LavaConOctober, 2016

Joe Gelb

Hide and Go Seek: Taxonomy and Delivery

Touchpoints are the building blocksof the customer experience. 

In The Past

(Forrester)

The Shift to Customer Experience

DISCOVER

SEARCH

RESEARCH

COMPARE

DECIDE

Source: Forrester Research, Inc.

Documentation Portal/Knowledge Base

CustomerCommunity

IoT CRM (Support)CRM (Sales)Web Search

USE

GET HELP

SHARE

PERSONALIZETRUST

EVANGELIZE

FRIEND

PURCHASE

Digital Experience Through Content Delivery

Improving CX via Content

Answer Help them get things done as quickly as possible

Engage But still have an incentive to stay with us afterwards

Key to Success: Deliver Relevant Content Quickly

END USER

Role: I’m an IT technician at a data centerGoal: How do I configure the Scan EngineContext: using the virtualization console in Linux?

USER DETAILS PREFERENCESOWNERSHIP ROLE GEOLOCATION ACTIONS

RELEVANTINFORMATION

HIDDENINFORMATION

NON-USEFULINFORMATION

INFO

Optimizing Support through Easy Access to Product Knowledge

INFO

SMES and technical writers contribution

END USER

CaseDeflection

Customer support

ProactiveExpert Advice

Ticket Submission

Quick-linkto solutions

Accessto restricted information

See solutions for similar issues

→ Common language and vocabulary, single voice

→ Common search and filter experience

→ Consistent perspective on user scenarios

→ Role

→ Goal

→ Context

Taxonomy is the Glue that Holds them Together

→ Hierarchical list of terms

→ Each term represents a semantic “subject” or “category”

→ For tech docs:

→ Describes our product domain

→ Models our use case scenarios

What is Taxonomy?

→ Option 1: Top Down – Create a hierarchical representation of our domain, or adapt an existing corporate taxonomy

→ Option 2: Agile – Based on user scenarios: role, goal, context

[Breaking down use case scenarios into a taxonomy]

→ Reality: You will use a combination of both….

Developing Your Taxonomy

→ Subject Scheme = Taxonomy + possibility for ontological relationships

→ Specialization of a DITA Map

→ Relationship tables can be used for relationships between subjects

→ Subject = facet

→ <subjectdef> used to define a facet

→ <navtitle> or @navtitle = facet title

→ @keys = global identifier for the facet

→ Nested <subjectdef> elements creates the hierarchy

→ <subjectHead> creates groupings of facets

Modeling Your Taxonomy Using a DITA Subject Scheme

→ Categorization of your content based on the subject matter

→ Achieved through “labelling” content with one or more term

→ Classification is done outside the actual content resources

→ It’s like sticking a label onto a book, but you can have many labels

→ Does not require you to change the actual content

→ Does not require you to “own” the content

→ [Classifying without metadata tagging….]

What is Classification?

→ Faceted search

→ Documentation Portal

→ Community

→ CRM / Knowledgebase

→ Cross-touchpoint discoverability

→ Content entitlements

→ Intelligent Context Sensitivity

→ IoT: Internet of Things

Putting Taxonomy Into Practice for Content Delivery

Product Content Hub

• Shared Taxonomy

• Classification

• Faceted & Full text-search

• SEO enablement

• Entitlements

• Personalization

• Content recommendations

• Cross touch-point enrichment

Formal Product Content

Call CenterKnowledge

BaseCustomer

CommunityDocumentation

PortalIoT App

Product Content Hub

Formal Product Content

docs.com

Call CenterKnowledge

BaseCustomer

CommunityDocumentation

PortalIoT App

FACETED SEARCH: DOCUMENTATION PORTAL

FACETED SEARCH: SALESFORCE KNOWLEDGEBASE

Example: Granting entitlements for installation Partners

→ They are more than just customers

→ We do not want them to see content internal for our company

Steps

1. Add access level to your taxonomy: e.g. “Partner”

2. Tag content that is specific for Partners

3. Create a new content role group and assign users to that group

Use Case: Content Entitlements

Today: Hard coding context IDs or URLs:

Next Generation: applications find topics with semantics to find the topic that is most contextually correct

→ http://docs.mycompany.com/csh?

→ context=34455&version=7.0

→ topicname=“install.html”&Product=prod-storm-cluster

→ Product=prod-storm-cluster&task=task-installation

→ Product=Router450&ErrorCode=16&Firmwarever=3.55&Audience=enduser

→ https://help.aternity.com/csh/?Product=console‐saas&Version=v9‐0&P1=ApplicationConfig&P2=ApplicationAdd&P3=dsh

Use Case: Intelligent Context Sensitive Help

→ IoT:

→ Network of physical objects that feature an IP address

→ Communication between these objects and other Internet-enabled devices and systems

→ IoT opens up new opportunities for delivery of tech docs:

→ Personalized delivery of content based on real-time device status

→ Applicable to troubleshooting, installation and configuration tasks

Use Case: IoT / Connected Devices

→ Heather is the proud owner of a Roomba 600 device

→ During a routine cleanup, the device stopped working and beeped 6 times.

IoT & the Evolution of Documentation Delivery: A User Story

Beep Beep Beep

WHAT DOES HEATHER DO?Beep Beep Beep

Roomba beeps 6 times

→ Forces the user to go-back-and-forth between the device and the browser

→ Error prone due to manual typing

→ Leads users to Google, exposed to misleading information

→ Not personalized to the specific traits of the customer’s device (model, version, firmware, error codes etc.)

USER EXPERIENCE: 2016

Next Generation User Experience:Personalized Taxonomy-based Content

1

2 Alert Received 3 Device Status 4 Topic Presented 

DocumentationCloud

DeviceStatus

Err 6

Customer Experience: 2017

Commands

Device Version, StatusError 6

Workflow Designer

<XML>

https://docs.acme.com/csh?Product=Roomba&version=450&ErrorCode=16&Firmware=3.55&Audience=enduser

Organization

→ Shared taxonomy between technical documentation, support and other groups that create content

Process

→ Implement an agile process

→ Analyze your customer journey

→ Update taxonomy based on new and updated customer journeys

Technology

→ Implement dynamic publishing supporting all touchpoints

Summing Up: Best Practices

RESULTS

EMPLOYEES

Increased Productivity

Improved Engagement

Knowledge Retention

SUPPORT AGENTS

Less Tickets

Lower AHT

Higher FCR

MARKETING

Site Traffic Boost

Brand Loyalty

Lower Effort

Increased Spend

Brand Loyalty

CUSTOMERS

ZOOMINSOFTWARE.COM

THANK YOU

Joe Gelbjoe.gelb@zoominsoftware.com