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Self-Service Content
Barcelona, Oct 1, 2014
Gerry [email protected]
www.customercarewords.com
@gerrymcgovern
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• Cross-functional collaboration• Quality, not quantity
• Design first for core / top tasks• Pair writing / collaboration
• Start with strategy, not tool• Process for content
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• Cohesive digital strategy• Cross-functional collaboration
• Content & UX collaboration• Test quickly, test often
• Findability• Structured content
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• Structure / metadata• Internet of things & people
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6© Customer Carewords Ltd. customercarewords.com
5 million visits
NO TIME TO UPDATE
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In a year, how many pages can Susan professionally manage?
100?
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200?
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300?
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500?
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700?
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1,000?
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Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Speed & Repetition
SLO
W T
O D
O
FA
ST T
O D
O
HIGH REPETITION LOW REPETITION
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Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Control vs Complexity
HIG
H C
OM
PLEX
ITY
LO
W C
OM
PLEX
ITY
HIGH DEMAND FOR CONTROL LOW DEMAND FOR CONTROL
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Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Implications & Vulnerability
HIG
H I
MP
LIC
ATIO
NS
LO
W
IMP
LIC
ATIO
NS
ENABLED CUSTOMERS VULNERABLE CUSTOMERS
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Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Service vs Self-Service Costs
LO
W S
ER
VIC
E S
TA
FF C
OS
TS
HIG
H S
ER
VIC
E S
TA
FF
CO
STS
LOW SELF-SERVICE COSTS HIGH SELF-SERVICE COSTS
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LOW ONLINE DEMAND HIGH ONLINE DEMAND
HIG
H S
ELF-S
ER
VIC
E C
OS
TS
LO
W S
ELF-S
ER
VIC
E
CO
STS
Sweet Spot for Web Self-Service
Comple
x
Compl
icat
ed
Simple
Self-service Sweet Spot
Face-to-Face Sweet Spot
Phone Sweet SpotDivorce
Planning permission
Standard contract questions
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Task 5 – CloningDoes Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning?
Task Performance
Critical Issues
TPI = 0Median time on task (sec) = 162
Target time on task (sec) = 30
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And the answer is ....
YES
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1.Simplicity2.Convenience 3.Control4.Speed5.Price6.Continuous improvement
Online self-service principles
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SIMPLICITY
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“Streamline" experiencePrevent "distractions"
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Whatever……
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TOP TASKSTINY TASKS
Content Publishing activity
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CONVENIENCE
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“dublinsunrise”
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CONTROL
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SPEED
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Time ClicksTime to Click Revenue
50 ms None None None200 ms -0.30% 500 ms None500 ms -1% 1.2 sec -1.20%1 sec -2% 2 sec -2.80%2 sec -4.40% 3 sec -4.30%
2009
2 second delay4% reduction in ad revenue
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2009
7 Seconds ofOrientation
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PRICE
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CONTINIOUSIMPROVEMENT
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We focus on user needs.
RELENTLESSLY
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46
November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.
Success/Failure Rates Completion Time
Password recovery = Minor Issues (50-59) TPI = 59
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47
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48
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49
May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.
Success/Failure Rates Completion Time
Password Recovery = Fair (60-69) TPI = 68
Good0-2.25 x Target
* All Failure times treated as 300 seconds
Minor Time Issue2.25-3.25 x Target
Major Time Issue3.25-5.75 x Target
Critical Time IssueAbove 5.75 x Target
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50
“Implementing the improvements required coordinated effort from multiple IT teams, usability and experience design people, and even content editors.”
Martin Hardee, Director for Cisco.com
AND EVEN CONTENT EDITORS!!!
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51© Customer Carewords Ltd. customercarewords.com
+353 87 238 6136
@gerrymcgovern
Thank you