stop, collaborate, and listen: unlocking the potential of self-service help with renee schaefer

R E N E E S C H A E F E R C O D E 4 2 @ N O G I N O I DB O D Y L E V E L T H R E E

B O D Y L E V E L F O U RB O D Y L E V E L F I V E

Stop, Collaborate, and ListenUNLOCKING THE POTENTIAL OF YOUR SELF-SERVICE HELP

S O U RC E : “ F I R E D E T E C T O R” BY L S E N G ART , F L I C K RC C ATT R I B U T I O N 2 . 0 G E NE R I C

S O U RC E : “M E N S 1 0 0 M F I N A L S B R I T I S H C H AM PS AN D O LY M P I C T R I A L S” BY PA U L F O O T , F L I C K RC C ATT R I B U T I O N S H A R E -AL I K E 2 . 0 G E N E R I C

Slide 2

This is my productCODE42’S SELF SERVICE HELP

B O D Y L E V E L T W OB O D Y L E V E L T H R E E

B O D Y L E V E L F O U RB O D Y L E V E L F I V E

Why product management?

Product management has super powers!

S I R I U S D E C I S I O N S : T H E E C O N O M I C S OF S AL E S , M AR K E T I N G , AN D P R O D U C T AL I G N M E N T

• 19% faster revenue growth• 15% higher profitability

Alignment. Smart business.

– M A R I SS A KO P E C , S I R I U S D E C I S I O N S

“It’s not about marketing and sales alignment. It’s about alignment across the whole organization.”

Slide 7

Your tech pubs team needs you!YOU’LL BENEFIT FROM THE RESULTS

Gated help content

Gated help contentSTOP… DOING THINGS THE OLD WAY

– CO D E 4 2 CU S T O M E R

“It's easy to search and find a solution. Even if someone is looking on Google, the first links are usually to your support website, so it works good.”

Slide 11

Yeah, but tell me how it really works…

Publishing only PDFS T O P … D O I N G T H I N G S T H E O L D W A Y3 3 % O F P D F S N E V E R D O W N L O A D E D4 0 % D O W N L O A D E D < 1 0 0 T I M E SA C T U A L U S A G E U N K N O W N

– JA KO B N I E L S E N , P D F: U N F I T F O R H U M A N C O N S U M P T I O N

“For online reading, however, PDF is the monster from the Black Lagoon. It puts its clammy hands all over people with a cruel grip that doesn't let go.”

Slide 14

– JA KO B N I E L S E N , AV O I D P D F F O R O N - S CR E E N R E A D I N G

“Forcing users to browse PDF files makes usability approximately 300% worse compared to HTML pages. ”

Slide 15

– K A R E N M C G R A N E , CO N T E N T I N A ZO M B I E A P O C A LY P S E

“The fact is PDFs lock valuable content up in a format that makes it inaccessible for most people.”

Slide 16

– JA KO B N I E L S E N , P D F: U N F I T F O R H U M A N C O N S U M P T I O N

“Users get lost inside PDF files, which are typically big, linear text blobs that are optimized for print and unpleasant to read and navigate online. ”

Slide 17

• Reports from 2008 - 2012• 33% of PDFs never downloaded• 40% downloaded < 100 times• Actual usage unknown

World Bank’s study

S O U RC E : W O R LD B A N K , W H I C H W O R LD B A N K R E P O RT S AR E W I D E LY R E AD ?, 2 0 1 4

Product info this wayAND THAT WAY… AND THE OTHER WAY…

Multiple repositories again???YOUR CUSTOMERS DON’T CARE ABOUT YOUR ORG CHART

They get mad at your brandYOUR CUSTOMERS DON’T CARE ABOUT YOUR ORG CHART

S O U RC E : “ S AD B ABY, ” N AT E G R I G G , F L I C K R , C C ATT R I B U T I O N 2 . 0 G E N E R I C

– H A R VA R D B U S I N E SS R E V I E W, T H E T R U T H A B O U T CU S T O M E R E X P E R I E N C E, 2 0 1 3

“What reduced satisfaction was something few companies manage—cumulative experiences across multiple touchpoints and in multiple channels over time.”

Slide 22

It’s about the customer experience

Things weren’t always good

Slide 25

Support needed helpCOLLABORATE

– CO D E 4 2 CU S T O M E R

“You need to do better.” Slide 27

Re-buildingCOLLABORATE… WITH SUPPORT

– P R A G M AT I C M A R K E T I N G

“Nothing important happens in the office.” Slide 29

Know your audienceL ISTEN… TO YOUR CUSTOMERS AND CUSTOMER EXPERTS

– F O R R E S T E R , CO N TA C T C E N TE R S M U S T G O D I G I TA L O R D I E, 2 0 1 5

In 2014, web self-service was the channel of choice for 76% of people.

Slide 31

Slide 32

– CO D E 4 2 CU S T O M E R , CU S T O M E R S AT I S FA CT I O N S U R V E Y

“I did not have to talk to your support staff. I got what I needed on the online help documentation.”

Slide 33

– CO D E 4 2 CU S T O M E R , CU S T O M E R S AT I S FA CT I O N S U R V E Y

“I’ve mostly Googled my searches, which already took me to the right support pages.”

Slide 34

– CO D E 4 2 CU S T O M E R , CU S T O M E R S AT I S FA CT I O N S U R V E Y

“I did find Code42’s CrashPlan online documentation to be generally superior to most, and extremely well indexed and cross-referenced.””

Slide 35

Some of our tacticsCOLLABORATING WITH TECHNICAL SERVICES TEAMS

Slide 37

S O U RC E : P I N K B LU R RY U N I C O R N U N D E R A RA I N BO W, Z A K E E N A , CC ATT R I B U T I O N 4 . 0 I N T E R N AT I O N A L

Slide 38

It’s about infiltration

S O U RC E : “ I N F I LT RAT I O N : JAWA I N D I S G U I S E, ” J D H AN C O C K , F L I C K R , C C ATT R I B U T I O N 2 . 0 G E N E R I C

• Gating, unless regulated• Publishing PDF only• Multiple repositories

Stop…

• Start a dialog • Enlist the experts• Create useful content• Market internally• Look for opportunities

Collaborate…

S O U RC E : “ W O M E N ' S S O C C E R G A I N S M I L L I O N S O F N E W FAN S AT LO N D O N O LY M P I C S, ” C H R I S T O P H E R J O H N S ON , F L I C K R , C C ATT R I B U T I O N - S H AR E AL I K E 2 . 0 G E N E R I C

• To your customers• To your customer experts

Listen…

• Better customer experience• More efficient teams• Better SEO mojo• You control the conversation• Force multiplier

Prosper

R E N E E S C H A E F E R C O D E 4 2 @ N O G I N O I DB O D Y L E V E L T H R E E

B O D Y L E V E L F O U RB O D Y L E V E L F I V E

Stop, Collaborate, and ListenUNLOCKING THE POTENTIAL OF YOUR SELF-SERVICE HELP