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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 [email protected] www.digitalclaritygroup.com
DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption.
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About Digital Clarity Group
@$m_walters @just_clarity
3 @$m_walters
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 [email protected] www.digitalclaritygroup.com
How Documentation Practices Are Going to Make CXM a Reality – Or Else
The presentation version of this deck begins with a summary of Stephen Greenblatt’s 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.
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Note to the abridged version
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 [email protected] www.digitalclaritygroup.com
§ 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 You’re the Superheroes)
§ First steps
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Flow
@$m_walters
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A strategic inflection point
Source: Based on Andy Grove, Only the Paranoid Survive, 1996 @$m_walters
STATUS QUO Business failure
Business success
“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 @$m_walters
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CXM is today’s “fundamental” SI
Business success
STATUS QUO Business failure
§ Digital disruptions
§ Era of empowered consumers
§ Basic shift in the business environment
§ Impacts every firm, regardless of industry
Impact: Failure to provide superior customer experiences leads to irrelevance and business
decline
@$m_walters
“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 @$m_walters
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Consumers gain voice and choice
@$m_walters
§ 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)
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Digital disruption . . .
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Empowered consumers by the numbers
Source: hOp://ciooQhefuture.com/5-‐shiQs-‐that-‐will-‐shape-‐the-‐future-‐of-‐it/
Only
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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
@$m_walters
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Say they have switched business to a competitor due to poor
customer experience
Source: Haaris Interac$ve survey of North American consumers, 2011.. Commissioned by RightNow. @$m_walters
How much is at stake?
$5,900,000,000,000
17 Source: Accenture, 2013 Global Consumer Pulse Research. Photo: hOp://www.t-‐na$on.com/free_online_ar$cle/most_recent/train_like_a_man_5_the_real_paleo_exercise
#CXM isn’t the
Next Big Thing. It is the Next Only Thing.
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Consumers expect insight
Source: Dynamic Markets study for Experian, January 2012.
“Understanding” means, e.g., “taking account of preferences, purchase history, and other provided information.”
84% said they would no longer buy from a company that failed to “understand.”
@$m_walters
79% Companies “asking same ques$ons or marke$ng same offer” across channels
Sources of consumer frustration
65% Inconsistent offers or content
74% Site content that “has nothing to do with their interests”
Source: Accenture Global Consumer Pulse Report, 2014. @$m_walters
79% Companies “secng false promises”
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onsistent
oherent
ontextual
Consumers reward the three Cs . . .
@$m_walters
informa$on and messages
narra$ve and brand rela$onship
knows and understands me
Omni is a good word for it
#CXM means: Embracing the shift from #CRM to
#CMR.
23 Source: hOp://sapinsider.wispubs.com/Assets/Ar$cles/2014/January/SPI_Feature_From-‐CRM-‐to-‐the-‐Customer-‐Managed-‐Rela$onship .
CMR = Customer Managed Rela$onships, coined by Jamie Anderson
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§ In Forrester’s 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”
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Answer: You suck
Source: Accenture Global Consumer Pulse Report, 2014. hOp://blogs.hbr.org/2013/06/new-‐research-‐youre-‐doing-‐custo/
Documentation and technical content breaks out of the
customer support jail, and may now engage consumers in various formats across the entire customer journey.
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How CXM affects documentation
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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.
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Takeaway
AORTA = Always On Real Time Access; coined by Mark Anderson
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, ask how CXM is made possible by
documentation practices. 29
How documentation effects CXM
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COPE = Create Once Publish Everywhere
Content
Web
Social
App
RSS
Video
Thanks to Deane Barker. See: hOp://www.slideshare.net/blendinterac$ve/copeing-‐mechanism-‐the-‐peril-‐and-‐promise-‐of-‐create-‐once-‐publish-‐everywhere
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CXM is COPE-IER = COPE for segments, in journeys
Content
Social
Video
Web
App
RSS
Thanks to Deane Barker. See: hOp://www.slideshare.net/blendinterac$ve/copeing-‐mechanism-‐the-‐peril-‐and-‐promise-‐of-‐create-‐once-‐publish-‐everywhere
A
B
C
D
B
C
B
C
“We can’t afford to be thinking about creating content for any one platform. We can’t 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 that’s going to allow us to do is reuse our content more effectively and get more value out of it.” – Nic Newman, BBC
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It’s all about Adaptive Content
Thanks to Karen McGrane See: hOp://karenmcgrane.com/2012/09/04/adap$ng-‐ourselves-‐to-‐adap$ve-‐content-‐video-‐slides-‐and-‐transcript-‐oh-‐my/once-‐publish-‐everywhere
The
message !trumps the
MEDIUM 33
In other words . . .
§ Structure
§ Purity
§ Intelligence
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Omnichannel CXM needs content with:
STRUCTURE § MRU (“minimum reasonable
unit,” re Deane Barker)
§ Discrete, flexible, agile, freely combinable, reusable experience assets
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PURITY § WYSIWYG? ROTFLMAO!
§ Create messages, narrative elements, “engagement legos” – not pages, print, or any other format
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37 Thanks to Deane Barker. See: hOp://www.slideshare.net/blendinterac$ve/copeing-‐mechanism-‐the-‐peril-‐and-‐promise-‐of-‐create-‐once-‐publish-‐everywhere
INTELLIGENCE § Experience architecture(s)
§ Taxonomy, metadata, tagging § Governance § Describe/track/verify how, when,
where, why assets have been combined/deployed, and to what effect
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So it’s really just ?
Summary § What your produce plays a significant role in CXM across
journey stages, formats, devices, and segments. § However: How you produce it – DITA and other
structured processes – is far more important for the operationalization of on-going, effective CXM.
§ Orchestration of exceptional omnichannel experiences – this is the consumer demand – is impossible without structured, pure, intelligent assets – and the mature, reliable process for producing, combining, deploying, tracking, and analyzing them.
§ In other words, Lucretian atomism. § It’s up to the scriptorium to save the world. Again.
40 @$m_walters
§ 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
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Where to start?
@$m_walters
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Selected journeys (McKinsey)
