Dynamic Case Management: Business Benefits Wrapped in Cold, Dead Fish

I and others have been saying for years that if you let many if not most technically focused people open a sushi bar, the sign outside would likely say something like "cold, dead fish for sale." It's a metaphor for the unfortunate fact that technical people are often…inconsistent in their abilities to communicate the value of their knowledge and efforts to the non-technical.

In this context, I absolutely HATE the term "dynamic case management." In case you haven't yet heard said term, DCM is currently a Hot Thing among growing numbers of pundits and observers. It's supposedly the way that decision makers in marketing, customer care and related areas will develop and leverage that real-time, 360-degree view of everybody who matters to the business, or at least its revenue stream(s).

So far, OK. Now, here's where the cold, dead fish comes in.

In the first place, I am a customer, partner, prospect or competitor, and therefore the focal point of a relationship to be nurtured. NOT a "case" to be "managed." Ugh!

In the second place, there's way too much focus on the technologies that enable and support DCM, and too little on the goal itself. And that goal is not DCM, or the implementation of any specific DCM-related technologies.

The ultimate goal of DCM and related initiatives such as those focused on customer experience management (CEM) is to improve relationships with customers, partners and prospects, and the value of those relationships to the business. Specifically, this means ensuring that every interaction with your business is optimized, for those interacting with your business and for your business. (I call this online experience optimization or OEO.) It also means ensuring that the knowledge generated by those interactions can be channeled in ways that improve and refine the business processes that drive and support future such interactions. (I call this business knowledge optimization or BKO.)

These are all business goals that are human-centric and process-driven. To the extent that DCM efforts share these two characteristics, their chances for success are improved. To the extent that they do not, their likelihood of failure is increased. Whatever you want to call it, and whichever technologies you consider or deploy.

DCM is not the destination. It is an important step in the journey toward making your business more agile, more responsive, more social and more successful. DCM is also both a challenge and an opportunity for those seeking to make their companies more human-centric, process-driven. The goals, challenges and opportunities surrounding DCM require committed, focused collaboration among all key leaders and decision makers within an organization. The benefits are there to be had, if there is sufficient will and focus. And more plain-language business talk. And a lot less cold, dead fish.

Bamboo Solutions: Taking SharePoint Beyond Collaboration in the Cloud

My understanding is that Microsoft is seeking a new, improved cloud strategy. (Microsoft CEO Steve Ballmer e-mailed the company, telling everyone that 23-year veteran Bob Muglia, president of the company's Server and Tools Business and gatekeeper for its evolving Azure Cloud strategy, is stepping down.) I have a modest recommendation. That strategy should focus on starting with what users are already using and build upon it, in ways that are easily accessible and affordable.

This is precisely the strategy adopted by a Microsoft Gold partner I've recently discovered and find intriguing – Bamboo Solutions. The company has built a number of offerings atop Microsoft SharePoint, a collaboration tool in use at and apparently delivering business benefits to many companies. Bamboo adds to Hosted SharePoint features for functions ranging from project and requirements management to sales and customer support.

Bamboo Cloud Applications include BambooCRM (which incorporates sales and customer support features), BambooSupport and BambooRM for requirements management. You can learn more and sign up for free trials at http://cloud.bamboosolutions.com/freecrm/. Pricing for BambooCRM starts at $29.95/user/month, billed quarterly on three-, six- or 12-month contracts.

Bamboo is delivering cloud-based collaboration tools that address specific business needs, build upon a known, proven and widely adopted platform and are available under clear, straightforward terms. They aren't going to be appropriate for every company of user, but they're worth looking at as examples of what to look for in such solutions. And they offer a glimpse at what might be possible if Microsoft were to take a similar tack with its hosted offerings – or at least to promote the ones that seem to "get" users' needs and desires with a bit more enthusiasm and clarity…