Ray Gallon - Your most important business asset - Build a better end-to-end customer experience; soapconf 2014
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This presentation focuses on the business value of content that we embed in our products: Your User Interface contains content, your User Assistance contains content, your software generates content. This content is a valuable asset that must be coherent with your marketing, web site, etc. Yet all too often this content is left to engineers. You have an interest in communicating with your users, and once they buy your product, your product is their main communications channel. In this session, you will learn: * Why this content is so important * How to mine this communications channel * How to develop expert users that will help you improve your product * How to use social media to improve customer exerpience and build customer loyalty
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Ray Gallon - Your most important business asset - Build a better end-to-end customer experience; soapconf 2014
- 1. Presentation © 2014 Ray GallonThe Transformation Society @TransformSoc Your Most Important Business Asset Build a better end-‐to-‐end customer experience Ray Gallon
- 2. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society 5500 Radiation Overdoses… …In the city of Epinal, France, between 1987 and 2006, according to the then minister of health. 24 victims, between 2004 and 2006 received massive overdoses, during prostate cancer treatment. Five died. Well Designed Content Can PreventThis
- 3. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society http://www.revenuexl.com/Portals/62006/images//worried%20Doctor-resized-600.jpg Major Causes of the Epinal Incident SOURCE: Wack, G., Lalande, F., & Seligman, M.-D. (2007). Résumé du rapport ASN n° 2006 ENSTR019-IGASn°RM2007-015P sur l'accident de radiothérapie d'Epinal. Paris, France: Inspection Générale des Affaires Sociales. Retrieved from http://lesrapports.ladocumentationfrancaise.fr/BRP/ 074000198/0000.pdf Human Error Poor Interface No French manual
- 4. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society http://www.revenuexl.com/Portals/62006/images//worried%20Doctor-resized-600.jpg Major Causes of the Epinal Incident Human Error Poor Interface No French manual How could well-‐structured intelligent content help avoid these problems? SOURCE: Wack, G., Lalande, F., & Seligman, M.-D. (2007). Résumé du rapport ASN n° 2006 ENSTR019-IGASn°RM2007-015P sur l'accident de radiothérapie d'Epinal. Paris, France: Inspection Générale des Affaires Sociales. Retrieved from http://lesrapports.ladocumentationfrancaise.fr/BRP/ 074000198/0000.pdf
- 5. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Design information that empowers customers to make better decisions Create structured information that is findable, reusable, accessible, and understandable Learn from customers Encourage and promote customers’ expertise levels They will reward you with your most important business asset!
- 6. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society what this does, what good is it, how I access it this task, the next task, a different task, troubleshooting the product, how others use it, my options why I need to do this, how this works what is important, what to do next with the exterior As a User and Customer, I Want to... Know Do Explore Understand Decide Integrate & Combine Does your product help me do this?
- 7. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Your User Interface Has Content Content is hard to get at in this interface Information provided gives negative image But it’s very honest, which gives positive image What’s the most important business value to communicate?
- 8. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Your User Assistance Has Content Do we really need to give all these options at once? I just want to put an image in my slide – tell me the most common way to do it and give me links to other options!
- 9. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society The WayYou DesignYour Content Determines Customer Experience – CONTENT STRATEGY –
- 10. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society So What Do We Mean By Content Strategy? A repeatable system that defines the practice of planning for content creation, delivery, and governance, i.e., the entire editorial content development process, in support of meaningful interactive experiences. -‐K. Halvorson, R. Shefield, R. Lovinger Editorial + Technical + Governance Enterprise-‐Wide
- 11. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Why DoYou Need a Content Strategy? Clear standards and goals for all business critical communications Manage content complexity User workflow – minimize error Governance and obsolescence control Regulatory and safety Structure Tracking and traceability Archiving http://4.bp.blogspot.com/-jaIA7c7EPy0/UT4_m1sq5YI/AAAAAAAACKk/eN6trFdM3rU/s640/EPE+CONSISTENCY.jpeg You’ll save money, too
- 12. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Aligns content with business goals Reduces creation costs Reduces localization costs Moves content from cost to business asset Improves user (customer) experience Ensures consistent, coherent message http://t0.gstatic.com/images?q=tbn:ANd9GcQi7ckrZQa5XXSJUjJTLelKxIRyvXqKMUoVaIlxchi_Ey7pZNqwxMRgH751Ig Why DoYou Want a Content Strategy?
- 13. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society DoesYour Content Strategy IncludeYour Product? Seen this before? Is it helpful? What impression does a user get of your company when s/he sees this? THIS IS CONTENT!
- 14. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Extrait de l’atlas catalan, école majorquine, ca. 1375 Bibliothèque Nationale de France If the user gets lost, does s/he have a map to find the way back? ? Helping users get out of trouble is one of your most important activities
- 15. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society After they buy your product, what is your customers’ main communications channel with you?
- 16. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society After they buy your product, what is your customers’ main communications channel with you?
- 17. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Users get angry when they waste their time looking for information that isn’t there! you http://longforsuccess.com/wordpress/wp-content/uploads/2011/03/frustrated-300x200.jpg Language, Emotions, Culture, Communicationhttp://xc0re.net/blog/wp-content/uploads/2014/02/Frustrated-User.jpg they
- 18. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society You need to communicate with them…
- 19. Presentation © 2014 Ray GallonThe Transformation Society @TransformSoc@RayGallon …AndYour Silos Don’t Matter toThem Interaction Design Marketing Training Support/Service ProductMgmt Technical Documentation http://www.wired.com/insights/wp-content/uploads/2013/02/silo_6601.jpg Adapted from Noz Urbina Your Customers Don’t Give A Fig AboutYour Org Chart!
