AFP Conference Roundup: The Three A's of Multichannel Success

"Active systems are available today that actually will save you money over the most popular proprietary solutions," McCabe said.

Some of the key steps to automation that he recommended in the session are:

• Document your processes.
• Identify areas for automation.
• Define your business rules based on your strategy.
• Audit and document technical requirements (systems/software).
• Implement necessary technology.

Automation is key because, as McCabe noted, it allows organizations to interact with constituents in the ways that they are becoming accustomed to interacting as consumers.