ray gallon - your most important business asset - build a better end-to-end customer experience;...

Presentation © 2014 Ray GallonThe Tran

sformatio

n Society

@TransformSoc

Your Most Important Business Asset

Build a better end-‐to-‐end customer experience

Ray Gallon

Presentation © 2014 Ray Gallon@TransformSocThe Tran

sformatio

n Society

5500 Radiation Overdoses…

…In the city of Epinal, France, between 1987 and 2006, according to the then minister of health.

24 victims, between 2004 and 2006 received massive overdoses, during prostate cancer treatment.

Five died.Well Designed Content Can Prevent This


sformatio

n Society

http://www.revenuexl.com/Portals/62006/images//worried%20Doctor-resized-600.jpg

Major Causes of the Epinal Incident

SOURCE: Wack, G., Lalande, F., & Seligman, M.-D. (2007). Résumé du rapport ASN n° 2006 ENSTR019-IGASn°RM2007-015P sur l'accident de

radiothérapie d'Epinal. Paris, France: Inspection Générale des Affaires Sociales.

Retrieved from http://lesrapports.ladocumentationfrancaise.fr/BRP/074000198/0000.pdf

Human Error

Poor Interface

No French manual


sformatio

n Society

http://www.revenuexl.com/Portals/62006/images//worried%20Doctor-resized-600.jpg

Major Causes of the Epinal IncidentHuman Error

Poor Interface

No French manual

How could well-‐structured intellige

nt content help avoid

these problems?

SOURCE: Wack, G., Lalande, F., & Seligman, M.-D. (2007). Résumé du rapport ASN n° 2006 ENSTR019-IGASn°RM2007-015P sur l'accident de

radiothérapie d'Epinal. Paris, France: Inspection Générale des Affaires Sociales.

Retrieved from http://lesrapports.ladocumentationfrancaise.fr/BRP/074000198/0000.pdf


sformatio

n Society

Design information th

at

empowers customers to

make better decisi

onsCreate struc

tured information that is

findable, reusable, access

ible, and

understandable

Learn from customers

Encourage and promote

customers’ expertise levels

They will reward you with your

most important business asset!


sformatio

n Society

what this does, what good is it, how I access it

this task, the next task, a different task, troubleshooting

the product, how others use it, my options

why I need to do this, how this works

what is important, what to do next

with the exterior

As a User and Customer, I Want to...Know

Do

Explore

Understand

Decide

Integrate & Combine

Does y

our pr

oduct

help m

e do t

his?


sformatio

n Society

Your User Interface Has ContentContent is hard to get at in this interface

Information provided gives negative image

But it’s very honest, which gives positive image

What’s the most important business value to communicate?


sformatio

n Society

Your User Assistance Has Content

Do we really need to give all these options at once? I just want to put an image in my slide – tell me the most common way to do it and give me links to other options!


sformatio

n Society

The Way You Design Your Content

Determines Customer Experience

– CONTENT STRATEGY –


sformatio

n Society

So What Do We Mean By Content Strategy?

A repeatable system that defines the practice of planning for content

creation, delivery, and governance, i.e., the entire editorial content

development process, in support of meaningful interactive experiences.

-‐K. Halvorson, R. Shefield, R. Lovinger

Editorial + Technical + GovernanceEnterprise-‐Wide


sformatio

n Society

Why Do You Need a Content Strategy?

Clear standards and goals for all business critical communications

Manage content complexity

User workflow – minimize error

Governance and obsolescence control

Regulatory and safety Structure

Tracking and traceability

Archiving

http://4.bp.blogspot.com/-jaIA7c7EPy0/UT4_m1sq5YI/AAAAAAAACKk/eN6trFdM3rU/s640/EPE+CONSISTENCY.jpeg

You’ll save money, too


sformatio

n Society

Aligns conte

nt with

business go

als

Reduces creation costs

Reduces localization costs

Moves content from cost to business asset

Improves user (customer) experience

Ensures cons

istent,

coherent m

essage

http://t0.gstatic.com/images?q=tbn:ANd9GcQi7ckrZQa5XXSJUjJTLelKxIRyvXqKMUoVaIlxchi_Ey7pZNqwxMRgH751Ig

Why Do You Want a Content Strategy?


sformatio

n Society

Does Your Content Strategy Include Your Product?