- 20. Presentation © 2014 Ray GallonThe Transformation Society @TransformSoc@RayGallon Aligns content with business goals Reduces creation costs Reduces localization costs Improves user (customer) experience Ensures consistent, coherent message http://t0.gstatic.com/images?q=tbn:ANd9GcQi7ckrZQa5XXSJUjJTLelKxIRyvXqKMUoVaIlxchi_Ey7pZNqwxMRgH751Ig Why DoYou Want a Content Strategy? Moves content from cost to business asset
- 21. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Integrated Stakeholder Communities Not user groups or user forums Not a Facebook Page Integrated communities Everyone is a stakeholder: Internal – everyone, 100% External -‐ consultants, customers…
- 22. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Integrated Stakeholder Communities Not Just Your Usual Favorite Beta Testers!
- 23. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Integrated Stakeholder Communities Primary objective: Integrated, collaborative community Creates value Re-‐injects value into the system
- 24. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society “Create MoreValueThanYou Capture” -Tim O’Reilly “And Capture a Lot!” -RG Integrated Stakeholder Communities
- 25. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Accept Uncertainty! Users are sure to say unexpected things, and you won’t like some of them!
- 26. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Implications of Integrated Stakeholder Communities As co-‐operation builds, the community’s self image grows in stature. Thinking goes beyond contingent need. As value is captured and fed back into the system, adherence to the product and the company grows. “What I do can be useful for others” “What others do has an effect on what I can use” -‐ “does their YouTube post have good tags so I can find it?”
- 27. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society A Community Needs Animation In many Romance languages, the word for “moderator” is “animator.” Moderation implies damping. Animation implies stimulation. The animator helps guide the community toward finding its common vision. The animator is a catalyst to vectorise the community. http://www.coursepark.com/blog/wp-content/uploads/2011/08/iStock_000007302205XSmall.jpg https://tinylittlestars.files.wordpress.com/2013/05/feminista.jpg?w=560
- 28. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Usual Manner of Integrating User Feedback The Product SME’s/Dev Intranet CRM Marketing UX Internal Stakeholders Wiki Extranet Social Nets User groups/forums User Communities User testing & research Tech Comm
- 29. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Learning Objects, SCORM, etc. Vectorising: Integrated User Feedback SME’s/Dev Internet CRM Marketing Wiki Extranet Social Nets User groups/forums Integrated Stakeholder Community Tech Comm User testing & research LMS The Product UX Impacts Influences Interacts with Integrates Helps Feed into Facilitates Feedsinto Fertilizes Adds value to
- 30. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society CapturingValue from your Integrated Stakeholder Community Foster and encourage creativity. Use your animators to enable participants. Encourage open structures that facilitate a variety of interactions Use your own judgment, but first listen carefully Provide multiple venues
- 31. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Learn from Users: Data Mine the Questions The top level of user feedback integration is simply to integrate questions. Questions tell you what a person wants to know, but also what s/he already knows. Example: in a webinar, someone asked, It strikes me that there's similarities with the Lean methodology: particularly Kanban, progressive disclosure, the Neme's Why? questioning and a focus on interruptions. Is this something Ray has
- 32. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society What the QuestionTells Us1/2 The questioner has already looked at the ideas of Lean Information Flow, and has some understanding of them. S/he attended the first webinar in the series, where I talked about progressive disclosure. Her/his understanding of the ideas presented in session 2 are functioning near the top of the cognitive spiral, as he s/has been able to integrate them, reflect and evaluate them, and frame a question that goes beyond what is specifically discussed in the session.
- 33. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society What the QuestionTells Us 2/2 In asking the question, the participant is also sharing his/ her observation with the community – those attending the session, and those who will watch the recording. Community members might be motivated to look into Lean Information Flow and make their own conclusions. If we had an appropriate forum, they also might be motivated to express their conclusions to the community.
- 34. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society OK, so I’ve Captured it – now what? Make improvements everywhere all the time If something isn’t working, put it out to the community Let them solve problems, control excessive negative criticism Be a good curator Encourage debate Know when to stop
- 35. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Your SME’s and other colleagues, too! Creating More fromYour CapturedValue It’s an iterativeprocess! Nothing can buy you m ore custom er loyalty than including them in your decision-‐m aking!
- 36. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society I’m Ray Gallon -The Humanist Nerd 20 years in technical communication with major companies such as G.E. Healthcare, IBM, etc. Member, board of directors, Society for Technical Communication (STC) Past president, STC France Award-‐winning radio producer and journalist – CBC, NPR, France Culture, etc. and former programme manager, WNYC-‐FM, New York Public Radio Research collaborator and principal, The Transformation Society, a new research and training institute in Barcelona, Spain Owner/Consultant, Culturecom – specialist in business process improvement through communication
- 37. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society What We Do Analyse your needs and help you get a jump on complexity Help you design and architect a content strategy, user information systems, communication Work with you to capture value from your users Workshops, webinars, or training to help manage and adapt to change The Transformation Society
- 38. Presentation © 2014 Ray Gallon@TransformSocThe Transformation Society Be a Change Agent Be steadfast... ...Only trees that take root are able to change the environment.
- 39. Presentation © 2014 Ray Gallon Thank You Email: infodesign@culturecom.net Google Plus: +Ray Gallon Twitter: @RayGallon LinkedIn: Ray Gallon @TransformSocThe Transformation Society Pass me your business card Let’s talk! Portions of this presentation based on research by the Transformation Society Research group. Rant of a Humanist Nerd http://humanistnerd.culturecom.net Blog: