Bridging the Customer Experience Gap: The Right Content to the Mobile Customer at the Right Time
Tom Smith, Product Marketer, SDL, @thomas_smithyHenrik Evanth, Process Manager, Sony Mobile
I
my smartphone
I Love My Smartphone
47%use their smartphone on the toilet or in the bathroom
10% Of Internet Traffic Is Mobile
I Love My Smartphone
Source: Google, http://www.thinkwithgoogle.com/mobileplanet/en/
The Changing Face Of Mobile Product Content
Source: Google, http://www.thinkwithgoogle.com/mobileplanet/en/
The Changing Face Of Product Content
47%Use technical communication to learn more about a product before they buy it
Source: Golan Harris -SDL Structured Content Product Information Survey
• Stats on multimedia usage/learning
• Embedded video to drive home the point?
Good Content = Better Support
“Media-rich, targeted information makes it easier to solve a problem on my own.”
Source: Golan Harris -SDL Structured Content Product Information Survey
87.3%
Self-Service is Cheap
Source: “From the November 2011 issue of Inc. magazine.”
Call center technical support
Web self-service
Customer service channel
(Approximate cost per contact)
Customer Satisfaction
It costs $12 on average per technical support call. It costs only 10c for a self-service transaction
SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Structured Content Supports a Mobile Future
Unstructured Can’t Scale
• Talk about multichannel customer experience (tablets, phones, pcs)
• Talk about emerging channels that we don’t even know yet (TVs, something new?)
• Traditional pub requires one-off effort for _each_ channel
• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper
AUTHOR
CONTENT
CHANNEL
DITA Supports Future Devices
• Talk about multichannel customer experience (tablets, phones, pcs)
• Talk about emerging channels that we don’t even know yet (TVs, something new?)
• Traditional pub requires one-off effort for _each_ channel
• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper
AUTHOR
CONTENT
CHANNEL
DITA Supports Multi-Channel in Context
• Revisit personalization infographic but with additions
– Show how search results lead to pre-filtered content
– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)
How Do You Translate This To Mobile? Do you?
Should it be more like this?
Challenges of Mobile Delivery
“The right information when I need it”
“Only show me what I am interested in”
“Depending on my choices the content should adapt”
“I should not have to spend time finding what I am looking for”
Only show me what I am interested in: Personalization
• Infograph showing one publication being filtered for various user types (beginner vs. advanced, mac vs. pc, etc.)
• Show how this can add a human element to the content (like our kitty cat vs. cold biz buildings photo example in the demo)
Phone User
Tablet User
AdvancedUser
BeginningUser
Dynamic Content
Only show me what I am interested in: Filtered Search
• Revisit personalization infographic but with additions
– Show how search results lead to pre-filtered content
– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)
Beginning User Advanced User
RESULTS
SEARCHSEARCH
RESULTS
Direct & Dynamic: Adaptive Content
• Somehow show the flexibility of structured content vs. losing that when flattening it / publishing it to a static output
• Probably an infographic
DIRECT & DYNAMIC
FLATTENED
Ubiquitous Shared Relevant Re-use Personalized
Formatted Siloed Inconsistent Locked Generic
I should not have to spend time looking: Findability
• Maybe an infographic?
• Need to demonstrate the power of semantic markup / XML here
• Friendlier for search engines (flat HTML and PDF is harder to search than XML)
Structured Content & Self-Service: Evolution
• Searchability
• Relevance
• Ubiquitous
• Content Utility (Analytics)
Reuse, repurpose, time-to-market, lower translation costs
But, the content to the user was still static…
Topic-based Writing
Minimalism CMS DITA
Structured Content & Self-service: DITA helps
Use DITA richness for
dynamic output
Deliver DITA to help
application: variables,
conditions etc.
Control your content!
Keeping Track of Content
• First mention of DITA
• Show how re-use drives consistency AND lowers cost (less content to manage)
• Probably an infographic
User Guide
White Paper
FAQ
Customer Support
Keeping track of the content: Challenges
• Need a similar slide that shows three main categories:
– Familiarity
– Reviewable
– Feedback
Keywords Consistency of naming
Terms
• Folder structure not enough• Relationships• Metadata values• Updating of folder naming conventions
Keeping track of the content: Example
FAQ on Web
White Paper
User Guide
“The new feature allows you to share your photos on your TV set. Using the new ZDF setting, you can connect to up to 5 TV sets at the same time. Just make sure that the TV sets are turned on.”
“Number of TV sets that can be connected: 5”
“Q: How many TV sets can you connect to using ZDF? A: You can connect 5 TV sets”
Keeping track of the content: Example Solution
• Reuse between publication types is tricky • How would you handle the TV set examples?• Conditions?
• All information in the same topic – No too complicated• Separate topics
• Prefix , folder structure – Yes• Metadata – Yes• Related topics tags – No
Scenario-Based Communication
• Should it be stored in the Camera section or Social media in the folder structure?
• We have seen that you can end up with topics spanning three areas.
• Need for scenario-based communication
• How should this information be handled?
Summary
• Embrace complexity
• Consider scenarios and the experience
• It’s just the beginning
• Is mobile just another channel?
Future Role of Tech Writer Communicator