This discussion will help you understand why using structured content development will produce a better customer experience.

1. Prepared by © 2008 Lasselle-Ramsay
Hosted by
Extending the Value of
Structured Content
Across the Customer Lifecycle
Presenters from Lasselle-Ramsay
Joan Lasselle, Tom Voltz,
and Jana Humphreys

2. Welcome!
• Today’s event is being recorded – link available in
follow-up email
• Use Q&A panel to submit questions for Q&A session
• Full screen view available for slides
• Polling panel

3. Our Presenters
Joan Lasselle
President
Jana Humphreys
Director of Operations
Tom Voltz
Technology Manager

4. Lasselle-Ramsay Industry Expertise
26 years supporting Fortune 100 clients
with their content infrastructure

5. In today’s economy, the flow
of information has more
impact on profits than the
movement of goods.

6. What is a Customer Lifecycle?

7. The Story of “Platinum, Inc.”
• Software development company
• Maker of SuperSoftware
• Provide customer training and documentation for end
users and partners
• Provide updated FAQs on company Web site
• Award winning documentation

8. Meet Platinum’s Customers

9. Small Business Owner – Pre Sale
Meet Sabrina, owner of
DesignRight. She is considering
buying Platinum’s products. She…
• Reviews the company Web site to review
features, benefits, and pricing options.
• Reviews Platinum’s support site to see what
information is available if she needs it.

10. Small Business Owner – Post Sale
Sabrina buys SuperSoftware and...
• She searches for a help topic, and can’t find it.
• She finds the topic in the User Guide, realizes
that the name of the feature she was searching
for changed. Frustrated, she reviews the
procedure.
• She returns to Help and tries the new search
term. She gets a result this time, but notices
the steps are different from the User Guide.

11. Director of Finance at DesignRight
Meet Faith, she…
• Receives a request from Sabrina to prepare a
presentation with the data generated from
SuperSoftware.
• Experiments with reports and isn’t able to
replicate what she learned in the tutorial.
• Tries online help but the screens shown don’t
match hers and the procedure lists an option
she doesn’t have.
• Calls Trevor, her technology manager.

12. Technology Manager at DesignRight
Meet Trevor, he tries to help Faith.
He…
• Looks up the procedure in the User Guide
and reads it to Faith who explains she’s
tried that, with no luck.
• Checks the FAQs on Platinum’s Support
site and finds a different procedure.
• Reads procedure to Faith who reports
success.

13. The Fragmented Customer Experience
User Guide
Online
Help
FAQs
Web
Content
Tutorial

14. Meet Platinum’s Employees

15. Platinum’s Siloed Content Infrastructure

16. Product Manager, Sales and Marketing
at Platinum
Meet Pam, she…
• Is responsible for quarterly updates to
the new SuperSoftware product.
• Works with engineering and her team
to prepare marketing material and Web
content that Sabrina used.
• Prepares slide decks and internal
communications to teach internal
employees about the features and
benefits of the exciting new product.

17. Technical Writer
Meet Todd, a Technical Writer at
Platinum. He…
• Writes the user guides and help
systems for the SuperSoftware product
line. Won a Technical Writing Award
from an industry organization.
• Uses the software specifications and
works with the engineering team to
learn and write about the product.
• Uses XMetaL to single source his
documentation and help.

18. Instructional Designer
Meet Ida, an Instructional
Designer at Platinum. She…
• Builds classroom training and
eLearning tutorials for the
SuperSoftware product line.
• Works with subject matter experts from
Pam’s team to learn the product.
• Uses Word, PowerPoint, and Articulate
to build her training content and
repurposes content whenever
possible.

19. Support Specialist
Meet Sean, a Support Specialist
at Platinum. He…
• Works with the engineering team to
learn the product.
• After product launch, he compiles data
about support calls and posts FAQs,
tips and tricks on Platinum’s Website.
• Uses XMetaL and repurposes content
whenever possible.

