toward a unified customer experience
TRANSCRIPT
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TOWARD A UNIFIED CUSTOMER EXPERIENCE
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ABOUT USContent Management & Strategy
Consultant@PatNBurrows
Director, Technical Content, [email protected]@EMC.com
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THE CUSTOMER JOURNEY
Leverage tools & information that allow the customers to size, scope, analyze the return on their potential Investment & do Proof of Concepts
Provide a seamless interface into the purchasing process, allowing the customer to drive
Enhance the install & configure process through personalized support, best practices & reference architectures
Empower the customer with proactive communications, a rich user community & access to tools & infrastructure
Deliver continuous info & services, enabling seamless interaction across EMC
VALU
E
LOYALTY
AWARENESS& CONSIDERATION
USE & DEVELOP EXPERTISE
UPGRADEINSTALL & CONFIGURE
PURCHASEDELIVERING
MAXIMUM VALUE & CREATING
ADVOCATES FOR EMC
DELIVERING VALUE & INCREASING LOYALTYAnalytics to continuously gather
insight & enrich the customer
experience
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How do you maintain and refresh a long-term, enterprise-level CX strategy when your world is constantly changing?
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CHALLENGES FACING EVERY INFORMATION DEV TEAMWHY THE CLIMB THE MOUNTAIN?
Info Dev silos & organizational complexity
Consistency, quality, customer experience
Information growth & refresh rate
Resource constraints
Value articulation
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ENTERPRISE DITA AND CXCX BENEFITS
Better content quality Information consistency
Unified presentation (same look & feel)
Less duplication Flexible output types to
meeting changing needs More searchable content Better localization quality
INTERNAL CHALLENGE▪ Leadership change
▪ Organizational complexity▪ Attrition & resource cuts▪ Maintenance & support ▪ Acquisitions & mergers ▪ DITA isn’t for everything▪ Other factors (budgets,
politics, business goals)
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GO LIVE
FOR I
NFO D
EV G
ROUP
S WITH
PDF &
WEB HE
LP.
BUILD
OUT IN
FRAS
TRUC
TURE
; DEV
ELOP
STAN
DARD
S AND
PROCE
SSES
.
PLAN
AND EX
ECUT
E MIGRA
TION O
F 12 I
NFO D
EV
GROUP
S.
Transformation
Transformation
Transformation
SUPPORT ENVIRONMENT; DEVELOP NEW FEATURES.
EMC CLIMBS BIG ROCKS WITH DITABOULDERING
DEVEL
OP INF
ORMAT
ION MODEL
AND PR
OMOTE
BUSIN
ESS P
LAN F
OR STR
UCTU
RED AU
THORIN
G.
MERGE
R
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MID-CLIMB & LOOKING AHEAD
Old Aches
• Info Dev silos & org complexity• Info growth; refresh rate•Resource constraints•Value articulation
Bumps along the way
•Too many output types•Too many conflicting strategies•Too many new feature requests•Compromised capacity•Legacy strategies and styles
New demands
•Need and executive demand for collaborative authoring
•Re-use across products & solutions•Demand for business analytics, AGAIN•Competing BU-specific CX strategies
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2015: REFRESH, REGROUP, REFOCUS
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VISION• Content through community and
collaboration
MISSION• Deliver global, collaborative, open
online content
IMPACT• Join 200+ info dev professionals from
15 groups around common goals
EMC INFORMATION EXPERIENCE, EST. 2015
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IX REFRESH
“Journey of Learning”• Shared our stories to understand
different contexts• Review of existing processes
and priorities• Establish a team identity and vision• Identified common themes
and challenges
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IX REGROUPNEW OUTLOOK
• Leaders seek fresh ideas & share/adopt best practices• Ensure value across the enterprise• Increase consistency to improve CX• Drive common initiatives to improve CX
OLD HABITS
• Competed for resources• Followed Engineering-prescribed agenda• Failed to show the business value of changing CX
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Customer Information Experience
User ResearchContent Strategy
Standards & Processes
Writer ExperienceAuthoring Tools
Publishing ChannelLab
Training
CommunityCollaborationBest Practices
CommunicationConnection with Others
TalentEstablishing Culture
Building/Strengthening Teams
IX REFOCUS
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CX FOR INFO DEV: THE NEXT PHASEDefine a content strategy to drive:• A unified customer information experience
across EMC• Alignment with the customer’s journey• Successful collaboration and content
development beyond tech pubs• Standards for content development for all
content contributors (IDD and beyond)• Communicating with and learning from
our customers– Usage metrics = business intelligence– Direct avenues of feedback
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Open
Content
Collaborative
Authoring
Community
&
Social
• Phase 1: Search engines access all current content
• Phase 2: New model for Web publication
• NextGen: All content deploys to Web in a consistent way
• Implement tool chain
• Drive adoption in “jumps”—Tech writers & SMEs, then beyond
• Evaluate ROI• Reality
check: understand use cases, educate on tools, set proper expectations
• Aggregate content on InfoHubs hosted on Community Network
• Promote content on social channels (Twitter, LinkedIn, FB)
• Expand content creation to blogging
CX ADVANCES & BEST PRACTICES
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BUSHWHACKING
New Business Transformation brings
– Multiple changes; new initiatives & focus areas
– Executive shifts– Internal product cohesiveness &
Solutions are growing– Organizational overlap
increasing– Acquisition potential
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LONG-TERM VISIONMOVE FROM PROVIDING INFO TO CUSTOMERS TO GENERATING INFO ABOUT THEM
• BI: Content is the cornerstone!– We have valuable information
customers need.– We can put it on the web and track
customer usage.– We can link usage to content and
content to structured metadata. …And so we have valuable information the business needs.
Information developers can…generate the largest amount of knowledge about customers by understanding high-level and
low-level content usage.
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KEY TAKE-AWAYSKEYS TO SUCCESS
Adaptability & Perseverance
Take a conservative approach to enterprise content management.• Ensures
stability & quality.
• Keeps maintenance & support under control.
Use Community models for
scalability & a sense of ownership
for all.
See transitions as opportunities.• Re-evaluate
your tools and processes.
• Revise long-standing proposals.
Well-managed content is a foundation for successful change.• Your house is in
order.• Content can
easily take a new shape.
• Metadata enhances metrics.
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Questions