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69 support common content use cases. ese content services can include: » document management » intuitive search » intelligent capture » automated classification » version control » business process automation » case management » records management » content analytics Content services platforms can help you build the foundation for a 360-degree view of your customer. is can provide valuable insights into opportunities to up-sell or cross- sell to your customers, what campaigns you can run, and how to best track them. Provide the right customer experience and you can better attract consumers away from the competition and ensure that current customers remain engaged. Just remember— your competition is working toward these same goals. 5. LEVERAGE DYNAMIC DIGITAL TOOLS Dynamic digital business tools such as robotic process automation (RPA), intelligent automation (IA), and machine learning (ML) will help shape the path forward for many businesses in the decade to come. RPA is the deployment of software robots to significantly reduce the time, resources, and errors associated with tasks that require workers to change focus between screens, systems, and third-party information sources such as websites. IA is the combination of automation and artificial intelligence. At its most basic, IA takes a "doing" role, focusing on automating tasks. At its most complex, IA takes a "thinking" role, focusing on data-driven work that requires deduction and analysis. IA technology is already changing the way lenders and customers interact. Some lenders are applying RPA to processes in which employees manage simple, repetitive tasks that do not require analysis. » Chatbots can build customer engagement by answering customer questions and making recommendations. » Analyst Bots detect fraud and help manage risk via portfolio and transaction, completing these actions much faster and more accurately than humans. » Compliance Bots provide real-time tracking of laws and regulations. e efforts of these bots are adding up. According to a Juniper Research report, chatbot technology will deliver $11 billion in annual cost savings for financial organizations by 2023. 6. ENGAGE YOUR TECH ECOSYSTEMS By embracing digital transformation— replacing or optimizing legacy systems, adopting a robust content services platform, and building innovative solutions that expand the customer experience—you're establishing a technology ecosystem. With that ecosystem in place, you can start leveraging customer data to better understand the needs of your customers and discover when to make the right product offer at the right time. While prospective customers and current clients are likely to research mortgage lenders and servicers online, eventually they will want to talk to a real person and engage with someone who understands their personal goals. If they are already your customer, there is some expectation that you will understand their wants and needs and will partner with them to achieve a broader plan, not just execute a transaction. By creating a technology ecosystem and turning information into customer interaction, servicers will be able to build a more sustainable relationship with the customer. 7. UTILIZE TECH AS A CUSTOMER LOYALTY TOOL Expanding technology has brought with it the expectation for rapid response in every interaction, and mortgage servicers must therefore speed up processes to improve both employee and customer experiences. In the past, organizations pursued operational efficiency in order to reduce costs and improve productivity. While those drivers remain, organizations are streamlining processes as a means of improving those experiences to increase loyalty both internally and externally. In a subscription-driven world where adoption is the currency of the day, retaining customers is key. Content services technology plays a critical role in the quest to deliver better interactions internally and externally. at's why, throughout the year, organizations will continue to expand their strategic use of content services to deliver better experiences and improve customer loyalty. Steve Comer is the Director of the Financial Services and Insurance sales at Hyland, a leading provider of content services solutions to better manage content, processes and cases. Comer has spent the past 14 years working with financial services customers to develop strategic plans to improve their operational efficiencies through the use of OnBase, an enterprise-class solution for capture, workflow, business process management, and case management capabilities. While prospective customers and current clients are likely to research mortgage lenders and servicers online, eventually they will want to talk to a real person and engage with someone who understands their personal goals. If they are already your customer, there is some expectation that you will understand their wants and needs and will partner with them to achieve a broader plan, not just execute a transaction.