It’s all about the customer and creating an experience that builds value for them. That means targeting your audience by understanding who they are, what they are trying to accomplish, and meeting their evolving expectations. In this session we will demonstrate how you can use taxonomy, subject classification and filtering to provide quick access to contextually relevant information of different types, and enable your users to build their own documents and access them in multiple formats for desktop and mobile.

1. Customer-Centric Content: Using
Taxonomy to Achieve Contextual Relevance
Joe Gelb, Suite Solutions
LavaCon, October, 2013

2. Who is this guy?
Joe Gelb
• Founder and President of Suite Solutions
Suite Solutions
Our Vision: Enable you to engage your customers by providing quick access to
relevant information
• Help companies get it right the first time
• XML-based Authoring/Publishing Solutions
• Enterprise Intelligent Dynamic Content: SuiteShare Social KB
• Consulting, System Integration
• Cross-Industry Expertise
• High Tech, Aerospace & Defense, Discrete Manufacturing
• Healthcare, Government
• Blue Chip Customer Base

3. What We Offer
Comprehensive XML-based Content Lifecycle Implementation
• Dynamic Documentation Solutions
• CMS Selection and Implementation
• Training and Consulting
• Authoring
• Information Architecture
• Style Sheet Development
• Conversion and Migration Services
• Ongoing support as you need

4. Main Topics
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The end game: It’s all about the customer experience
What is contextual relevance and how can we enable context using
taxonomy and subject relationships?
How can we engage our customers and facilitate knowledge sharing?
How can dynamic publishing allow your customers to assemble their own
contextually relevant enterprise content for view online, offline and on any
device?
Let’s see it.

5. It’s all about the customer experience
A personalized experience develops sustainable relationships and brand
loyalty
• Understand what your customer needs to do
• Provide an experience that creates value for them
• Customers increasingly give and rely on product reviews
• What makes the difference will
be the best customer experience

6. Contextual Relevance
What they need, when they need it.
Targeting your customer
• Who is the reader? Audience profile, persona
• Type of user: end user, technician, field service engineer, solution
engineer, support professional, sales or marketing person
• Security profile, proficiency level
• What equipment are they operating? version? configuration?
• Goals: What are they trying to accomplish?
• Install? Configure? Use? Troubleshoot? Upgrade?
• Make a purchasing decision?
• What device are they viewing the information on? Will they have network
access?

7. Business Rules
Information we provide and to who
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Who gets access to what information
• Internal readers vs. customers vs. publically available
• Level of service the customer has purchased
• Security profile
• Level of training and proficiency
• Geographical location
Safety and environmental considerations

8. Illustrations
Quick access to useful information: Examples
• I’m a support professional at a call center.
How do I troubleshoot
a Samsung Galaxy S3 smart phone that
fails to synchronize on a Dell desktop
running Windows7 Home Edition?
•
I’m on vacation and I want to…
Download maps
to my Garmin Nuvi 2350 GPS
using bluetooth
while I’m on my trip to Europe

9. Social Engagement
You can’t be everywhere at once
You know about your products; how they work, how to install and configure
them.
You can’t know all the potential uses and problems that may arise.
Engage your customers
• Facilitate contributions from the field:
how-to articles, tips, videos
• Improve the quality and timeliness of the information by allowing users to
comment
• Let users build and share their own documents

10. Illustration
I’m a service engineer
I need to:
• Install a new 8300S Flow Meter via Profibus protocol
• Connect to the Device Manager
using a hand-held Field Communicator
• The plant has no internet access.
Let me:
• Pull together updated information
• Download to my tablet before I go onsite.
While onsite, I figured out how to solve a tricky problem.
I took some pictures with my smart phone and a short video to illustrate the
problem and solution. When I get online, let me:
• Write up a how-to article
• Upload the video so my colleagues can learn from my experience.

