self service content principles: gerry mcgovern @ confabeu 2014
DESCRIPTION
Gerry McGovern at Confab Europe 2014. Keynote on how to create great content for online self-serviceTRANSCRIPT
Self-Service Content
Barcelona, Oct 1, 2014
Gerry [email protected]
www.customercarewords.com
@gerrymcgovern
• Cross-functional collaboration• Quality, not quantity
• Design first for core / top tasks• Pair writing / collaboration
• Start with strategy, not tool• Process for content
• Cohesive digital strategy• Cross-functional collaboration
• Content & UX collaboration• Test quickly, test often
• Findability• Structured content
• Structure / metadata• Internet of things & people
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5 million visits
NO TIME TO UPDATE
In a year, how many pages can Susan professionally manage?
100?
200?
300?
500?
700?
1,000?
Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Speed & Repetition
SLO
W T
O D
O
FA
ST T
O D
O
HIGH REPETITION LOW REPETITION
Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Control vs Complexity
HIG
H C
OM
PLEX
ITY
LO
W C
OM
PLEX
ITY
HIGH DEMAND FOR CONTROL LOW DEMAND FOR CONTROL
Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Implications & Vulnerability
HIG
H I
MP
LIC
ATIO
NS
LO
W
IMP
LIC
ATIO
NS
ENABLED CUSTOMERS VULNERABLE CUSTOMERS
Best Over The Phone
Perfect for Self-Service
A Mix of Channels
Face-to-Face Most Suitable
Self-Service? Service vs Self-Service Costs
LO
W S
ER
VIC
E S
TA
FF C
OS
TS
HIG
H S
ER
VIC
E S
TA
FF
CO
STS
LOW SELF-SERVICE COSTS HIGH SELF-SERVICE COSTS
LOW ONLINE DEMAND HIGH ONLINE DEMAND
HIG
H S
ELF-S
ER
VIC
E C
OS
TS
LO
W S
ELF-S
ER
VIC
E
CO
STS
Sweet Spot for Web Self-Service
Comple
x
Compl
icat
ed
Simple
Self-service Sweet Spot
Face-to-Face Sweet Spot
Phone Sweet SpotDivorce
Planning permission
Standard contract questions
Task 5 – CloningDoes Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning?
Task Performance
Critical Issues
TPI = 0Median time on task (sec) = 162
Target time on task (sec) = 30
And the answer is ....
YES
1.Simplicity2.Convenience 3.Control4.Speed5.Price6.Continuous improvement
Online self-service principles
SIMPLICITY
“Streamline" experiencePrevent "distractions"
Whatever……
TOP TASKSTINY TASKS
Content Publishing activity
CONVENIENCE
“dublinsunrise”
CONTROL
SPEED
Time ClicksTime to Click Revenue
50 ms None None None200 ms -0.30% 500 ms None500 ms -1% 1.2 sec -1.20%1 sec -2% 2 sec -2.80%2 sec -4.40% 3 sec -4.30%
2009
2 second delay4% reduction in ad revenue
2009
7 Seconds ofOrientation
PRICE
CONTINIOUSIMPROVEMENT
We focus on user needs.
RELENTLESSLY
46
November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.
Success/Failure Rates Completion Time
Password recovery = Minor Issues (50-59) TPI = 59
47
48
49
May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.
Success/Failure Rates Completion Time
Password Recovery = Fair (60-69) TPI = 68
Good0-2.25 x Target
* All Failure times treated as 300 seconds
Minor Time Issue2.25-3.25 x Target
Major Time Issue3.25-5.75 x Target
Critical Time IssueAbove 5.75 x Target
50
“Implementing the improvements required coordinated effort from multiple IT teams, usability and experience design people, and even content editors.”
Martin Hardee, Director for Cisco.com
AND EVEN CONTENT EDITORS!!!
51© Customer Carewords Ltd. customercarewords.com
+353 87 238 6136
@gerrymcgovern
Thank you