Digital Site Management for the Product Management Department (Concurrency Corporation)

Digital Site Management for the Product Management Department

(Concurrency Corporation)

ContentsExecutive SummaryCurrent State AnalysisFuture State AnalysisBusiness CaseAdoption & Implementation PlanningNext Steps

2

BackgroundYour organization currently faces a number of challenges related to its management of externally-facing Websites, including:

Challenging and costly to keep Websites fresh and to post new contentCannot easily surface important info important to visitors, increasing volume of costly support callsCannot maintain brand identity across sitesIT is a bottleneck for posting content and business users do not know HTMLLack of brand consistency and content policy applications across Website sitesCannot deliver “YouTube”-like functionality on sitesCannot use sites to build/maintain customer communities

3

Engagement ParticipantsParticipant Name Department Role

(name) (department) (title)






4

Executive SummaryConcurrency proposes expanding upon your current Office System deployment to digitally reach and retain site visitors with a familiar, unified platform that makes authoring easy and enables community and self-serviceImplementing the proposed Digital Site Management Solution will provide you with:

Business unit Web content self-publishing for Marketing and Customer Service DepartmentsRich Web 2.0 capabilities with wikis, blogs, tagging, ratings, and rankings for Web content to enhance the customer experience and drive site visitor retention Improved Web content management and disposition through application of content types and retention policies52% decrease in labor required to develop Web contentReduce overall reporting cycle time by 82%Anticipated annual benefit of $260,000 5

Executive Summary

6


7

Process Phase Description

Marketing and Customer Service departments develop and review new product content for external Website

Content sent to IT Department for initial publication; staged content reviewed and approved by Marketing and Customer Service Departments prior to release

New and existing customers access Web content to inform potential purchase or to seek answers to product questions

Content published to Website periodically updated and eventually retired

Key Stakeholders

• Marketing Department• Customer Service

Department

• IT Department• Marketing Department• Customer Service

Department

• Customer• Customer Service

Department

• IT Department• Marketing Department• Customer Service

Department

High-Level Problems Identified

• Content created separately by both departments in Word documents, limiting consistency and increasing review time

• Users lack rich Web 2.0 capabilities with existing tools

• IT is a bottleneck for posting content

• No escalation process to drive efficiency

• Email becomes de-facto workflow engine

• Marketing and Customer Service must re-review content to make sure it displays as desired on staging pages

• Inability of visitors to self-service on Web results in costly support calls.

• We need to use our sites to build/ maintain customer communities.

• Little brand consistency nor content policies across our sites

• Stale and outdated content remains available long after useful life

Impact

• Cannot easily surface important info important to visitors

• Less rich customer experience with Website

• Challenging and costly to keep our Websites fresh and to post new content

• Lengthy publishing process increases likelihood of stale content

• Customers cannot find info they seek and either turn to competitors, or call customer service, increasing support costs

• Customers cannot find info they seek and either turn to competitors, or call customer service, increasing support costs

Current State Process Analysis

Create and Review Content

Publish Web Content

Access Web Content

Maintain Web Content

Digital Site Management Process Analysis Summary

8

9

Current State Process Diagram

Total Labor: 17.25 Hours

Total Labor: 11 Hours


Total Elapsed Time: 15 Days

Your Website

Current State Process Diagram

10



Total Elapsed Time: 10 Days

Total Labor: 1 Hour

Your Website


11

Future State Process AnalysisPerformance Reporting Process Phases – Analysis Summary

12

New Process Phase Description

Marketing and Customer Service departments develop content enabled by rich Web 2.0 capabilities for external Website without IT support

Marketing department publishes the external Web content they want, when they want without requiring IT support

New and existing customers access Web content to inform potential purchase or to seek answers to product questions

Streamlined content management through application of content types and automated standards for retirement

Key Stakeholders


Department

• Marketing Department • Customer• Customer Service

Department


Department

High-Level Improvements

• Web content authoring experience is like Word and in the context of the Web page itself, not “cut/paste”

• Quick page creation, editing, publishing, and language variation

• Easily add podcasts and streaming video

• Automatic workflows for content review prior to publishing

• Business unit self-publishing

• Consistent branding is easy, publishing internally and externally is consistent experience

• Loyal customers get enhanced Web 2.0 experiences with wikis, blogs, tagging, ratings, and rankings

• The best search experience

• Build community and self-service for interest groups

• Common content types and policies across site collections, ensuring Web content adheres to overall content management strategy

• Set up content types and policies to auto-create and dispose of content

• Improved discoverability and ability to place content on legal hold

Impact / Benefit

• Strengthened ability to track and retain customers through richer Website content

• Reduced need for follow-up reviews as authors can see how their content will display while it is developed

• Significantly faster Web content publication cycle

• Reduced risk of content obsolescence

• Reduced IT involvement frees up IT time for more important activities

• Richer content drives new customer revenue

• Improved product content reduces existing customer call volume (e.g., self-service help)

• Customer forum and ranking activities helps drive customer community, and ultimately brand loyalty

• Reduced cost to maintain content

• Decreased risk of stale content on Website


Publish Web Content

Access Web Content

Maintain Web Content

LevelOfComplexity

Low

High

High

Low

5

3

3 5

1

Value to Business

Prioritized Process Solutions

13

1

Deliver rich Web 2.0 capabilities to improve customer experience with wikis,

blogs, tagging, ratings, and rankings(SharePoint Server 2010)

Enable Marketing and Customer Service Department Web self-

publishing(SharePoint Server 2010)

Establish and use Content Types to drive governance and policy application to

content(SharePoint Server 2010)

Enable automatic workflows for content review prior to publication

(SharePoint Server 2010)

14

Future State Process Diagram


Total ElapsedTime: 3.5 Days


15

Future State Process Diagram

Total Elapsed Time: 1 Day



Your Website


16

Anticipated Benefits - ProcessID Process Phase

Improvement Description

Benefits Technology Leveraged

KPI Impact(s) Affected Stakeholders

1Create and Review Content


• Deliver rich Web 2.0 capabilities with wikis, blogs, tagging, ratings, and rankings


• Strengthened ability to track and retain customers through richer Website content

• Reduced need for follow-up reviews as authors can see how their content will display while it is developed

SharePoint Server 2010

• 5% decrease in labor required

• 40% decrease in process cycle time.

