customer experience and making it work for dynamic product content
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SDL Proprietary and Confidential SDL Proprietary and Confidential
SDL LiveContent Intelligent Content Conference February 8, 2013
Chip Gettinger, VP XML Solutions Content Management Technologies [email protected]
The Customer Journey
Product Content
Marketing
Support
Engineering
Field Service Personnel
Training & Learning Partners
PRODUCT CONTENT
Content Maturity Model
Initial Interest
Determining Needs
Purchase Decision
Investigating Options
Continuing the Engagement
1st Out-of-the-Box Experience
Getting Started
In-depth Tutorials
Advanced Learning
The Customer Journey
Continuing the Engagement
Source: Frederick Reichheld – “Business marketing strategies”
VALUE OF AN EXISTING CUSTOMER
IMPORTANCE OF CUSTOMER RETENTION
“Retention is a lot more cost effective than acquisition” Carrie Johnson – Forrester Research
The Customer Journey
Keeping Customers Satisfied
Initial Problem
Searching Resources
Resolution
Determining Solution
Initial Endorsement
Consistent Praise
Recognized Fan
Brand Advocate
Preferred channel to Access Product Information
8
Reasons for Using Product Information
Speak to a customer service agent
Chat online with a customer service agent
Look at product manual
Search engines
Search on company website
Source: “SDL Survey 2012.”
4
Reasons for Using Product Information
9
Learning about a product before use
Troubleshooting
Discovering new functions and features
Reasons for Using Product Information
Source: “SDL Survey 2012.”
Bad News Travels Fast
Source: “From the November 2011 issue of Inc. magazine.”
Average number of people a customer will tell about a bad experience
“After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter” Harris Interactive, 2011 Customer Experience Impact Report
What makes XML so powerful?
DIRECT VS FLATTENED
CONTENT REUSE
FUTURE PROOF
Direct vs. Flattened
DIRECT & DYNAMIC
FLATTENED
Ubiquitous
Formatted
Shared
Siloed
Relevant
Inconsistent
Re-use
Locked
Personalized
Generic
Content Reuse Enables Efficiency, Consistency, & Quality
Sales and Marketing
Product Development
Customer Support
Training and Learning
Channel-specific Formatting Doesn’t Scale
AUTHOR
CONTENT
CHANNEL
Separate Content from Format
CONTENT
CHANNEL
AUTHOR
What makes content compelling?
How do you deliver compelling content?
SOCIAL SHARING
PERSONALIZED CONTENT
MULTIMEDIA INTEGRATION
MEASURING ENGAGEMENT
Your content must be easy to share
Facebook, LinkedIn, Google +, and more
Personalization
Mac User
PC User
Advanced User
Beginning User
Dynamic Content
Case Study
20
Business Impact: • 100% reduction of DTP • 50% efficiency gain • Reduced translation
costs by 20% • Reduced returns for
spare parts
Profile: • Revenues: $2 billion • Employees: 6,737 • Countries: 8 time zones • Products: 70+
Business Drivers: • Reduce multiple processes and tools across
the organization • Achieve efficiency of content development
and localization cost reduction • On-Demand publishing of information to the
Website
Case Study
Business Impact: • Faster time-to-market for
global launches • Significant reduction in
amount of content of authored
• Reduced time to market with content
• Significant increase in multilingual support with same budget
Profile: • Revenues: $1.3 B • One of fastest growing software companies • Employees: 6,300 • Leading Decision Management Software • Locations: 40+
Business Drivers: • Get ready to scale • Plan for global markets • Add 10 new languages • Scale content to meet new customer needs • Integrate with translation management
solution
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