1. The New Role for Documentation in Customer Experience Management SDL Innovate San Francisco | 11 June 2014 Tim Walters, Ph.D. | Partner, Principal Analyst twitter: tim_walters twalters@digitalclaritygroup.com www.digitalclaritygroup.com

2. DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption. 2" About Digital Clarity Group @$m_walters"@just_clarity" 3. 3" @$m_walters" 4. The New Role for Documentation in Customer Experience Management SDL Innovate San Francisco | 11 June 2014 Tim Walters, Ph.D. | Partner, Principal Analyst twitter: tim_walters twalters@digitalclaritygroup.com www.digitalclaritygroup.com How Documentation Practices Are Going to Make CXM a Reality Or Else 5. The presentation version of this deck begins with a summary of Stephen Greenblatts The Swerve (2011). That book relates how, in 1417, a book hunter named Poggio Bracciolini found perhaps the last extant copy of Lucretius On The Nature of Things (~58b.c.). Greenblatt convincingly argues that the rediscovery this great poem, which celebrated and extended the Greek atomist philosophy (all things made up of indescribably small particles that combine, dissolve, and recombine in an endless cycle) either literally or symbolically triggered the renaissance. Thus the medieval scriptorium, and the nameless scribes who copied and recopied the manuscript over more than 1000 years, arguably saved the world from the constraints of the dark ages and made modern culture and civilization possible. 5" Note to the abridged version 6. How DITA and Documentation Practices Are Going to Make CXM a Reality. Seriously. SDL Innovate San Francisco | 11 June 2014 Tim Walters, Ph.D. | Partner, Principal Analyst twitter: tim_walters twalters@digitalclaritygroup.com www.digitalclaritygroup.com 7. ! The CXM Imperative ! What do empowered consumers want? ! Why do companies struggle to deliver it? ! How does CXM affect documentation? ! How do documentation practices effect CXM? (Or, Why Youre the Superheroes) ! First steps 7" Flow @$m_walters" 8. 8" A strategic inection point Source:"Based"on"Andy"Grove,"Only"the"Paranoid"Survive,"1996" @$m_walters" STATUS%QUO% Business" failure" Business" success" 9. Strategic inflections can come from anywhere: new technologies, new competition, new regulations, new customer values and habits, etc. anything that has a significant impact on the business itself or the industry as a whole. Andy Grove 9" @$m_walters" 10. 10" CXM is todays fundamental SI Business" success" STATUS%QUO% Business" failure" ! Digital disruptions ! Era of empowered consumers ! Basic shift in the business environment ! Impacts every firm, regardless of industry Impact:"Failure"to"provide" superior"customer"experiences" leads"to"irrelevance"and"business" decline" @$m_walters" 11. Consumers are empowered by information and shared opinions, and they are emboldened by choice. They have developed an appetite for rich and rewarding interactions, and they rarely hesitate to seek alternatives when disappointed. Increasingly, companies will succeed and fail according to the quality of the digital experiences that they offer. - The CEM Imperative: Experience Management in the Age of the Empowered Consumer Digital Clarity Group 11" @$m_walters" 12. 12" Consumers gain voice and choice @$m_walters" 13. ! Accelerates the flow of information ! Democratizes the production of information ! Dissolves the monopoly over information As the industrial revolution was defined by radical efficiency in production, the digital revolution is defined by radical efficiency in information transmission -- Mike Aruz (e.g., Uber, Airbnb) 13" Digital disruption . . . 14. 14" Empowered consumers by the numbers Source:"hOp://ciooQhefuture.com/5SshiQsSthatSwillSshapeStheSfutureSofSit/" 15. Only" 15" 1%" feel"their" expecta$ons" for"good" customer" service"are" always"met"" Source:"Harris"Interac$ve"survey"of"North"American"consumers,"2011."" Among U.S. consumers @$m_walters" 16. 16" Say they have switched business to a competitor due to poor customer experience Source:"Haaris"Interac$ve"survey"of"North"American"consumers,"2011.."Commissioned"by"RightNow." @$m_walters" 17. How much is at stake? $5,900,000,000,000 17"Source:"Accenture,"2013"Global"Consumer"Pulse"Research.""Photo:"hOp://www.tSna$on.com/free_online_ar$cle/most_recent/ train_like_a_man_5_the_real_paleo_exercise" 18. #CXM isnt the Next Big Thing. It is the Next Only Thing. 18" 19. 19" Consumers expect insight Source:"Dynamic"Markets"study"for"Experian,"January"2012." Understanding means, e.g., taking account of preferences, purchase history, and other provided information. 84% said they would no longer buy from a company that failed to understand. @$m_walters" 20. 