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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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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!
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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?
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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?
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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!
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
The Way You Design Your Content
Determines Customer Experience
– CONTENT STRATEGY –
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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?
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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!
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
After they buy your product,
what is your customers’
main communications
channel with you?
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
After they buy your product,
what is your customers’
main communications
channel with you?
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
You need to
communicate with them…
Presentation © 2014 Ray GallonThe Tran
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!
Presentation © 2014 Ray GallonThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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…
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
Integrated Stakeholder Communities
Not Just Your Usual
Favorite Beta Testers!
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
Integrated Stakeholder Communities
Primary objective:
Integrated, collaborative community
Creates value
Re-‐injects value into the system
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
“Create More Value Than You Capture”
-Tim O’Reilly
“And Capture a Lot!”-RG
Integrated Stakeholder Communities
Presentation © 2014 Ray Gallon@TransformSocThe Tran
sformatio
n Society
Accept Uncertainty!
Users are sure to say unexpected things, and you won’t like some of them!
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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?”
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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.
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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.
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
!
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
Presentation © 2014 Ray Gallon@TransformSocThe Tran
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
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