should all of the documents and data be stored in the cloud?), governance, compliance, mobile, portals and so on are just some of the topics that we will continue to learn about and consider on day two.