79% Companies"asking"same"ques$ons"or" marke$ng"same"oer"across"channels" Sources of consumer frustration 65% Inconsistent"oers"or"content" 74% Site"content"that"has"nothing"to"do"with"their" interests" Source:"Accenture"Global"Consumer"Pulse"Report,"2014." @$m_walters" 79% Companies"secng"false"promises" 21. 21" onsistent oherent ontextual Consumers reward the three Cs . . . @$m_walters" informa$on"and"messages" narra$ve"and"brand"rela$onship" knows"and"understands"me" 22. Omni is a good word for it 23. #CXM means: Embracing the shift from #CRM to #CMR. (Thanks to @collsdad) 23" Source:"hOp://sapinsider.wispubs.com/Assets/Ar$cles/2014/January/SPI_Feature_FromSCRMStoStheSCustomerSManagedSRela$onship" ." 24. 24" 25. ! In Forresters 2014 CX Index, 11% of companies received a top grade ! Accenture surveyed over 13,000 consumers in 33 countries about 10 industries Despite investments and initiatives, no CX metric has improved consistently in the past five years. All metrics lost ground in 2013 Companies have been playing not to lose 25" Answer: You suck Source:"Accenture"Global"Consumer"Pulse"Report,"2014."hOp://blogs.hbr.org/2013/06/newSresearchSyoureSdoingScusto/" 26. Documentation and technical content breaks out of the customer support jail, and may now engage consumers in various formats across the entire customer journey. 26" How CXM affects documentation 27. 27" 28. Empowered, AORTA consumers can and will demand documentation content at the time, place, format, channel, and device of their choosing. Sellers must not only respond, they must anticipate such new uses. 28" Takeaway 29. Content and asset creation, management, orchestration, reuse, tracking, and optimization as practiced/supported by documentation teams is the only way for companies to reasonably COPE with CXM. ~ or ~ Ask not what documentation can do for CXM, as how CXM is made possible by documentation practices. 29" How documentation effects CXM 30. 30" COPE = Create Once Publish Everywhere Content" Web" Print" Social" App" RSS" Video" Thanks"to"Deane"Barker."See:"hOp://www.slideshare.net/blendinterac$ve/copeingSmechanismStheSperilSandSpromiseSofScreateSonceS publishSeverywhere"" 31. 31" CXM is COPE-IER = COPE for segments, in journeys Content" Social" Video" Print" Web" App" RSS" Thanks"to"Deane"Barker."See:"hOp://www.slideshare.net/blendinterac$ve/copeingSmechanismStheSperilSandSpromiseSofScreateSonceS publishSeverywhere"" A" B" C" D" B" C" B" C" 32. We cant afford to be thinking about creating content for any one platform. We cant be thinking about crafting a website. Instead, we have to think about how are we going to put more effort into crafting the description of our content, how are we going to put more effort into explaining all the different bits of our assets. And what thats going to allow us to do is reuse our content more effectively and get more value out of it. Nic Newman, BBC 32" Its all about Adaptive Content Thanks"to"Karen"McGrane"See:"hOp://karenmcgrane.com/2012/09/04/adap$ngSourselvesStoSadap$veScontentSvideoSslidesSandS transcriptSohSmy/onceSpublishSeverywhere"" 33. The message ! trumps the MEDIUM 33" In other words . . . 34. ! Structure ! Purity ! Intelligence 34" Omnichannel CXM needs content with: 35. STRUCTURE ! MRU (minimum reasonable unit, re Deane Barker) ! Discrete, flexible, agile, freely combinable, reusable experience assets 35" 36. PURITY ! WYSIWYG? ROTFLMAO! ! Create messages, narrative elements, engagement legos not pages, print, or any other format 36" 37. 37" Thanks"to"Deane"Barker."See:"hOp://www.slideshare.net/blendinterac$ve/copeingSmechanismStheSperilSandSpromiseSofScreateSonceS publishSeverywhere"" 38. INTELLIGENCE ! Experience architecture(s) ! Taxonomy, metadata, tagging ! Governance ! Describe/track/verify how, when, where, why assets have been combined/deployed, and to what effect 38" 39. 39" So its really just ? 40. 40" Denitely. Maybe. Stay tuned. 41. Summary ! What your produce plays a significant role in CXM across journey stages, formats, devices, and segments. ! However: How you produce it DITA and other structured processes is far more important for the operationalization of on-going, effective CXM. ! Orchestration of exceptional omnichannel experiences this is the consumer demand is impossible without structured, pure, intelligent assets and the mature, reliable process for producing, combining, deploying, tracking, and analyzing them. ! In other words, Lucretian atomism. ! Its up to the scriptorium to save the world. Again. 41" @$m_walters" 42. ! Touchpoints (web site, app, call center) are too specific ! Customer lifecycle is too broad and unpredictable ! Customer journey is just right it combines end-to-end experience with clear outcomes and team responsibilities 42" Where to start? @$m_walters" 43. 43" Selected journeys (McKinsey) 44. Tim Walters | Partner, Principal Analyst @tim_walters twalters@digitalclaritygroup.com www.digitalclaritygroup.com