Next Generation Customer Experience with DITA and Intelligent Content

Transcription

1 Next Generation Customer Experience with DITA and Intelligent Content Howard Schwartz, Ph.D., SVP Content Technologies Chip Gettinger, VP XML Technologies

2 Our Presenters Howard Schwartz, Ph.D. SVP Content Technologies SDL Chip Gettinger VP XML Solutions SDL

3 Agenda Today Defining Customer Experience and Why it Matters How Customer Experience Expectations are Changing The Barriers and Challenges for Technical Information How DITA and Intelligent Content Provides a Foundation Next Generation Customer Engagement Vision Steps to Get There Q&A

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5 The Hypothesis Technical Documentation / Information Development is being transformed from a backend delivery organization into an organization that impacts customer experience and customer engagement. This transformation is a significant paradigm shift. It is momentous. It impacts people, process and technology. It is comparable to the impact of marketing moving to the Web.

6 Major Pressures Are Changing How Companies Manage Technical Information

7 Responses to These Changes

8 Key Strategic Goals Let s look at the customer experience side of this equation.

9 The Integrated Customer Experience

10 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.

11 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.

12 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

13 What Keeps Customers Engaged Simply satisfying customers is not enough Key Touchpoints: every time customers interact with your organization, they either become a little more or a little less engaged Brand Alignment: no organization has a single unified brand. All must be measured and managed Local 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.

14 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 Smartphone Unit Shipments (Source: Forrester Research) Expected to exceed PC shipments by 2012 (Source: Morgan Stanley)

15 Trends in Customer Expectations Customer Expectations Are Changing With Regard to Technical Information Higher levels of Internet use Purchase and fact find more often over the Web Download docs before purchasing Show me just the information I need - when I need it (my product on my platform) Want answers on Smartphone Desire visual videos and interactive content Want to see video not just text

16 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

17 But What Customers Experience

18 The Current Challenges What are the Barriers?

19 Types of Info in Enterprise Technical Docs FAQs Training Specs Engineering Info Technical Support Professional Services Sales Marketing RFP Operations Product Positioning Brochures Persuasive Content Financial Info Competitive

20 Multiple Touchpoints, Many Conflicting Sources of Information

21 Executives Eyes Need to be Opened

22 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

23 The Way Forward

24 Massive Paradigm Shift to Adoption Of XML and Dynamic Publishing Traditional Book Methodology Topic Based / DITA Methodology Content locked in context Information can t easily appear in multiple context and can t be tailored readily to audience High costs of formatting Content gets out of synch and is difficult to refresh Customers can t find what they need XML Topic Methodology Content can be reshuffled for deliverable Same content can live in multiple outputs Content can be delivered easily as web pages to consume Metadata and conditions can allow content to be tailored on the fly Content can be easily refreshed

25 Contracting Product Life Cycles PRD English Release International Release Shelf Life Traditional Research & Development Author Review Publish Localization Market Life Modular writing Research & Development Global Revenue & Market Capture Life Key: Author Review Publish Localize

26 Paradigm of Topics and Dynamic Publishing Product Variations Variations Of Deliverables Market Segments Variations in Customer Profiles

27 Evolution of Technical Information Next Generation Customer Engagement DITA PDF, HTML, Web, Device DITA IS THE DELIVERY MECHANISM NO PRE-CONVERSION TO HTML AHEAD OF TIME FEEDBACK LOOPS FROM COMMUNITY COMMUNITY COLLABORATION HTML CD / Web PDF CD / Web Paper In the box

28 DITA Flattening Out vs. Direct Good: DITA Flattened Out DITA CCM Web CMS DITA Transform HTML Best: DITA Direct DITA Sub-setting Transform DITA HTML

29 What about Wikis and Collaboration? Methods PDF DITA to HTML Wikis Just in Time DITA Search Weak Better Good Strong Content Reuse Yes Yes No Yes Community Weak Better Yes Yes Consistency of Information. Ability to Update Roundtrip Commenting Personalized Content Weak Better Not easily Yes Weak Better Not easily Yes None Better Weak Best

30 Next Gen Interactive Technical Information

31 Next Generation Web Architecture

32 What about Support and Training and Learning DITA is being adopted by Training and Learning organizations DITA 1.2 has Training and Learning specialization There is also a specialization for support content Organizations are looking for ways to leverage DITA content to professional services organizations as well

33 Steps To Get There People, Process and Technology

34 Customer Engagement Content Model Three steps in the delivery People 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

35 Developing the Customer Engagement Content Model Step 1: Develop the ROI and sell it Step 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

36 Expanded Notions of Information Architecture Sales / Upsell Touchpoints Sales Roles Personas Marketing / Prod. Mgmt. Market Segments Marketing / Prod. Mgmt. Product Categorization Engineering / Prod. Mgmt. SDL: Customer Engagement Content Model

37 SDL Discovery Day Inputs Discovery Outputs Strategic vision and goals Recommendations Current state Best practices Plan Future requirements Leading practices Consistent with vision and goals Addresses current state issues Meets future needs Incorporates success factors

38 Thank You for Joining Us Next DITA webinar The Path to Global Customer Experience: DITA with Quality Built In Thursday, February 24, 2011 To register: Hear about DITA in person 2 day conference - Santa Clara,CA Focus on Engaged Global Customer No cost Registration is required

39 Questions?