Seen this before?

Is it helpful?

What impression does a user get of your company when s/he sees this?

THIS IS CONTENT!


sformatio

n Society

Extrait de l’atlas catalan, école majorquine, ca. 1375 Bibliothèque

Nationale de France

If the user gets lost, does s/he have a map to find the way back?

?

Helping users get out of trouble is one of your most important activities


sformatio

n Society

After they buy your product,

what is your customers’

main communications

channel with you?


sformatio

n Society

Users get angry when they waste their time looking for information that isn’t there!

you

http://longforsuccess.com/wordpress/wp-content/uploads/2011/03/frustrated-300x200.jpg

Language, Emotions, Culture, Communicationhttp://xc0re.net/blog/wp-content/uploads/2014/02/Frustrated-User.jpg

they


sformatio

n Society

You need to

communicate with them…


sformatio

n Society

@TransformSoc@RayGallon

…And Your Silos Don’t Matter to Them

Inte

ract

ion

Des

ign

Mar

keti

ng

Trai

ning

Sup

port

/Ser

vice

Pro

duct

Mgm

t

Tech

nica

l D

ocum

enta

tion

http://www.wired.com/insights/wp-content/uploads/2013/02/silo_6601.jpg

Adapted from Noz Urbina

Your Customers Don’t Give A Fig About Your Org Chart!


sformatio

n Society

@TransformSoc@RayGallon

Aligns conte

nt with

business go

als

Reduces creation costs

Reduces localization costs

Improves user (customer) experience

Ensures cons

istent,

coherent m

essage

http://t0.gstatic.com/images?q=tbn:ANd9GcQi7ckrZQa5XXSJUjJTLelKxIRyvXqKMUoVaIlxchi_Ey7pZNqwxMRgH751Ig

Why Do You Want a Content Strategy?

Moves content from cost to business asset


sformatio

n Society

Integrated Stakeholder Communities

Not user groups or user forums

Not a Facebook Page

Integrated communities

Everyone is a stakeholder:

Internal – everyone, 100%

External -‐ consultants, customers…


sformatio

n Society


Not Just Your Usual

Favorite Beta Testers!


sformatio

n Society


Primary objective:

Integrated, collaborative community

Creates value

Re-‐injects value into the system


sformatio

n Society

“Create More Value Than You Capture”

-Tim O’Reilly

“And Capture a Lot!”-RG



sformatio

n Society

Accept Uncertainty!

Users are sure to say unexpected things, and you won’t like some of them!


sformatio

n Society

Implications of Integrated Stakeholder Communities

As co-‐operation builds, the community’s self image grows in stature.

Thinking goes beyond contingent need.

As value is captured and fed back into the system, adherence to the product and the company grows.

“What I do

can be

useful for

others”

“What others do has an effect on what I can use” -‐

“does their YouTube post have good tags so

I can find it?”


sformatio

n Society

A Community Needs AnimationIn many Romance languages, the word for

“moderator” is “animator.”

Moderation implies damping.

Animation implies stimulation.

The animator helps guide the community toward

finding its common vision.

The animator is a catalyst to vectorise the

community.

http://www.coursepark.com/blog/wp-content/uploads/2011/08/iStock_000007302205XSmall.jpg

https://tinylittlestars.files.wordpress.com/2013/05/feminista.jpg?w=560


sformatio

n Society

Usual Manner of Integrating User Feedback

The Product

SME’s/Dev

Intranet

CRM

Marketing

UX

Internal Stakeholders

Wiki

Extranet

Social Nets

User groups/forums

User Communities

User testing & research

Tech Comm


sformatio

n Society

Learning Objects,

SCORM, etc.

