The document summarizes an expert panel discussion on best practices for knowledge and content management in customer service. The panelists discuss their approaches to writing knowledge base articles, reviewing content, and leveraging customer feedback. They emphasize processes for content authoring, technical reviews, and data mining to ensure the knowledge base meets customer needs.

1. Ask the Experts: A Best Practices Panel with Apple, GE Fanuc, Symantec, Mentor Graphics and InQuira SSPA Best Practices Conference, Santa Clara May 5, 2008

3. Which technologies have the largest impact on Customer Service Productivity and Customer Experience?

4. There are Four Primary Applications for the InQuira Customer Experience Platform WEBSITE MARKETING Converting Browsers Into Buyers AGENT-ASSISTED SUPPORT Empowering Agents to Resolve Problems ENTERPRISE KNOWLEDGE MANAGEMENT Leveraging knowledge across the organization WEB SELF-SERVICE Helping People Help Themselves

7. Best Practices on Knowledge/Content Management Scott Duhaime GE Fanuc Intelligent Platforms

11. Content Evolution: From the TTY to Web 2.0 Getting the Most Out of Web Self-Service Kim Kelley Program Manager SSPA Conference - Ask the Experts: Best Practices Panel

13. Circa 2000 One Customer at a Time, One Answer at a Time SSPA Conference 2008 All Customers Customer Applications Engineers Preferred Path SupportCenter Coordinators “ DirectConnect”

14. Circa 2008 Search, Solve, Share Content to Serve the Masses SSPA Conference 2008

17. Support Experience Framework & Knowledge Community Overview Symantec Global Support Experience Team Brad Smith [email_address] Sr Director, Online Support

20. Customer Exceptions Development Engineering Assisted Support Product Management Self-help Product Management Web 2.0? - User Community is a Network: Reputation models for customers, partners, employees & documents Community Conversations Community Knowledge Base A network that connects people with content and people with people 10,000 +30,000 +30,000 Improved Products & Environment @copyright 2004 Consortium for Service Innovation www.serviceinnovation.org Customer Support Experience Framework User Experience

23. Questions? Global Enterprise Support Services - February 2008

25. Customer Service / Customer Management Practices Overcoming Organization Change Management in a S&M Size Business Presenter: Brent Hayward, VP of Worldwide Support and Service © InQuira, Inc. Confidential

26. The Light Bulb Moment © InQuira, Inc. Confidential - The key for us to provide better service to our customers…… …… .. Could only be achieved by providing better service to ourselves. - We had a best in class technology for Knowledge Management and Information Access – used by Mentor Graphics, Apple, Sprint, GE Fanuc, Caterpillar……… - Yet Solution Authoring and Re-Use were trending down, and feedback from our Customer Self Service website made it clear that our KB was not meeting the needs of our customers

29. The Bottom Line Impact - Tapped into 60+ Field Sales and Services personnel for KB contribution and problem solving - Mined information sets and Customer Care participation earlier in the lifecycle (Sales  Service  Support) - Cultural Change to Community of Participation within the organization versus functional silos – combined strong Customer Care Processes and Tools with Field expertise and creativity - Solution re-use counts for Solutions published in latest 3 months are trending higher and customer feedback on Search Results is trending higher.

32. Customer Exceptions Development Engineering Assisted Support Product Management Self-help Product Management Integrate the User Community to expose: The Real Customer Experience = 70,000 Exceptions! Community Conversations Community Knowledge Base 10,000 +30,000 +30,000 “ Known Universe Of existing customers” +300,000? @copyright 2004 Consortium for Service Innovation www.serviceinnovation.org Customer Support Experience Framework GCSS CC Partners

34. Appendix

35. Collaboration Across Roles SSPA Conference 2008 Historically content media is divided by role and responsibility WWCSM CE Lead/ TechWriter PubsMgr Customer Experience TechNotes AppNotes How To’s Tutorials Docs Help System Examples, Lab Exercises Worldwide CustSpptMgr CE/CAE CourseDev/ TechWriter Pubs/Dev Mgr Content Decisions to benefit the Customer Experience TechNotes AppNotes How To’s Tutorials Training Material Docs Help System Examples, Lab Exercises Content becomes the responsibility of the total team

37. Customer Exceptions Level 1 Level 3 Level 2 Support Center 10,000 2,000 400 80 Development Engineering Assisted Support Self-help Customer Success on the Web Changes the Assisted Support Funnel +30,000 3,000 Success on the web removes many of the known exceptions from the funnel. Knowledge Base Customers will use a good web site for more exceptions than they ever called us about… … A lot more! Now Development and Product Management have a more complete view of the customer experience. @copyright 2004 Consortium for Service Innovation www.serviceinnovation.org Customer Support Experience Framework GCSS CC Product Management 10,000

39. The Review Workflow REVIEW WORKFLOW PUBLISH HIGH RISK ARTICLE 3 LINKS AUTO FLAG FOR KE2 TEAM REVIEW TSE CHOICE KE2 REVIEW FORMAL REVIEW PROCESS Scenario 1: Article is linked 3 times to support cases as it is used. This automatically flags it for review by KE2 team - then it is published to Customer Portal. Scenario 2: Any TSE flags it for review by KE2 team- then it is published to Customer Portal. Scenario 3: Any employee can mark an article as “High Risk” which forces it into separate formal review process. After a thorough technical and editing review it can then be published to Customer Portal if it is checked as allowed for public content. If anyone believes it needs editing, it is pulled from public view (if published) editing is completed, then it must complete the formal review process again. 3-5 days ASAP ASAP Knowledge Community

42. Customer Exceptions Development Engineering Assisted Support Product Management Self-help Product Management Mapping Customer Experience at the source Cross interaction path analytics Community Conversations Community Knowledge Base Support Center Level 1 Level 3 Level 2 @copyright 2004 Consortium for Service Innovation www.serviceinnovation.org Customer Support Experience Framework * Solution Usage Concept Breakdown Concept Gaps * Concept Gaps * Concept Breakdown Facet Usage * Facet Usage * User Flagged Content Gaps Process Wizard usage * Process Wizard usage Concept * Intent path Forums Usage * Forums Usage