• Marketing Department

• Customer Service Department

2Publish Web Content

• Enable Marketing and Customer Service Department Web self-publishing


• Significantly faster Web content publication cycle

• Reduced IT involvement frees up IT time for more important activities






• IT Department

3Access Web Content


• The best search experience

• Build community and self-service for interest groups

• Improved product content reduces existing customer call volume (e.g., self-service help)

• Customer forum and ranking activities helps drive customer community, and ultimately brand loyalty


• 10% Improvement in Customer Retention

• 20% Decrease in Tier 1 Service Calls

• Customer• Customer Service

Department

4Maintain Web Content


• Reduced cost to maintain content

• Decreased risk of stale content on Website




• Marketing & Customer Service Department

• IT Department

17

Anticipated Benefits - Financial

ID Process Phase

Improvement Description Estimated Revenue Increase

Estimated Cost Decrease

Total Benefit

1



• Deliver rich Web 2.0 capabilities with wikis, blogs, tagging, ratings, and rankings


$60,000 $60,000

2

Publish Web Content

• Enable Marketing and Customer Service Department Web self-publishing


$80,000 $80,000

3

Access Web Content


• The best search experience • Build community and self-

service for interest groups

$50,000 $50,000 $100,000

4 Maintain Web Content


$20,000 $20,000

Total Estimated Benefits $260,000

18

Anticipated Costs

Cost Area Component One-Time Costs Ongoing-Costs

Software Additional CALs $10,000 -

Hardware 2 Additional Servers $6,000 -

Training Information Worker Training $30,000 -

Deployment Solution roll-out and implementation $100,000 -

Other N/A - -

Total $146,000 N/A

19


20

Adoption & Implementation Planning Summary

ID Improvement Description

Resources Required Implementation Owner

Additional Stakeholders

Notes

1

Deliver rich Web 2.0 capabilities to improve customer experience with wikis, blogs, tagging, ratings, and rankings

•Training content for Marketing and Customer Service employees on Web 2.0 content development

• IT department resources for solution development and/or project management

•Customer Service and Marketing department volunteers for pilot testing

•Customer Service Department

• Customer• Marketing

Department• IT Department

2

Enable Marketing and Customer Service Department Web self-publishing


•Customer Service and Marketing department volunteers for pilot testing

•Marketing Department


• IT Department

3

Enable automatic workflows for content review prior to publication


•More detailed process analysis to redesign workflow

• IT Department



4

Establish and use Content Types to drive governance and policy application to content

•Set guidance on content types and usage• IT department resources for solution development and/or project management

•Customer Service and Marketing department volunteers for pilot testing with specific content types

•Marketing Department


• IT Department

21

Project Plan

22

Potential Adoption Roadblocks

23

Stakeholder Group

Anticipated Resistance to Change Degree to which Resistance will Limit Initiative Success

Mitigation actions

Technical

Marketing Department

• Lack of Web 2.0 capabilities knowledge• High level of perceived technical complexity

High

• Develop brief training document and FAQ

• Technical demonstration of Web 2.0 capabilities in SharePoint 2010

Customer Service Department

• Lack of Web 2.0 capabilities knowledge• High level of perceived technical complexity

Mid

• Develop brief training document and FAQ

• Technical demonstration of Web 2.0 capabilities in SharePoint 2010

IT Department • N/A Low • N/A

Cultural

Marketing Department

• Reluctance to embrace need for Web 2.0 content capabilities

• Perception of additional publication workload

High

• Reward involvement in deployment and participation

• Solution demonstration to show speed of use / creation

Customer Service Department

• Reluctance to embrace need for Web 2.0 content capabilities

• Staff may be reluctant to change current business process

Mid

• Highlight time saving benefits of solution

• Solution demonstration to show speed of use / creation

IT Department• Strong ownership of multiple process

phases; feels that current process is “good enough”

Mid

• Highlight short-term and long-term process and information benefits

• Emphasize time (labor and cycle) freed to focus on higher-value activities

Adoption Roadblock Mitigation Actions by Stakeholder

Adoption Category Marketing Department Customer Service Department IT Department

Awareness

Awareness generating communications via email, newsletters, manager meetings, etc., targeted to stakeholder group and concerns



Value Demonstration

Demonstrate improvement in productivity through quick hits and quick wins; also show overall process improvements and reduced impact on staff. Provide useful tactical training to support roll-out.

Demonstrate improvement in productivity through quick hits and quick wins; also show overall process improvements and reduced impact on staff. Provide useful tactical training to support roll-out.

Emphasize performance process and productivity improvements to department as well as economic cost and implementation timeline.

Integration & Alignment

Ensure proposed solutions/ initiatives are aligned with both with business and IT strategy and direction



24


25

Next StepsReview presentation and proposal with decision maker(s) and stakeholders for approvalConsider a SharePoint Deployment Planning Services (SDPS) follow-up engagementExecute work order for projectSchedule kick off meeting for week of _____ and weekly status meetingsPropose schedule:

A) Deadlines for initial milestones, orB) Date to finalize initial milestones

26

Documents

Digital Site Management for the Product Management Department (Concurrency Corporation)