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Power of DITA and Where Customer Experience is Headed

Chip Gettinger, VP XML Solutions May 9, 2013 cgettinger@sdl.com @cgettinger

– Concept of customer experience has

been around for a long time

• Customer Support

• Customer Satisfaction

• VoC (Voice of the Customer)

• CRM (Customer Relationship

Management systems)

– What’s new?

Terms That Have Been Around

2

• In his new book, Too Big to Know,

David Weinberger writes how the

Internet is the most amazing

source of knowledge and collective

intelligence the world has ever

known.

• Not first time availability of

recorded knowledge drove

progress

– Printing press was a truly

revolutionary object

– Changed entire ecosystems

What’s Changed

3

Variants = Content Explosion

Your

Message

Social Media Impact on Customer Experience

5

Social media has forever changed customer

experience management in profound ways.

How does one reach and engage a

customer in this new world?

• Post channel ownership

• Fragmented channels

• Multi-device engagement

• Social driven

• Ubiquitous customer to customer

communication

• Disintermediation of the company

between customers fragmented / silos

Texture of this New World

6

CXM is a strategy and

perspective within the corporation

for conducting business. As a

strategy, it implies

– A set of values and commitments

– A set of measurable objectives

– A way of doing business

What is CXM?

7

CXM complements and

contrasts with other major

strategies in the enterprise

• Top down initiative

• Measures customer experience

• Seeks 360° degree of the customer

• Relies on social analysis

• Is agile as a business

• Sees the Web as only one channel

Characteristics of A CXM Driven Company

8

P&L Themes CXM Themes

Profit and Revenue

are king

Good Profit vs. Bad

Profit is key

Manage to financial

market perspective

See things from

customer perspective

Measure financial key

indicators regularly

Measure promoters or

CSAT scores

CFO is responsible CFO has to buy in

Reports to market Reports to market

Reward based on

revenue

Reward based on

promoters

Contrasting Emphases

9

Starwood execs believe that clean,

sumptuous linens strike an

emotional chord with their clientele,

who were put off by seeing dark-

colored, dirty-looking bedspreads. It

didn't make financial sense initially

to go with fancy bed linens, but the

loyalty and buzz they've generated

more than justify the expense.

Customer Experience Balances P&L

10

Source: Need to verify

• First call completion in call center

• Measure response time

• Task completion rate on the Web

• Churn and returns

• Customer retention

Typical Key Performance Indicators (KPIs)

11

Net Promoters System (NPS), a

system developed originally by

Bain, is a strategy for measuring

customer experience by measuring

how customers answer a simple

question, “Would you recommend

this product to a friend?”

Net Promoter Scores / System

12

Benefits of NPS

• Measurable

• Clear

• Executive Lead

• Comparative

Companies Implementing

• Intuit

• Enterprise

• Dell

• Schwab

Examples of How Companies are Implementing NPS

13

Social Media Research Methodology

Virtual

ethnography:

Discovery &

learning

Social Media

Measurement:

Theme

validation to

‘define’ target

demographic

Data Analytics:

Identifying and

extracting a

target data set

reaching back

over 18

months

Demographic

data set

Benchmark

Report

SSM

development

Refresh

Demographic

data set Q2 Report

SSM

development

Refresh

Demographic

data set Q1 Report

SSM

development

On-going

tracking cycle

Stage 1 Stage 2 Stage 3

By reading, analysing and categorizing conversations, we can create differentiating search terms

200 hours of reading & analysis

Role and theme development

"cooking for allergies"

("kids" or "children") and "obesity"

("mother" or "mum") and "cleaning"

("mother" or "mum") and "housework"

("kids" or "children") and "housework"

("kids" or "children") and "chores"

"DD" and ("parent" or "family")

"DS" and ("parent" or "family")

"DH" and "family" and "kids"

"DC" and ("parent" or "family")

"mother" and "breast cancer" and "children"

"daughter" and "cervical cancer"

"Mum" and "anxiety"

"mum" and "stress"

"mother" and "anxiety"

"mother" and "stress"

("mother" or "mum") and " back to work"

"Stay at home mum"

"working mum"

(“mum” or “mother”) and (“home working” or “working from home”)

"children" and "bullying"

"son" and "bullying"

"daughter" and "bullying"

"daughter" and "the pill"

("kid" or "children") and "discipline"

"Child" and "custody" and "Boyfriend"

"Child" and "custody" and "girlfriend"

"divorce" and "children" and "custody"

"family" and "friendly"

"fostering" and ("children" or "kids")

("Kids" or "children") and "holidays"

"family" and "holidays"

("kids" or "children") and "tuition fees"

"Finding" and "Primary School"

"Finding" and "Secondary School"

"daughter" and "boyfriend" and "sex"

"son" and "girlfriend" and "sex"

"teenager" and "sleeping together"

"daughter" and "facts of life"

"son" and "facts of life"

"children" and "games" and "car journeys"

"children" and "entertain" and "car journeys"

"working mother"

("mother" or "DH") and "let off steam"

("mum or "Mother" or "DH") and "scream"

("mum" or "mother" or "DH") and "scream"

("mum" or "mother" or "DH") and "rant"

("mum" or "mother" or "DH") and "moan"

"meeting other parents"

"mother" and "Always Ultra" and "pads"

"mum" and "Always Ultra" and "pads"

"Managing" and "Family" and "Budgets"

"living on a budget" and "children"

"Saving money" and "family" and "Kids"

