the professionalization of the director of content experience
TRANSCRIPT
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The Profession of Content Experience Specialist
MindTouch CEO, Aaron Fulkerson@Roebot #LavaCon
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A Little About Me
Aaron Fulkerson
● Co-Founder and CEO, MindTouch
● Customer self-service software
● Serving millions daily across high
tech, manufacturing, service, and
travel industries
@Roebot #LavaCon
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True or False?Automation and Artificial
Intelligence will eliminate
content jobs.@Roebot #LavaCon
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False, but...
● The ‘new’ versions of these jobs are nearly unrecognizable
● Evolve now, because old content jobs are quickly becoming obsolete
● Fortunately, the new content professional’s role is more important than
ever
@Roebot #LavaCon
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An Exciting Time for Content Professionals
@Roebot #LavaCon
● A new role that affects every stage of the customer journey
○ OLD: Tech Writer, Documentation Manager, or Knowledge Manager
○ NEW: Content Experience Manager or Director of Content Experience
● No longer a cost-center, metric driven
● Impacts: 1,2,3
1. Customer renewal and upsell 2. Customer acquisition3. Brand engagement
Measure your impact on these metrics, or your job will be automated.
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Content Experience Manager
Strategic and measurably impacts the organization
@Roebot #LavaCon
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Hallmarks of the Content Experience Role
● Customer focused
● Metric driven
● Cross-departmental (spanning silos)
● Holistic thinking (customer journey)
@Roebot #LavaCon
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Five Irreversible Trends
@Roebot #LavaCon
1. Customer preference
2. Disruption of indirect models
3. Success, not Support
4. New channels
5. AI and automation
Learn more:
http://mndt.ch/5-macro-trends
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of buyers turn to search engines first when researching products.(CEB, HBR, Gartner)
of customers buy only from vendors that provide product content online.(Acquity Group)
of customers would rather use self-service than a human assisted support Channel. (Forrester)
33% said they would rather ”clean a toilet” than wait for Support.(Aspect CX Survey)
92%72%79%
1. Self-Service is Undeniably the Preference
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Indirect vs. Direct Customer Engagement
Yahoo
Borders
Toys-R-Us
Sears
Blockbuster
General Motors, Ford
Blackberry, HTC, Nokia
Bally Fitness
Amazon.com
Netflix
Tesla
Apple
Core Power Yoga
}
2. Companies With Indirect Engagement Will Be Disrupted
Survival requires programmatically learning from you customers
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2. Direct engagement (self-service) is the
difference between life and death.
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Companies without a subscription model will be
out of business in 5-8 years.
Which is most important?
Customer satisfaction score, first call resolution,
mean time to resolution.
Or...
Renewal and Upsell?
3. Success or Support, The Metrics That Matter90% of most business revenue is from current customers.
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3. Content Analytics / Maps Drive All Key MetricsContent makes Customer Success Scalable
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4. New Channels Demand New Content Approaches
● Google reports more than 60% of Internet searches are done
on mobile
● 20%, 25% searches are voice on Android, and Windows
taskbar respectively (Gartner)
● Conversational AI platforms (Chatbots) will be the next big
paradigm shift in interfaces (Gartner)
● By 2025, the Internet of Things could generate more than
$11 trillion a year in economic growth. (McKinsey)
● Augmented / Virtual Reality growing from $5.2B to $162B
over next five years (BoAML)
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5. AI and Automation Will Replace Customer Support Jobs
● By 2020, 85% of customer support interactions will be automated (IBM)
● Self-Service innovations and new channels will replace human-assisted
support
● Break/fix (knowledge base) content can be automated from human
interactions
● Documentation, training, and best practice will require humans
● Coordinating departments will require humans (Marketing, Sales, Success)
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Being the Content Experience Manager
@Roebot #LavaCon
● Be customer first
● Be metric driven
1. customer renewal and upsell
2. customer acquisition
3. brand engagement
● Be cross-departmental
● Be holistic in your thinking
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Next Steps
@Roebot #LavaCon
● Put the customer needs and preferences first
○ Google’s AI is adjusting its algorithm to favor content that is best (and
quickest) to answer users questions
○ Ditch PDFs and cumbersome/dated delivery methods - instead think
micro-moments and customer journey
○ Data-driven content optimization
● Span silos
○ Functional team divisions should be imperceptible to customers
○ Tech Pubs + Training Team + Customer Success
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Calls to Action
@Roebot #LavaCon
● Maturity Model
○ Free webinar: http://mndt.ch/2h7Qdqv
○ http://mindtouch.com/blog (additional articles and research)
● Be agents of change for better content experiences
○ How can you content impact the support channel? What do they need
to get your content to the customers?
○ Identify another dept to engage and “blend” content
○ Share your takeaways and wins with your peers
○ Post with #ContentX and #LavaCon so we can follow along
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The Profession of Content Experience Specialist
MindTouch CEO, Aaron Fulkerson@Roebot #LavaCon