Dec 18, 2007
ADF 2.0 - The Next Generation
By Pete Basiliere
Business people like yourself travel. And often. But air travel is no fun anymore. It’s not just long security lines or the 3-1-1 rule. No, the airlines themselves have made business travel painful.
Recently, I traveled to Savannah, Ga. for meetings. Scheduled to depart at 6:15 p.m., my plane was in place and the crew was present. However, we did not depart until 8:30 p.m. because of “weather delays” in Newark NJ. Unfortunately, those delays plus a mechanical problem meant I did not arrive at my New Hampshire home until 2 a.m. the next day.
Would you run your operation like an airline? Of course not. Your career would be terminated faster than a flight cancellation. Yet, while financial documents are your company’s lifeblood, your mail does not carry the precious cargo –-- people --- those airlines carry!
You have invested hundreds of thousands, if not millions of dollars in your print and mail operations. Every day your staff produces mission-critical documents, the policies, bills, statements, checks and other transaction items that are the lifeblood of the enterprise. You work with staff and suppliers to ensure every piece not only exhibits the highest print quality but also keeps critical, confidential information secure.
Very likely, you have also implemented a version of Gartner’s universally accepted “Automated Document Factory” or several critical components of an ADF. But have you kept up to date on the tools available to not only enable a more cost effective operation but to also create compelling marketing pieces that generate new revenues?
The original ADF concept enables you to manage high volume transaction output. While the need to apply manufacturing techniques to your operation remains, today’s production process starts with customer relationship management (CRM) techniques applied to document creation and extends through response feedback to the marketing and sales databases.
Gartner’s ADF 2.0 concept (denoting the second generation ADF) incorporates the original four major modules (input, transformation, production, control and reporting), refines them and adds two more:
---Document design and content integration: occurring prior to input, this is where designers and design tools integrate with transformation and variable data printing tools
---Response management: after the control and reporting module, this step enables integrated response analysis
These modules “close the loop,” enabling tight integration of your HVTO operation with CRM and enterprise content management (ECM) tools.
So are there practical ADF 2.0 tools available and appropriate to your operation? Fortunately, major technology providers have key elements in place:
---Software providers – transformation and production workflow tools
---Hardware providers – printers and inserters with integrated tracking and security features
---CRM and ECM tools – document design, content integration and response management
An ADF 2.0 technology provider is not simply a hardware provider, nor is it solely a software technology provider offering professional services. Rather, true ADF 2.0 technology providers typically offer a combination of technologies, whether proprietary or in partnership with other providers.
For example, enterprise content management software providers focus on tools to manage content in physical and electronic forms. In turn, their software integrates with printer manufacturers’ software to ensure accurate, integrated output is tracked throughout your operation. Tracking is accomplished on intelligent inserters that not only ensure each piece is correct but also automatically report errors so the ECM or print providers’ tools can generate reprints on demand. Information such as when documents were produced is passed to the CRM software tools so your marketing organization can analyze the results and determine their next customer communication campaign.
Fortunately for all of us, the airline system has not completely broken down. Despite delays, lost luggage and the lack of information provided to delayed travelers, the airlines are still safely transporting passengers. But such poor overall performance is not acceptable in our industry. Implementation of Gartner’s ADF 2.0 concept enables your print, mail operations to improve productivity, reduce costs, enhance security, improve quality, and integrate with CRM-based marketing campaigns.