"mum" and "Duracell"

"mother" and "Duracell"

"mum" and "Fairy Liquid"

"mum" and "Fairy washing powder"

"mum" and "Fairy dishwasher tablets"

"mother" and "Fairy Liquid"

"mother" and "Fairy washing powder"

"mother" and "Fairy dishwasher tablets"

"mother" and "Gillette"

"mum" and "Gillette"

"mum" and "Lenor"

"mother" and "Lenor"

"mum" and "Max Factor"

"mother" and "Max factor"

"mum" and "Olay"

"mother" and "Olay"

"mother" and "Oral B"

"mum" and "Oral B"

"mother" and "pampers"

"mother" and "Pantene"

"mum" and "pantene"

"kids" and "pringles"

("mother" or "mum") and "sanitary towel"

("mother" or "mum") and "hair care"

("mother" or "mum") and "stains"

"family" and "stain removal"

"kids" and "stain removal"

"kids" and "washing powder"

"kids" and "fabric softner"

("mother" or "mum") and "skin care"

86 unique, defining search terms

48 conversation categories, 11 initial aggregate categories

1 Diet 1. Children's health

2 Health

3 Household

cleaning 2. Domestic issues

4 Family group 3. General family issues

5 Health 4. Mothers issues

6 Back to work

7 Stay at home

8 Work

9 Bullying 5. Universal parenting issues

10 Contraception

11 Discipline

12 Divorce

13 Family friendly

14 Fostering

15 Holidays

16 School

17 Sex

18 Travel

19 Work

20 Budgeting

21 Let off steam 6. Social release

22 Socialising

23 Always ultra 7. Target brands

24 Duracell

25 Fairy

26 Gillette

27 Lenor

28 Max factor

29 Olay

30 Oral b

31 Pampers

32 Pantene

33 Pringles

34 Feminine hygiene 8. Target categories

35 Hair care

36 Household

cleaning

37 Laundry

38 Skin care

39 Technology

support 9. Mothers and technology

40 Alcohol 10. Parenting teenagers

41 Depression

42 Drugs

43 Exams

44 Fostering

45 Piercing

46 Sex

47 Sexualisation

48 Tattoos

Product Content

Marketing

Support

Engineering

Field Service

Personnel

Training

& Learning Partners

PRODUCT CONTENT

The Customer Journey

Initial

Interest

Determining

Needs

Purchase

Decision

Investigating

Options

Continuing the Engagement

1st Out-of-the-

Box Experience

Getting

Started

In-depth

Tutorials

Advanced

Learning

The Customer Journey

The Customer Journey

Keeping Customers Satisfied

Initial

Problem

Searching

Resources

Resolution

Determining

Solution

Initial

Endorsement

Consistent

Praise

Recognized

Fan

Brand

Advocate

Legacy Trend

Monolithic Topic based

Generic Specific to market

segmentation

Channel Specific Device Independent

Product focused Customer Experience

focused

Silo’d Shared and Collaborative

One way Community and Interactive

R&D focused Sales / Support Focused

Text heavy Media rich / video

Information Transformations in the Market

• Gerry McGovern’s strategy outlined

in The Stranger’s Long Neck is one

excellent way to narrow the focus of

the enterprise on the content

produced

• Reducing customer’s quest to 100

top tasks

• Relentlessly focus the business on

how to drive processes and design

to meet those objectives

Task Completion on Web – Identify 100 Top Tasks

21

Community Colloboration is Key!

22

Your Content Must Be Easy to Share

Facebook, LinkedIn, Google +, and more

Content Reuse Enables Efficiency, Consistency, & Quality

Sales and Marketing

Product Development

Customer Support

Training and Learning

Contextualization

Mac User

PC User

Advanced

User

Beginning

User

Dynamic Content

Content Maturity Model

SDL LiveContent Solution

Delivering quality product content and user assistance

anywhere in the world, in any language, on any device.

• Reduce content development and

localization costs by 30-50%

• Drive down call center support costs by

increasing customer self-service

• Improve customer experience by

delivering consistent, compelling and

useful product content to customers

• Empower employees by providing a

collaboration platform for content

development

• Engage customers with dynamic and

social content

SDL LiveContent Features

Collaborative

Structured Wiki

Social Product

Content

Simple XML

Content Creation

Powerful DITA

Management

Content Engagement

Analytics

Multilingual Content

Management & Delivery

Multiple Channel

Delivery Rich Media

Integration

Underlying all of this is

DITA out of the box

out of the box

SDL Innovate 2013

Session Highlights

Making Social Insights Actionable

Rose Cameron, Hornall Anderson

Understanding Your Customers’ Journeys, Wherever They Are

Leigh-Anne Voigt, Microsoft

Creating a Total Customer Experience through Language,

Technology, Standards and Organizational Strategy

Marcia Metz, EMC

Improve Insight, Responsiveness & Individualization through

a Multi-channel Campaign

Oliver Watkins, Tabcorp

Experience Design for Today’s Perpetually Connected Customers

Ron Rogowski, Forrester Research, Inc.

SDL Technology Innovation Tracks

Learn more about SDL technology innovations on Friday.

With more than 30 sessions across multiple tracks, you'll

get cutting-edge technology insights and new strategies

for improving the customer experience.

Guy Kawasaki Co-founder of Alltop.com and Founding

partner at Garage Technology Ventures

Kerry Bodine Vice President & Principal Analyst,

Forrester Research, Inc.

Keynotes

Sponsors

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