VMware: Driving Customer Experience with Content Strategy

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SDL Proprietary and Confidential VMware: Driving Customer Experience with Content Strategy 2 Your Speakers Laura Bellamy Director of Technical Communications VMware Andrew Thomas Product Marketing Director SDL 47% Are most likely to engage if they have previously done business with you 4 7x More likely to give personal information to a trusted brand 64% Expect the experience to be the same regardless of channel 75% Would choose to buy a product if information was in their language* *Cant Read, Wont Buy, Common Sense Advisory, 2014 Millennials average 6 pieces of shared content via social media each day 2014 VMware Inc. All rights reserved. Driving Customer Experience with Content Strategy Laura Bellamy Director Technical Communications The Holy Grail of Customer Experience ideal experience Malcom Gladwell: Choice, happiness, and spaghetti sauce The Holy Grail of Customer Experience many ideal experiences Seeking the solution Cheese Light Robusto Rich & Hearty Old World Traditional Extra-Chunky Garden Recognizing the Problem Where is Your Focus? Make it Better for Us Scalability Security improvements Ease of deployment Content agility SEO Redundancy Analytics Make it Better for Customers Reliability/performance Unified VMW experience Speed time to market Up to date information Retrievability Single point of truth Understand customers Customer-Focused Organization Engineering Focused Customer Focused Information Strategy Document business scenarios and customer needs Accountability Accountable to product teams Content Focus on interface tasks Focus on answers and real-world narrative Responsiveness Respond to development demands Respond to customer usage and feedback Freshness Publish on product cycles Publish frequently to deliver timely information Accountable to customers Document the spec Your Strategic Role in the Customer Journey Your Strategic Role in the Customer Journey Install Upgrade Configure Administer Troubleshoot Ease of conversion Download Evaluation docs Presales material White papers Video Blogs Communities User groups Training Certification Content as a Business Asset Dont Overlook Utility Dont Overlook Utility Do You Know Better? Do You Know Better? Go Out and Ask Them 0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%2012 2013 2014 RETRIEVABILITY What is the #1 information obstacle to using the product documentation? Personas Dont Count Shares a desk with 2 others on different shifts. Accesses data via Web Applications Monitors email queue Accesses time sensitive information Works on WYSE Thin client Uses Salesforce.com, Gmail, Skype, and MS Office. Andrew Stanton, Call Center Associate Andrew is a call center associate at a 24x7 customer service facility. Personas Dont Count Shares a desk with 2 others on different shifts. Accesses data via Web Applications Monitors email queue Accesses time sensitive information Works on WYSE Thin client Uses Salesforce.com, Gmail, Skype, and MS Office. Andrew Stanton, Call Center Associate Andrew is a call center associate at a 24x7 customer service facility. Be Accountable to Customers What You Can Do Today Evaluate who you are accountable to. Do you have the right focus? Find out who owns customer experience Customer advocacy User Experience Web Marketing Make a plan to increase customer contact Product team - Beta calls, customer advocacy groups User experience team user testing Support team Support data and contacts Set customer contact goals What are missing customer experience metrics you should develop 29 Learn More: Driving the Future of Business: An interview with SDL CMO, Paige ONeill, and Altimeter analyst, Brian Solis Find this interview at: www.sdl.com/brian-solis Thanks for joining todays webcast! 30 Questions? Laura Bellamy Director of Technical Communications VMware Andrew Thomas Product Marketing Director SDL Copyright 2008-2014 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Global Customer Experience Management

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