Bridging the Customer Experience Gap: The Right Content to the Mobile Customer at the Right Time

Tom Smith, Product Marketer, SDL, @thomas_smithyHenrik Evanth, Process Manager, Sony Mobile

I

my smartphone

I Love My Smartphone

47%use their smartphone on the toilet or in the bathroom

10% Of Internet Traffic Is Mobile

I Love My Smartphone

Source: Google, http://www.thinkwithgoogle.com/mobileplanet/en/

The Changing Face Of Mobile Product Content

Source: Google, http://www.thinkwithgoogle.com/mobileplanet/en/

The Changing Face Of Product Content

47%Use technical communication to learn more about a product before they buy it

Source: Golan Harris -SDL Structured Content Product Information Survey

• Stats on multimedia usage/learning

• Embedded video to drive home the point?

Good Content = Better Support

“Media-rich, targeted information makes it easier to solve a problem on my own.”

Source: Golan Harris -SDL Structured Content Product Information Survey

87.3%

Self-Service is Cheap

Source: “From the November 2011 issue of Inc. magazine.”

Call center technical support

Web self-service

Customer service channel

(Approximate cost per contact)

Customer Satisfaction

It costs $12 on average per technical support call. It costs only 10c for a self-service transaction

SDL Proprietary and ConfidentialSDL Proprietary and Confidential

Structured Content Supports a Mobile Future

Unstructured Can’t Scale

• Talk about multichannel customer experience (tablets, phones, pcs)

• Talk about emerging channels that we don’t even know yet (TVs, something new?)

• Traditional pub requires one-off effort for _each_ channel

• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper

AUTHOR

CONTENT

CHANNEL

DITA Supports Future Devices

• Talk about multichannel customer experience (tablets, phones, pcs)

• Talk about emerging channels that we don’t even know yet (TVs, something new?)

• Traditional pub requires one-off effort for _each_ channel

• XML frees the content from the format (form vs function / page vs topic) which allows companies to address new channels more easily/cheaper

AUTHOR

CONTENT

CHANNEL

DITA Supports Multi-Channel in Context

• Revisit personalization infographic but with additions

– Show how search results lead to pre-filtered content

– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)

How Do You Translate This To Mobile? Do you?

Should it be more like this?

Challenges of Mobile Delivery

“The right information when I need it”

“Only show me what I am interested in”

“Depending on my choices the content should adapt”

“I should not have to spend time finding what I am looking for”

Only show me what I am interested in: Personalization

• Infograph showing one publication being filtered for various user types (beginner vs. advanced, mac vs. pc, etc.)

• Show how this can add a human element to the content (like our kitty cat vs. cold biz buildings photo example in the demo)

Phone User

Tablet User

AdvancedUser

BeginningUser

Dynamic Content

Only show me what I am interested in: Filtered Search

• Revisit personalization infographic but with additions

– Show how search results lead to pre-filtered content

– Show how content can be rendered appropriately based on the platform (video-only for the phone, video and two-column view for the tablet, traditional tri-pane help for the pc)

Beginning User Advanced User

RESULTS

SEARCHSEARCH

RESULTS

Direct & Dynamic: Adaptive Content

• Somehow show the flexibility of structured content vs. losing that when flattening it / publishing it to a static output

• Probably an infographic

DIRECT & DYNAMIC

FLATTENED

Ubiquitous Shared Relevant Re-use Personalized

Formatted Siloed Inconsistent Locked Generic

I should not have to spend time looking: Findability

• Maybe an infographic?

• Need to demonstrate the power of semantic markup / XML here

• Friendlier for search engines (flat HTML and PDF is harder to search than XML)

Structured Content & Self-Service: Evolution

• Searchability

• Relevance

• Ubiquitous

• Content Utility (Analytics)

Reuse, repurpose, time-to-market, lower translation costs

But, the content to the user was still static…

Topic-based Writing

Minimalism CMS DITA

Structured Content & Self-service: DITA helps

Use DITA richness for

dynamic output

Deliver DITA to help

application: variables,

conditions etc.

Control your content!

Keeping Track of Content

• First mention of DITA

• Show how re-use drives consistency AND lowers cost (less content to manage)

• Probably an infographic

User Guide

White Paper

FAQ

Customer Support

Keeping track of the content: Challenges

• Need a similar slide that shows three main categories:

– Familiarity

– Reviewable

– Feedback

Keywords Consistency of naming

Terms

• Folder structure not enough• Relationships• Metadata values• Updating of folder naming conventions

Keeping track of the content: Example

FAQ on Web

White Paper

User Guide

“The new feature allows you to share your photos on your TV set. Using the new ZDF setting, you can connect to up to 5 TV sets at the same time. Just make sure that the TV sets are turned on.”

“Number of TV sets that can be connected: 5”

“Q: How many TV sets can you connect to using ZDF? A: You can connect 5 TV sets”

Keeping track of the content: Example Solution

• Reuse between publication types is tricky • How would you handle the TV set examples?• Conditions?

• All information in the same topic – No too complicated• Separate topics

• Prefix , folder structure – Yes• Metadata – Yes• Related topics tags – No

Scenario-Based Communication

• Should it be stored in the Camera section or Social media in the folder structure?

• We have seen that you can end up with topics spanning three areas.

• Need for scenario-based communication

• How should this information be handled?

Summary

• Embrace complexity

• Consider scenarios and the experience

• It’s just the beginning

• Is mobile just another channel?

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