11. Illustration
I am interviewing doctors to find the right one for me
I want to find relevant information:
• Articles that describe the medical condition
• Which treatments are available
• Which drugs are prescribed and the potential side
effects
• Typical insurance coverage
Let me:
• Pull together the relevant links
• Generate my own ebook
• Download to my smart phone so I can reference while at the doctor’s
office
• Post an article sharing my experience and recommending health care
options to others in my situation

12. Approaches to categorizing content
Metadata
• audience
• category
• keywords
• product info
• versions
• product name, brand, component, feature, platform, series
Subject classification
• Build knowledge model of your domain
• Apply it to your content

13. What is metadata?
OK, but:
• How can relate this to the Device controllers? And the version? And the
vertical solutions where it can be used?
• What happens when my device gets supported by a new controller?

14. What’s wrong with metadata?
Metadata can categorize my content, but:
• There is generally a limited number of metadata elements available
Yes, we can create new metadata fields, but it can be unwieldy to change
DTDs to correspond with a growing, robust information model
• Difficult to relate the content to other contexts
• Even so, if the content becomes related to new contexts, it would require
constant updating of each topic
• We may not know all the contexts where my content will be used
• Best practice: maintain the categorizations and relationships outside the
content

15. Subject Classification
Subject Scheme
• Defines sets of controlled values for classifying content
• Organized in hierarchies (taxonomy)
• Defines relationships between subjects tables
• Is modular and can be maintained by different people in the organization
• Evolves to adapt to new situations and contexts
Classification
• Categorizes the content using the subjects defined in the subject scheme
• When maintained separately from the content, enables more flexibility

16. Subject Scheme Example

17. Classify Topics by Subject
Subject References
• Identifies subjects that classify the topic

18. Example: Classify using Taxonomy

19. Create relationships between subjects
Feature
Suitable for User Type
Pre-loaded maps
Speaks street names
Photo navigation
Global traveler
Fuel efficient routing
Traffic compatible
Multi-stop routing
Service technician

20. Create relationships between subjects
and content
Troubleshooting Task
Product
Interface
Phone does not
connect to device
Nuvi 3760T
Bluetooth
Tools settings
Contacts do not
synchronize
Galaxy S3
Kies
Windows 7 Home

21. Implementing subject classification
Subject schemes can be modular and distributed:
• Business units can develop, maintain and utilize parts of the taxonomy that
are relevant to them
• SMEs and content developers can classify the content
• Technicians and field engineers
• Product managers
• Marcomm
• Tech writers
• Support staff
• Allows you to classify content that you do not control

22. Implementing subject classification
Subject schemes can be drawn from other enterprise systems and databases:
• Corporate ECM and taxonomies
• CRM – customer relationship information
• Customers > products they own
• Customers > Geographical location
• Users > degree of proficiency
• PDM / PLM – engineering data
• ERP – Parts catalogs and ordering systems

23. Dynamic Publishing
Integration with Enterprise Systems
XML Authoring
* Taxonomy
* BOM
* ECOs
* Drawings
* Eng. Docs
XML
SME Review
DITA CMS
Dynamic Publishing
On-demand: PDF,
EPUB, Mobile
ERP
CRM
Content Management
System
Browser-based
Interface
PLM
- Technical Manuals
- How-to Articles
- Data Sheets
- Training
- Service Bulletins

24. Taking the Leap to a New Paradigm
Dynamic Enterprise Content
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Variety of content: documentation, videos, how-to articles, safety
information, data sheets, marketing material
Context filtering: quick, goal-oriented access to contextually relevant content
Personalized docs: allow readers to assemble content on demand and
render to PDF for print and ePub for offline mobile access
Audience Participation: allow your audience to add new content, comment
on existing content, express approval, and easily share knowledge with
others
Modern User Experience: smooth transition between mobile and desktop
• Activity often starts on mobile,
moves to desktop, returns to mobile
• Internet connection not always available

25. Let’s see it in action…
Demonstration using SuiteShare Dynamic Publishing

26. Hmmm, this looks interesting…
For additional information, contact:
Joe Gelb
solutions@suite-sol.com
U.S. Office
609-360-0650
EMEA Office
+972-2-993-8054
www.suite-sol.com