Last spring, Forrester introduced the concept of retention management, which extends records management to all content from creation through long-term retention and destruction (check out the Retention Management document).Seems simple enough, but with so many repositories of information (hard drives, network file shares, SharePoint sites, email servers and archives, and any number of managed repositories) extending retention policies to all of it is all but impossible.
To get a sense of how organizations address retention management, I reached out to approximately 300 companies for a research interview, figuring maybe 10 would be willing to speak about what they are doing.In an indication of how hot the topic is, over 30 companies wanted to speak further.Having conducted about half the interviews so far, it’s clear we are at the very beginning of the learning curve for retention management.
We’ve interviewed a number of enterprises over the past few months to understand what makes their Web operations tick. We want to understand how Web teams are organized, what key roles they have, and what lessons learned they can share with others. Our findings will be published later in Q1 2007, but we’ve found one particular important role that we believe every enterprise should pay close attention to – the content architect.
Most enterprises have content locked away in channel specific silos such as the corporate Web site, email campaign management systems, the call center, and in some cases direct mail (print) channels. Each channel’s often supported by its own operation – people, process, and technology. The end result? Customer confusion as they receive inconsistent, often different information from the enterprise depending on what channel they work with. For example, a customer may go see a campaign (content) on a self-service site, but when they call the call-center to find out more information, the call center hasn’t been informed of the campaign and can’t answer.