VMware: Driving Customer Experience with Content Strategy

  • Published on
    12-Jul-2015

  • View
    312

  • Download
    7

Transcript

  • 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

Recommended

View more >