[Workshop Part 2-4] Driving Toward the Future State with Joe Gelb of Zoomin Software
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Workshop Part 2: Creating the Future State: Enterprise Content Creation, Structure and Distribution Learn how to plan and implement a future state of enterprise content creation, structure, management, and delivery for a modern technical resource center. Traditionally, technical details about products and services were considered to be post-purchase content. Technical information — the stuff contained in owner’s manuals, user guides, and other instructional materials — was provided to consumers only after they purchased a product or service. However, that’s changing as companies recognize that prospects often search the web for technical content to make purchasing decisions. Think of a technical resource center as an online, one-stop shop for information about your products and services. Over time, and done well, a technical resource center can help you grow your business by attracting prospects, while simultaneously working to support and build loyalty and trust with existing customers. Presented November 27-28, 2018, at Quadrus Conference Center for Information Development World 2018.
![Modern Technical Resource Center: Crossing Silos
Forum
Chat
Talk Back
Support
Technotes
KB Articles
Documentation
Training
[Orchestration]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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[Workshop Part 2-4] Driving Toward the Future State with Joe Gelb of Zoomin Software
- 1. Day 2: Driving towards the Future State Joe Gelb President & Head of Business Development
- 2. Modern Technical Resource Center: Crossing Silos Forum Chat Talk Back Support Technotes KB Articles Documentation Training [Orchestration]
- 3. Security Profiling Analytics Search Recommendations Engagement Personalization Classification Indexing SEO Security Profiling Analytics Search Recommendations Engagement Presentation Classification Indexing SEO Integrated Technical Resource Center Content Ingestion Orchestration Personalization Documentation Portal Your CRM / Ticketing / KB Your Online Community Your Products and Apps
- 4. Personalization is Key to Digital Experience “I am a Network Engineer. How do I upgrade the VM Storage Device in my HCI Platform and connect it to the Device Manager? USER INFORMATION: CRM/SSO profile Explicit preferences Prior behavior Geolocation CLUSTERING FILTERING CLASSIFICATION ENTITY EXTRACTION PERSONALIZED RESPONSE Entitlements and preferences Search behavior and boosting Content types Content recommendations Personal aggregation of content Announcements Other call-to-actions (surveys, knowledge contribution…) NLU NLP
- 5. Version Control Partners Portal Documentation Portal Developers Portal Support Portal Knowledgebase CRM / Case management Authoring Tools TechDocs API Docs Learning & Training Community Posts KB Articles Dev Tools Content Type Content flow Touchpoint Translation Management .com siteWCM/DXM Typical Content Ecosystem: Current State CCMS Version Control Support KB Static PDF HTML In-Product help Application Community UniversityLMS Community Platform User assistance platforms What Comes Next?
- 6. Support Portal / Knowledgebase CRM / Case management Authoring ToolsTechnical documentation API documentation Knowledge articles Authoring Tools Content type Translation – Localization management system .com siteWCM/CXM/DXM CCMS Version Control ECM Support Knowledge Base CMS UniversityLMS Community Community Platform Application User assistance platforms Chat bot Training & Learning Community discussions In-application help Support tickets Content Ecosystem: Future State Product content orchestration and personalization platform API Content flow Touchpoint [Orchestration] Technical Documentation Portal
- 7. © 2018 Riverbed Technology. All rights reserved. 7 About Aternity at Riverbed SteelCentral Aternity Lawrence Orin, Documentation Manager, Aternity (until recently) • Runs in web browser • Monitors performance of devices • Monthly releases (Agile) • Audience: IT/Product/Helpdesk • DITA authoring, oXygen • Me + 1 writer • 26,000 hits per month help.aternity.com CSH
- 8. © 2018 Riverbed Technology. All rights reserved. 8 Static PDFs (or HTML) – Product version publication – Behind login – Customers hunt Book on the web – TOC, index – Fixed layout, print pages Not search-centered Classic docs Riverbed Docs: Original State
- 9. © 2018 Riverbed Technology. All rights reserved. 10 New normal Main aim: ‘Findability’ – One search box – Search across all publications – Easy customer experience – Quickly jump to topic – Task, not book – No logins: pre and post sales – Google – Compatible with mobile Modern Doc Portal Aternity Docs
- 10. © 2018 Riverbed Technology. All rights reserved. 11 Findable Aternity Help Portal • All products • All versions • Live filters • Intelligent CSH • Synonyms, grammar help.aternity.com
- 11. © 2018 Riverbed Technology. All rights reserved. 12 Easy Clear Aim Clear Content Modern Help Inviting Easy to find Open Easy to view External (no login) For customers To sell To upsell Loyalty Thrill
- 12. © 2018 Riverbed Technology. All rights reserved. 13 Classic Help Content Ref tables: versions, protocols Dry, theoretical text for experts Describe screens: pointless Internal algorithms Isolated features Little or no graphics
- 13. © 2018 Riverbed Technology. All rights reserved. 14 Customer Focus Relevance Traceability Modern Help Content Clarity Customer tasks 1st paragraph Value (sales) Example Rich visuals
- 14. © 2018 Riverbed Technology. All rights reserved. 15 Clear Traceability Aternity Help Portal Clarity help.aternity.com Customer tasks 1st paragraph Value (sales) Example Rich visuals Glossary popouts
- 15. © 2018 Riverbed Technology. All rights reserved. 16 Exposure Traceability Aternity Help Portal Clarity help.aternity.com B4: 500-1000 hits / month Now: 25,000 hits / month 4 mins / article 45% hit and run 55% hit and browse
