Session about customer engagement presented at TCUK 2012 by Peter Jones and Ian Ampleford of ARM Limited.

1. Why would we want to talk
to customers or them to us?
TCUK 03 Oct 2012
Ian Ampleford, Director of Technical Communications
Peter Jones, Information Architect
1

2. Who or what is ARM?
2

3. Who or what is ARM?
ARM is a UK based company with over 2000 employees
We have design centers in:
France
Germany
India
Norway
Sweden
UK
USA
We design Intellectual Property (IP) with a number of partners
We don’t manufacture processers or silicon chips
How many ARM-based devices were sold by our partners in 2011?
3

4. Finding folk to talk to you part one
 Why would we want to talk to them?
 We were changing to a DITA content model.
 We were advised by our consultants to do this:
 Mekon.
 The Rockley group.
 We wanted to involve our customers in the change.
 We didn’t know how our audience used the content:
 Reference?
 Task?
 Concept?
 How often?
 On-line?
4

5. Finding folk to talk to you part one
 Why would we want to talk to them?
 We were changing to a DITA content model.
 We were advised by our consultants to do this:
 Mekon.
 The Rockley group.
 We wanted to involve our customers in the change.
 We didn’t know how our audience used the content:
 Reference?
 Task?
 Concept?
 How often?
 On-line?
 Our boss thought that it was a good idea
5

6. Finding folk to talk to you part one
 Why would we want to talk to them?
 We were changing to a DITA content model.
 We were advised by our consultants to do this:
 Mekon.
 The Rockley group.
 We wanted to involve our customers in the change.
 We didn’t know how our audience used the content:
 Reference?
 Task?
 Concept?
 How often?
 On-line?
 Our boss thought that it was a good idea.
 We agreed that it was a VERY good idea!
6

7. Finding folk to talk to you part two
 Why would they want to talk to us?
 To be involved in the change.
 The content we provide has room for improvement.
 They have suggestions for improvement.
7

8. Finding folk to talk to you part two
 Why would they want to talk to us?
 To be involved in the change.
 The content we provide has room for improvement.
 They have suggestions for improvement.
 Their boss thought that it would be a good idea?
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9. Making arrangements
9

10. Interviews
10

11. What we learned part one
Listening to customers:
11

12. What we learned part two
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12

13. What customers really want
I have an idea,
help me make it work.
13

14. What now?
 We send updates if there is progress with any of the issues
that a customer has raised.
 We participate in a customer survey to measure document
satisfaction:
 Satisfaction and neutral returns are currently at approximately 95%
 We get in contact if a customer states that they are dissatisfied and
wishes to discuss their concerns
 We seek possible enhancements if the dissatisfied customer does not
wish to discuss the issue
 We react quickly to errata when our customers raise them
 We are collaborating with other parts of the business to
standardize our deliverables,
 We are discussing delivery and format of source files.
14

15. Thank you
15

16. Questions?
Questions and suggestions are welcome
Please contact ian.ampleford@arm.com or peter.jones@arm.com
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17. Acknowledgements
Slide 1
 Kilroy http://lelandrucker.com/wp-contents/uploads/2011/04/kilroy.jpg
Slide 2
 Mekon www.mekon.com
Slide 3
 Dr Evil http://bennyhills.fortunecity.com/leary/378/bigglesworth.html
Slide 4
 Smiley sycophants http://christiandebates.yuku.com/topic/594
Slide 9
 Nascar http://en.wikipedia.org/wiki/File:NASCAR_practice.jpg
 Phone http://hellskitchennyc.blogspot.com/2010_04_01_archive.html
 Roulette wheel http://en.wikipedia.org/wiki/File:Roulette_-_detail.jpg
Slide 10
 Meeting table http://www.emailogic.com/blog/?p=239
 Language barrier http://www.stargazersworld.com/category/advice/improve-your-game/page/2/
 Conference call http://www.babybokchoi.com/2011/03/25/conference-call-work/
 Scroll http://meganpragel.wordpress.com/category/history-of-visual-communications/
 Business cards http://www.japanikuiku.com/185/japanese-business-card-exchange-meishikoukan/
 Collaboration http://tony-wilson.com.au/blog/why-collaboration-works-%E2%80%93-it%E2%80%99s-not-just-sharing-information/
Slide 11
 Simulation http://www.cl.cam.ac.uk/research/srg/han/hprls/orangepath/timestable-demo/channel-io.html
 Tesla http://1.bp.blogspot.com/-UNUVqRO5Fgw/Te0_pUJIjSI/AAAAAAAAQdM/xtrVIr1Xv3I/s1600/Tesla18Dalek10006Ft.jpg
 Silos http://justincaseyouwerewondering.com/2011/09/15/3-questions-that-help-me-define-imc/
Slide 12
 Lost http://collegecandy.com/2009/06/30/life-after-college-im-lost-literally/
 Fog http://upload.wikimedia.org/wikipedia/commons/thumb/3/3f/San_francisco_in_fog_with_rays.jpg/558px-San_francisco_in_fog_with_rays.jpg
 Jigsaw http://flower-monster.blogspot.com/2010_06_01_archive.html
Slide 13
 Unicorn http://flyingpinkunicorns.blogspot.com/
 Goal http://www.admissioncouncil.com/aboutus.php
 Crystals http://en.wikipedia.org/wiki/File:Insulincrystals.jpg
 Frame http://www.themezoom-neuroeconomics.com/Golden_Frame
 Package http://www.filecluster.com/reviews/tag/mac/page/2/
 Today http://www.mricons.com/icon/1666/128/calendar-today-icon
 Navigation http://howtowritebetter.net/writing-directions-%E2%80%93-north-south-east-west-or-what/
Slide 14
 Listening http://gregdetisionlinesuccess.com/wp-content/uploads/2011/08/listening1.jpg
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