Vectorising: Integrated User Feedback

SME’s/Dev

Internet

CRM

Marketing

WikiExtranet

Social Nets

User groups/forums

Integrated Stakeholder Community

Tech CommUser testing & research LMS

The Product

UX

Impacts

Influences

Interacts with

Integrates

Helps

Feed into

Facilitates

Feeds into

Fertilizes

Adds value to


sformatio

n Society

Capturing Value from yourIntegrated Stakeholder Community

Foster and encourage creativity.

Use your animators to en

able participants.

Encourage open structures that fa

cilitate a variety of interactions

Use your own judgment, but first listen carefully

Provide multiple venues


sformatio

n Society

Learn from Users: Data Mine the Questions

The top level of user feedback integration is simply to integrate questions.

Questions tell you what a person wants to know, but also what s/he already knows.

Example: in a webinar, someone asked, It strikes me that there's similarities with the Lean methodology: particularly Kanban, progressive disclosure, the Neme's Why? questioning and a focus on interruptions. Is this something Ray has


sformatio

n Society

What the Question Tells Us1/2The questioner has already looked at the ideas of Lean Information Flow, and has some understanding of them.

S/he attended the first webinar in the series, where I talked about progressive disclosure.

Her/his understanding of the ideas presented in session 2 are functioning near the top of the cognitive spiral, as he s/has been able to integrate them, reflect and evaluate them, and frame a question that goes beyond what is specifically discussed in the session.


sformatio

n Society

What the Question Tells Us 2/2

In asking the question, the participant is also sharing his/her observation with the community – those attending the session, and those who will watch the recording.

Community members might be motivated to look into Lean Information Flow and make their own conclusions. If we had an appropriate forum, they also might be motivated to express their conclusions to the community.


sformatio

n Society

OK, so I’ve Captured it – now what?

Make impro

vements ev

erywhere a

ll the tim

e

If something isn’t working, put it out

to the community

Let them solve problems, control

excessive negative criticism

Be a good curator

Encourage debate

Know when to stop


sformatio

n Society

Your SME’s and other

colleagues, too!

Creating More from Your Captured ValueIt’s an iterative process!

Nothing

can b

uy yo

u more custome

r loyalty than

includ

ing them

in yo

ur de

cision

-‐making

!


sformatio

n Society

I’m Ray Gallon - The Humanist Nerd

20 years in technical communication with major companies such as G.E. Healthcare, IBM, etc.

Member, board of directors, Society for Technical Communication (STC)

Past president, STC France

Award-‐winning radio producer and journalist – CBC, NPR, France Culture, etc. and former programme manager, WNYC-‐FM, New York Public Radio

Research collaborator and principal, The Transformation Society, a new research and training institute in Barcelona, Spain

Owner/Consultant, Culturecom – specialist in business process improvement through communication


sformatio

n Society

What We Do

Analyse your needs and help you get a jump on complexity

Help you design and architect a content strategy, user information systems, communication

Work with you to capture value from your users

Workshops, webinars, or training to help manage and adapt to change

The Tran

sformation

Society


sformatio

n Society

Be a Change AgentBe steadfast...

...Only trees that take root are able to change the environment.

Presentation © 2014 Ray Gallon

Thank You

Email: [email protected]

Google Plus: +Ray Gallon Twitter: @RayGallon

LinkedIn: Ray Gallon

@TransformSocThe Tran

sformatio

n Society

Pass me your business card Let’s talk!

Portions of this presentation based on research by

the Transformation Society Research group.

Rant of a Humanist Nerd http://humanistnerd.culturecom.net

Blog:

http://humanistnerd.culturecom.net

ray gallon - your most important business asset - build a better end-to-end customer experience;...

Business

designed content

wayyou designyour content

user interface

major causes

user assistance

p sur laccident

epinal incident source

rapport asn n