20. What Are You Experiencing?
User Guide
Online
Help
FAQs
Web
Content
Tutorial

21. Poll – Content-related Challenges
Like Platinum Inc, what content-related challenges has your
organization experienced? Check all that apply.
 Our customers have a fragmented experience when receiving
information from our company.
 I believe my company develops content that no one uses.
 I believe my company has a lot of potential for reusing content.
 We have difficulty keeping content up to date.
 We have difficulty keeping translated content up to date.
 Our content development is often not in synch with our product
development.
 We have shifted to Agile product development, but our content is not
developed and maintained as part of the Agile process.
 I know we need to solve this problem, but I don’t know how to get
started.

22. A Fragmented Workflow

23. A Fragmented Workflow

24. A Fragmented Workflow

25. Optimized Content Infrastructure

26. Through Each Stage of the Lifecycle

27. Structured Content – A Business
Strategy, Not A Technology
• Begin with the business
case and develop
success measures
• Assess and identify
opportunities for
optimization
– Customers
– Content
– Technology
– Process
– Resources

28. Opportunity Assessment

29. Achieve an Optimized Experience
DesignRight
• Receive timely
information
• Information is accurate
and current
• Customer experience is
consistent throughout the
lifecycle
Platinum
• Work cross functionally
throughout lifecycle
• Develop a content model
to reduce and reuse
content
• Reduce development
costs
• Reduce SME time
• Speed up time to market

30. Where Are You?

31. How to Get Started with a Cross Functional
Approach to Content Management
Task Analysis
— User Tasks —
156 Understand workflow • • • • • • •
9.3 Prepare the system • •
9.4 Login • •
9.5 Perform a session for a new case • •
9.6 Create case information • •
9.7 Edit or delete a usage profile • •
9.8 Perform imaging •
150 Interpret imaging •
9.9 Start & stop recording for a manual run • •
9.10 Start & stop automatic pullback • •
9.11 Review run • •
9.12 Create or delete a bookmark • •
9.13 Edit a bookmark label • •
9.14 Edit a run label • •
9.15 Perform automatic lumen & vessel segmentation • •
Tuesday, January 13, 2009
Row# for
Sort Only
DB ID Source Content Element Function SME User Manual Setup Guide Service Manual
1 1 GUG 01. USING THE DEVICE Section Include
2 466 GUG 01A. Workflow Subject J Smith Include
3 467 GUG General Workflow Statement J Smith Include
4 468 GUG Alternate paths to workflow Statement B Jones Include
5 2 GUG 01B. System Setup Subject B Jones Include Include Include
6 3 GUG Component descriptions Statement J Smith Include Include Include
7 4 GUG To connect the MDU Action J Smith Include Include Include
8 5 GUG To connect the Catheter Action J Smith Include Include Include
9 6 GUG To connect the TSC Action J Smith Include Include Include
10 7 GUG To turn on the System Action J Smith Include Include Include
11 791 Caution: Power up sequence Alert J Smith Include Include Include
12 826 GUG Warning: Single Use Alert J Smith Include Include
13 8 01C. Starting a Case Subject J Smith Include Include
14 9 To log in Action B Jones Include Include
15 10 To enter patient data Action B Jones Include Include
16 11 01D. Run Descriptions Subject J Smith Include Include
Seller
Tech
Support
Field
Service
Learning Lifecycle for PlainView
BostonScientificLearners
• Field Service Workshop
• Field Service Manual
• User Guide
• Installation guide
• Tech Support Workshop
• Tech Support Tool
• User Guide
• Trainer’s Guide for Sellers
• Sales training Workshop
• User Guide
• Quick Guide
• Field Service Web Site
• Support & Resources Web Site
• Interactive Tutorials and Simulations
• Field Service Web Site
• Support & Resources Web Site
• Interactive Tutorials and Simulations
Pre Launch Ongoing
Launch
• Field Service Web Site
• Support & Resources Web Site
• Interactive Tutorials and Simulations

32. Beyond the Book and the Class - Using
DITA for Training & Support
Cart Features
© 2005 Boston Scientific or its affiliates. All rights reserved. 12
Tuesday, February 10, 2009

33. Questions and Next Steps
www.lr.com
Joan.Lasselle@lr.com
Jana.Humphreys@lr.com
Tom.Voltz@lr.com
www.justsystems.com
sales@justsystems.com
1-866-793-1542