joe gelb: taxonomy and delivery
TRANSCRIPT
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LavaConOctober, 2016
Joe Gelb
Hide and Go Seek: Taxonomy and Delivery
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Touchpoints are the building blocksof the customer experience.
In The Past
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(Forrester)
The Shift to Customer Experience
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DISCOVER
SEARCH
RESEARCH
COMPARE
DECIDE
Source: Forrester Research, Inc.
Documentation Portal/Knowledge Base
CustomerCommunity
IoT CRM (Support)CRM (Sales)Web Search
USE
GET HELP
SHARE
PERSONALIZETRUST
EVANGELIZE
FRIEND
PURCHASE
Digital Experience Through Content Delivery
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Improving CX via Content
Answer Help them get things done as quickly as possible
Engage But still have an incentive to stay with us afterwards
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Key to Success: Deliver Relevant Content Quickly
END USER
Role: I’m an IT technician at a data centerGoal: How do I configure the Scan EngineContext: using the virtualization console in Linux?
USER DETAILS PREFERENCESOWNERSHIP ROLE GEOLOCATION ACTIONS
RELEVANTINFORMATION
HIDDENINFORMATION
NON-USEFULINFORMATION
INFO
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Optimizing Support through Easy Access to Product Knowledge
INFO
SMES and technical writers contribution
END USER
CaseDeflection
Customer support
ProactiveExpert Advice
Ticket Submission
Quick-linkto solutions
Accessto restricted information
See solutions for similar issues
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→ Common language and vocabulary, single voice
→ Common search and filter experience
→ Consistent perspective on user scenarios
→ Role
→ Goal
→ Context
Taxonomy is the Glue that Holds them Together
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→ Hierarchical list of terms
→ Each term represents a semantic “subject” or “category”
→ For tech docs:
→ Describes our product domain
→ Models our use case scenarios
What is Taxonomy?
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→ Option 1: Top Down – Create a hierarchical representation of our domain, or adapt an existing corporate taxonomy
→ Option 2: Agile – Based on user scenarios: role, goal, context
[Breaking down use case scenarios into a taxonomy]
→ Reality: You will use a combination of both….
Developing Your Taxonomy
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→ Subject Scheme = Taxonomy + possibility for ontological relationships
→ Specialization of a DITA Map
→ Relationship tables can be used for relationships between subjects
→ Subject = facet
→ <subjectdef> used to define a facet
→ <navtitle> or @navtitle = facet title
→ @keys = global identifier for the facet
→ Nested <subjectdef> elements creates the hierarchy
→ <subjectHead> creates groupings of facets
Modeling Your Taxonomy Using a DITA Subject Scheme
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→ Categorization of your content based on the subject matter
→ Achieved through “labelling” content with one or more term
→ Classification is done outside the actual content resources
→ It’s like sticking a label onto a book, but you can have many labels
→ Does not require you to change the actual content
→ Does not require you to “own” the content
→ [Classifying without metadata tagging….]
What is Classification?
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→ Faceted search
→ Documentation Portal
→ Community
→ CRM / Knowledgebase
→ Cross-touchpoint discoverability
→ Content entitlements
→ Intelligent Context Sensitivity
→ IoT: Internet of Things
Putting Taxonomy Into Practice for Content Delivery
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Product Content Hub
• Shared Taxonomy
• Classification
• Faceted & Full text-search
• SEO enablement
• Entitlements
• Personalization
• Content recommendations
• Cross touch-point enrichment
Formal Product Content
Call CenterKnowledge
BaseCustomer
CommunityDocumentation
PortalIoT App
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Product Content Hub
Formal Product Content
docs.com
Call CenterKnowledge
BaseCustomer
CommunityDocumentation
PortalIoT App
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FACETED SEARCH: DOCUMENTATION PORTAL
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FACETED SEARCH: SALESFORCE KNOWLEDGEBASE
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Example: Granting entitlements for installation Partners
→ They are more than just customers
→ We do not want them to see content internal for our company
Steps
1. Add access level to your taxonomy: e.g. “Partner”
2. Tag content that is specific for Partners
3. Create a new content role group and assign users to that group
Use Case: Content Entitlements
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Today: Hard coding context IDs or URLs:
Next Generation: applications find topics with semantics to find the topic that is most contextually correct
→ http://docs.mycompany.com/csh?
→ context=34455&version=7.0
→ topicname=“install.html”&Product=prod-storm-cluster
→ Product=prod-storm-cluster&task=task-installation
→ Product=Router450&ErrorCode=16&Firmwarever=3.55&Audience=enduser
→ https://help.aternity.com/csh/?Product=console‐saas&Version=v9‐0&P1=ApplicationConfig&P2=ApplicationAdd&P3=dsh
Use Case: Intelligent Context Sensitive Help
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→ IoT:
→ Network of physical objects that feature an IP address
→ Communication between these objects and other Internet-enabled devices and systems
→ IoT opens up new opportunities for delivery of tech docs:
→ Personalized delivery of content based on real-time device status
→ Applicable to troubleshooting, installation and configuration tasks
Use Case: IoT / Connected Devices
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→ Heather is the proud owner of a Roomba 600 device
→ During a routine cleanup, the device stopped working and beeped 6 times.
IoT & the Evolution of Documentation Delivery: A User Story
Beep Beep Beep
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WHAT DOES HEATHER DO?Beep Beep Beep
Roomba beeps 6 times
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→ Forces the user to go-back-and-forth between the device and the browser
→ Error prone due to manual typing
→ Leads users to Google, exposed to misleading information
→ Not personalized to the specific traits of the customer’s device (model, version, firmware, error codes etc.)
USER EXPERIENCE: 2016
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Next Generation User Experience:Personalized Taxonomy-based Content
1
2 Alert Received 3 Device Status 4 Topic Presented
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DocumentationCloud
DeviceStatus
Err 6
Customer Experience: 2017
Commands
Device Version, StatusError 6
Workflow Designer
<XML>
https://docs.acme.com/csh?Product=Roomba&version=450&ErrorCode=16&Firmware=3.55&Audience=enduser
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Organization
→ Shared taxonomy between technical documentation, support and other groups that create content
Process
→ Implement an agile process
→ Analyze your customer journey
→ Update taxonomy based on new and updated customer journeys
Technology
→ Implement dynamic publishing supporting all touchpoints
Summing Up: Best Practices
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RESULTS
EMPLOYEES
Increased Productivity
Improved Engagement
Knowledge Retention
SUPPORT AGENTS
Less Tickets
Lower AHT
Higher FCR
MARKETING
Site Traffic Boost
Brand Loyalty
Lower Effort
Increased Spend
Brand Loyalty
CUSTOMERS