- 16. © 2018 Riverbed Technology. All rights reserved. 17 Exposure Traceability Aternity Help Portal Clarity help.aternity.com Track search terms Tweak synonyms Track errors Track feedback
- 17. © 2018 Riverbed Technology. All rights reserved. 18 EffectsExposureEasy Clear Aim Customer Focus Modern Help Inviting Easy to find Open Easy to view External (no login) For customers To sell To upsell Loyalty Thrill Tasks Examples Rich graphics Many more hits Easy to publish Track success Track searches Tweak synonyms Use it properly Support shifted Training shifted Prospects Interest in product Other BUs too
- 18. Integrated Experience: Documentation in your Community
- 19. Integrated Experience: Documentation in your Community
- 20. Integrated Experience: Federated Search
- 21. Integrated Experience: Case Resolution
- 22. Summary of key requirements: Content Ingestion Support Structured Topic-based Content Support localized content Support for video and multi-media content Low migration effort and costs Support multiple formats with consistent presentation
- 23. Dynamic Site Navigation Cloud-based online and offline content Search clustering and personalization Ease of configuration without requiring IT resources In-product help Summary of key requirements: User Experience
- 24. Access to content based on entitlements and SSO Personalized content collections On-demand PDF generation Allow for multiple paths to arrive at the desired content Summary of key requirements: Personalization
- 25. User ratings and feedback Analytics and Reports SME content collaboration Link to support and case-management systems Branded UX design Summary of key requirements: Engagement and Monetization
- 26. Integrated Technical Resource Center: The Results Increased Self-Service Improved Engagement Increased Productivity → 30% increase in case deflection and reduction in support costs → 15% increase in Customer Effort Score (CES) → 37% increase in organic search traffic Available Covers all functionality Where you will be! → 5x content updates → 90% reduction in content turnaround Useful Targeted to match customer needs → 17% increase in returning users → 10x more user feedback → 23% increase in average session duration More Business Engaging Interactive and personalized experience Findable Search works, finds what you need Drives Business BusinessValue → 4% increase in NPS → 15% increase CTA conversion for organic content promotion → 10x more impressions Few companies cross this point
- 27. Pinpoint KPIs that decision makers care about Building your business case Return on investments - How to measure “success” Outline the priorities of your organization Identify the decision makers in your organization and “path to success” How do technical content delivery platforms impact your organization Building a case and making a compelling presentation 1. 2. 3.4. 5. 6.
- 28. Thanks!
Notas do Editor
- Zoomin sees personalization as a key value to customers and a key differentiating part of our technology. Even when we don’t notice it, we’re all used to getting personalized experiences when we go to Google, Amazon, and any other modern web site. However, for some reason, when consuming support and product documentation, we tolerate with the fact that although the company knows a lot about us – it’s not trying to make our life easier by providing targeted experiences based on who I am and what interests me. If you and I will go to the Cisco support site and try to find information – we’ll see the same thing, regardless of what’s our role, which product we own, and what are the actions we have taken before. So, when an end-user has a question, for example when they’re trying to configure a dashboard, Zoomin can leverage information known about this user to improve his experience. Based on whether the user is anonymous or logged in, we take information from the company’s single-sign-on, customer or employee catalog, the user’s own stated preferences, and past behavior. This information is funneled into a set of algorithms, which filter information the user is not supposed to see or that doesn’t interest him, and attempts to determine which profile the user best falls under and which other users are most like him. Then, Zoomin provides that user an experience that is best suited for him: the user interface are different between users, the search results returned to you are different, content recommendations such as “Other people liked you also liked this..” or “Here are things we think you will find helpful”, personalized banners and marketing campaigns, and more. The result – each user gets an experience which best suits them, increasing the chances of engagement and monetization.
- Robust content ingestion Consistency, personalization, and content re-use Findable content delivered through an innovative user experience
- Robust content ingestion Consistency, personalization, and content re-use Findable content delivered through an innovative user experience
- The result is a significant utilization of the enterprise product content investment – Zoomin helps companies turn their content from useful – to findable, engaging and ultimately one that drives business. Throughout that journey, Zoomin adds value to the different stakeholders, so that they are motivated to use it: - USEFUL: Zoomin provides a highly available cloud platform which support continuous deployment of content, allowing the people who write and manage the content to easily publish content with little overhead and reducing content turnaround time. FINDABLE: by ensuring customers have powerful search and SEO optimized experience, Zoomin helps companies improve self-service, reduce number of support cases and increase customer effort score. ENGAGING: By providing customers with interactive features such as content recommendations, ability to contribute content and curate personalized content collections, Zoomin helps companies increase retention, promote user feedback and increase average session time. And once all of that is done – the door to monetization is wide open..