beyond words: the reinvention of technical documentation

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SDL Proprietary and Confidential Andrew Thomas, Product Marketing Director, SDL SDL Customer Success Summit September 2014 Beyond Words The Reinvention of Technical Documentation

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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.

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Page 1: Beyond Words: The Reinvention of Technical Documentation

SDL Proprietary and Confidential

Andrew Thomas, Product Marketing Director, SDLSDL Customer Success SummitSeptember 2014

Beyond WordsThe Reinvention ofTechnical Documentation

Page 2: Beyond Words: The Reinvention of Technical Documentation

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Agenda

○ Why Beyond Words?

○ Content

○ Collaboration

○ Richness

○ The Three B’s

Page 3: Beyond Words: The Reinvention of Technical Documentation

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

Page 8: Beyond Words: The Reinvention of Technical Documentation

88

SDL Customer Experience Cloud

LanguageAnalytics DocumentationSocial eCommerce Campaigns Web

Page 9: Beyond Words: The Reinvention of Technical Documentation

Content

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Optimization

Quality automation

“One voice”

Global readiness

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Discovery

Faceted search

Taxonomies & folksonomies

Recommendation engines

Page 12: Beyond Words: The Reinvention of Technical Documentation

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

Page 15: Beyond Words: The Reinvention of Technical Documentation

Richness

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Multimedia

Rich media

Brand control

Interactivity

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Analytics

Gathering metrics

Measure at all levels

Actionable insights

Page 18: Beyond Words: The Reinvention of Technical Documentation

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

Page 22: Beyond Words: The Reinvention of Technical Documentation

Questions?

Page 23: Beyond Words: The Reinvention of Technical Documentation

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This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or

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