beyond words: the reinvention of technical documentation
DESCRIPTION
Many organizations are now faced with the mandate to transform their publications into high quality customer touchpoints to support broader CXM initiatives beyond technical documentation. For many, contextual personalized product content also supports marketing efforts to engage with customers at all points in the customer journey.TRANSCRIPT
SDL Proprietary and Confidential
Andrew Thomas, Product Marketing Director, SDLSDL Customer Success SummitSeptember 2014
Beyond WordsThe Reinvention ofTechnical Documentation
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Agenda
○ Why Beyond Words?
○ Content
○ Collaboration
○ Richness
○ The Three B’s
Why Beyond Words?
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Customer experience
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The digital revolution has only started
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Smartphone sales overtook PC sales in 2011
Overtook feature phones April 2013
Only 1/3 of world population has internet access
2/3 of the world left to go1/3
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Cohesive and unified
“As organizations deliver experiences across a fractured array of touch points, pressure to delivera cohesive experience across all interactions mounts. Firms needto take a unified approach to digital experience that matches content, functionality, and brand personalityto user expectations – across multiple contexts.”
─ “The Unified CustomerExperience Imperative”,
Forrester Research, 2013
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Bringing them together
PRE-PURCHASE
Consider
Research
Evaluate
PURCHASE
POST-PURCHASE
Engage
Advocate
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SDL Customer Experience Cloud
LanguageAnalytics DocumentationSocial eCommerce Campaigns Web
Content
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Optimization
Quality automation
“One voice”
Global readiness
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Discovery
Faceted search
Taxonomies & folksonomies
Recommendation engines
Collaboration
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Easy creation tools
WYSIWYG formatting
Familiar interface
Cloud-based
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Streamlined review
Fully integrated
Interactive conversation
Closed loop feedback
Richness
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Multimedia
Rich media
Brand control
Interactivity
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Analytics
Gathering metrics
Measure at all levels
Actionable insights
The Three B’s
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Mobile channels
Content architecture
Adaptive vs. responsive
Device capabilities
AR
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Social networks
Social listening
Participation& sharing
Social intelligence
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Global access
All languages
Triage by use
Mixture of approach
Questions?
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