Customer experience and making it work for dynamic product content (sdl)
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Transcript of Customer experience and making it work for dynamic product content (sdl)
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SDL Proprietary and Confidential SDL Proprietary and Confidential
SDL LiveContent Intelligent Content Conference February 8, 2013
Chip Gettinger, VP XML Solutions Content Management Technologies [email protected]
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The Customer Journey
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Product Content
Marketing
Support
Engineering
Field Service Personnel
Training & Learning Partners
PRODUCT CONTENT
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Content Maturity Model
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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
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Continuing the Engagement
Source: Frederick Reichheld – “Business marketing strategies”
VALUE OF AN EXISTING CUSTOMER
IMPORTANCE OF CUSTOMER RETENTION
“Retention is a lot more cost effective than acquisition” Carrie Johnson – Forrester Research
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The Customer Journey
Keeping Customers Satisfied
Initial Problem
Searching Resources
Resolution
Determining Solution
Initial Endorsement
Consistent Praise
Recognized Fan
Brand Advocate
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Preferred channel to Access Product Information
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Reasons for Using Product Information
Speak to a customer service agent
Chat online with a customer service agent
Look at product manual
Search engines
Search on company website
Source: “SDL Survey 2012.”
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4
Reasons for Using Product Information
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Learning about a product before use
Troubleshooting
Discovering new functions and features
Reasons for Using Product Information
Source: “SDL Survey 2012.”
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Bad News Travels Fast
Source: “From the November 2011 issue of Inc. magazine.”
Average number of people a customer will tell about a bad experience
“After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter” Harris Interactive, 2011 Customer Experience Impact Report
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What makes XML so powerful?
DIRECT VS FLATTENED
CONTENT REUSE
FUTURE PROOF
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Direct vs. Flattened
DIRECT & DYNAMIC
FLATTENED
Ubiquitous
Formatted
Shared
Siloed
Relevant
Inconsistent
Re-use
Locked
Personalized
Generic
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Content Reuse Enables Efficiency, Consistency, & Quality
Sales and Marketing
Product Development
Customer Support
Training and Learning
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Channel-specific Formatting Doesn’t Scale
AUTHOR
CONTENT
CHANNEL
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Separate Content from Format
CONTENT
CHANNEL
AUTHOR
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What makes content compelling?
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How do you deliver compelling content?
SOCIAL SHARING
PERSONALIZED CONTENT
MULTIMEDIA INTEGRATION
MEASURING ENGAGEMENT
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Your content must be easy to share
Facebook, LinkedIn, Google +, and more
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Personalization
Mac User
PC User
Advanced User
Beginning User
Dynamic Content
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Case Study
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Business Impact: • 100% reduction of DTP • 50% efficiency gain • Reduced translation
costs by 20% • Reduced returns for
spare parts
Profile: • Revenues: $2 billion • Employees: 6,737 • Countries: 8 time zones • Products: 70+
Business Drivers: • Reduce multiple processes and tools across
the organization • Achieve efficiency of content development
and localization cost reduction • On-Demand publishing of information to the
Website
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Case Study
Business Impact: • Faster time-to-market for
global launches • Significant reduction in
amount of content of authored
• Reduced time to market with content
• Significant increase in multilingual support with same budget
Profile: • Revenues: $1.3 B • One of fastest growing software companies • Employees: 6,300 • Leading Decision Management Software • Locations: 40+
Business Drivers: • Get ready to scale • Plan for global markets • Add 10 new languages • Scale content to meet new customer needs • Integrate with translation management
solution
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