1. SDL LiveContent
Intelligent Content Conference
February 8, 2013
Chip Gettinger, VP XML Solutions
Content Management Technologies
cgettinger@sdl.com
SDL Proprietary and Confidential

2. The Customer Journey

3. Product Content
Marketing Engineering
Training
Partners
& Learning
PRODUCT CONTENT
Field Service
Support
Personnel

4. Content Maturity Model

5. The Customer Journey
Continuing the Engagement
Purchase 1st Out-of-the-
Decision Box Experience
Investigating Getting
Options Started
Determining In-depth
Needs Tutorials
Initial Advanced
Interest Learning

6. Continuing the Engagement
VALUE OF AN “Retention is a lot more cost
effective than acquisition”
EXISTING CUSTOMER Carrie Johnson – Forrester
Research
IMPORTANCE OF
CUSTOMER RETENTION
Source: Frederick Reichheld – “Business marketing strategies”

7. The Customer Journey
Keeping Customers Satisfied
Brand Initial
Advocate Problem
Recognized Searching
Fan Resources
Consistent Determining
Praise Solution
Initial Resolution
Endorsement

8. Preferred channel to Access Product Information
Reasons for Using
Product Information
Speak to a customer
service agent
Chat online with a customer
service agent
Look at product
manual
Search engines
Search on company
website
8 Source: “SDL Survey 2012.”

9. Reasons for Using Product Information
Reasons for Using
Product Information
4
Learning about a
product before use
Troubleshooting
Discovering new functions
and features
9 Source: “SDL Survey 2012.”

10. Bad News Travels Fast
“After a poor customer
experience, more than
one-quarter of
consumers (26 percent)
posted negative
complaints on a social
networking site such as
Facebook or Twitter”
Harris Interactive, 2011
Customer Experience
Impact Report
Average number of
people a customer
will tell about a
bad experience
Source: “From the November 2011 issue of Inc. magazine.”

11. What makes XML so powerful?
DIRECT VS CONTENT FUTURE
FLATTENED REUSE PROOF

12. Direct vs. Flattened
DIRECT & DYNAMIC
Re-use Shared Relevant Ubiquitous Personalized
Locked Siloed Inconsistent Formatted Generic
FLATTENED

13. Content Reuse Enables Efficiency, Consistency, & Quality
Sales and Marketing
Product Development
Customer Support
Training and Learning

14. Channel-specific Formatting Doesn’t Scale
AUTHOR
CONTENT
CHANNEL

15. Separate Content from Format
AUTHOR
CONTENT
CHANNEL

16. What makes content compelling?

17. How do you deliver compelling content?
SOCIAL PERSONALIZED MULTIMEDIA MEASURING
SHARING CONTENT INTEGRATION ENGAGEMENT

18. Your content must be easy to share
Facebook, LinkedIn, Google +, and more

19. Personalization
Mac User Advanced
User
Dynamic Content
Beginning
PC User User

20. Case Study
Business Impact:
Profile:
• 100% reduction of DTP
• Revenues: $2 billion
• 50% efficiency gain
• Employees: 6,737
• Reduced translation
• Countries: 8 time zones
costs by 20%
• Products: 70+
• Reduced returns for
spare parts
Business Drivers:
• Reduce multiple processes and tools across
the organization
• Achieve efficiency of content development
and localization cost reduction
• On-Demand publishing of information to the
Website
20

21. Case Study
Profile:
• Revenues: $1.3 B
• One of fastest growing software companies Business Impact:
• Employees: 6,300 • Faster time-to-market for
• Leading Decision Management Software global launches
• Locations: 40+ • Significant reduction in
amount of content of
authored
• Reduced time to market with
content
Business Drivers:
• Significant increase in
• Get ready to scale multilingual support with
• Plan for global markets same budget
• Add 10 new languages
• Scale content to meet new customer needs
• Integrate with translation management
solution

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This presentation and its content are SDL confidential unless otherwise specified, and may not be
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