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Next Generation Customer Experience with DITA and Intelligent Content
Howard Schwartz, Ph.D., SVP Content TechnologiesChip Gettinger, VP XML Technologies
Our Presenters
Howard Schwartz, Ph.D.SVP Content TechnologiesSDL
Chip GettingerVP XML SolutionsSDL
Agenda TodayDefining Customer Experience and Why it MattersHow Customer Experience Expectations are ChangingThe Barriers and Challenges for Technical Information How DITA and Intelligent Content Provides a FoundationNext Generation Customer Engagement VisionSteps to Get ThereQ&A
The Hypothesis
Technical Documentation / Information Development is beingtransformed from a backend delivery organization into an organization that impacts customer experience and customer engagement.
This transformation is a significantparadigm shift. It is momentous.
It impacts people, process and technology.
It is comparable to the impact of marketing moving to the Web.
Major Pressures Are Changing How Companies Manage Technical Information
Responses to These Changes
Key Strategic Goals
Let’s look at the customer experience side of this equation.
The Integrated Customer Experience
Importance of Customer Experience
Language of Customer Experience Customer Satisfaction Customer Experience Customer Loyalty Customer’s Journey Customer Engagement
Types of Customers Fully Engaged Engaged Not Engaged Actively Disengaged
Organizations can be categorized based on the percentage of customer engagement.
Engagement Ratio
Fully engaged customers are 23% more valuable to an organization in terms of profitability, revenue and relationship growth compared to the average customer.
Source:Gallop
Importance of Customer Engagement Upselling a customer is significantly
easier and less costly than bringing on a new customer.
A frustrated customer not only means a loss of that customer’s next sale but loss of other people’s revenue through word of mouth.
Customer Engagement
In one study , 65% of people surveyed said they wouldn’t come back to a Website that did not provide satisfactory customer experience.
Source: Forrester
According to some studies in behavioral economics, 30% of human decisions and behaviors are actually driven by rational considerations.
Up to two-thirds of consumer loyalty and spending decisions are based on emotional factors. Source: Gallop
What Keeps Customers Engaged
Simply satisfying customers is not enoughKey Touchpoints: every time customers interact with your organization, they either become a little more or a little less engagedBrand Alignment: no organization has a single unified “brand.” All must be measured and managedLocal Variation: strong customer relationships cannot be managed solely from the center
Technical Documentation / Information Development is transforming from a backend delivery organization into an organization that impacts customer experience and customer engagement.
Trends Impacting Consumption of Technical Information
Intensification of the problem These trends are intensified by the Internet and Internet Technologies New delivery platforms (Smartphones, iPads, Tablets) are all changing
customer’s expectations about access to technical information
The Mobile Channel 37,000 people were surveyed 65% of respondents in a survey indicate they use Smartphone devices 35% of those use them on a daily basis
(Source: Forrester Research)
Smartphone Unit Shipments Expected to exceed PC shipments by 2012 (Source: Morgan Stanley)
Trends in Customer Expectations
Customer Expectations Are Changing With Regard to Technical Information
Higher levels of Internet usePurchase and fact find more often over the WebDownload docs before purchasingShow me just the information I need - when I need it (my product on my platform)Want answers on Smartphone Desire visual videos and interactive contentWant to see video not just text
Trends in Customer Expectations
Customer Expectations Are Changing With Regard to Technical Information
Signs of the times• At HP, customers buy more than
80% of their products without touching the product
• At one large software company, 18% of their customers want technical support on their Smartphone
• At another software company, customers are expecting more highly graphic and interactive documentation
• At a scientific instrumentation company, 80% of their customers download the documentation before buying
But What Customers Experience
The Current Challenges
What are the Barriers?
Types of Info in Enterprise
Technical Docs
FAQs
Specs
Engineering Info
Training
Technical Support
Sales
Brochures
Product Positioning
Marketing
Operations
Professional Services
RFPPersuasive Content
Competitive
Financial Info
Multiple Touchpoints, Many Conflicting Sources of Information
Executives’ Eyes Need to be Opened
Customer Experience Impacts
Aberdeen’s research indicates that companies creating documentation that is automatically
customizable to various use-cases achieve a 39% increase in customer satisfaction scores and a
16% decrease in inquiries made to customer support organizations. In both cases, this represents
over twice the impact achieved by companies without this capability.
David Houlihan, Senior Research Associate, Product Content Management
The Way Forward
Massive Paradigm Shift to Adoption Of XML and Dynamic Publishing
Content locked in contextInformation can’t easily appear in multiple context and can’t be tailored readily to audienceHigh costs of formattingContent gets out of synch and is difficult to refreshCustomers can’t find what they need
XML Topic MethodologyContent can be reshuffled for deliverableSame content can live in multiple outputsContent can be delivered easily as web pages to consumeMetadata and conditions can allow content to be tailored on the fly Content can be easily refreshed
Traditional Book Methodology Topic Based / DITA Methodology
Contracting Product Life Cycles
Research & Development
Market Life
PRDInternational
ReleaseEnglish Release Shelf Life
Trad
ition
al
Research & Development
Global Revenue & Market Capture Life
Mod
ular
writ
ing
LocalizationAuthor Review Publish
Author Review Publish Localize
Key:
VariationsOf Deliverables
Paradigm of Topics andDynamic Publishing
Market SegmentsVariations in Customer
Profiles
Product Variations
CD / Web
CD / Web
In the box
PDF, HTML, Web, Device
Evolution of Technical Information
Paper
HTML
DITA
Next Generation Customer Engagement
•DITA IS THE DELIVERY MECHANISM•NO PRE-CONVERSION TO HTML AHEAD OF TIME•FEEDBACK LOOPS FROM COMMUNITY•COMMUNITY COLLABORATION
DITA Flattening Out vs. Direct
HTMLDITA
Good: DITA Flattened Out
Best: DITA Direct
DITA DITA
HTML
Transform
Transform
Sub-setting
DITA CCM Web CMS
What about Wikis and Collaboration?
Methods PDF DITA to HTML Wikis Just in Time DITA
Search Weak Better Good StrongContent Reuse Yes Yes No YesCommunity Weak Better Yes YesConsistency of Information.Ability to Update
Weak Better Not easily Yes
Roundtrip Commenting
Weak Better Not easily Yes
Personalized Content
None Better Weak Best
Next Gen Interactive Technical Information
Next Generation Web Architecture
What about Support and Training and Learning
DITA is being adopted by Training and Learning organizationsDITA 1.2 has Training and Learning specializationThere is also a specialization for support contentOrganizations are looking for ways to leverage DITA content to professional services organizations as well
People, Process and Technology
Steps To Get There
Customer Engagement Content Model
Three steps in the deliveryPeople Change Management Learn to write in DITA topics and
collaboratively Develop new roles in an organization
Process Become “engineering like” Write once for reuse Collaborate on content Develop next generation Customer
Engagement Content Model
Technology Deploy Component Content
Management (CCM) systems Deploy Customer Facing DITA
Application
Developing the Customer Engagement Content Model
Step 1: Develop the ROI and sell itStep 2: DITA: The foundation Move from book methodology to “topic-based” structured writing Adopt DITA Expand DITA from Tech Pubs into other parts of the organization
Step 3: Map product taxonomies into DITA Using Maps, Conditions, Variables and Keyrefs
Step 4: Develop Personas / Market Segments Understand business market segments Within those segments understand roles and personas of customers Advocate and understand the customer Map into advanced conditions and metadata
Step 5: Deploy next generation online content architecture Interactive technical publication goes online and becomes personalized
Expanded Notions of Information Architecture
Product Categorization
MarketSegments
RolesPersonas
Sales / UpsellTouchpoints
SDL: Customer EngagementContent Model™
Sales
Marketing / Prod. Mgmt.
Marketing / Prod. Mgmt.
Engineering / Prod. Mgmt.
OutputsInputs
Current state
Future requirements
Leading practices
Strategic vision and goals
Consistent with vision and goals
Addresses current state issues
Meets future needs
Incorporates success factors
Best practices Plan
Recommendations
Discovery
SDL Discovery Day
Thank You for Joining Us
Next DITA webinar…The Path to Global Customer Experience: DITA with Quality Built InThursday, February 24, 2011To register: http://www.sdl.com/en/xml/events
Hear about DITA in person…2 day conference - Santa Clara,CAFocus on Engaged Global CustomerNo cost – Registration is requiredwww.sdl.com/innovate
Questions?
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