This document discusses challenges with global content creation and customer experiences. It proposes that companies adopt structured content management and dynamic knowledge delivery to address issues like misaligned content needs, lack of collaboration, and outdated skills. Structured content approaches like single sourcing content can help reduce costs, speed translation, and improve consistency, reusability, and customer focus. The document advertises an upcoming customer experience discovery workshop and knowledge delivery summit from SDL to discuss these topics.

1. SDL Proprietary and Confidential
SDL Knowledge Center:
Advanced Technologies
for Rapid Global Content
Creation
Chip Gettinger, VP Solutions, SDL @cgettinger
SDL Language Customer Success Summit 2015

2. Misalignment on content needs for self-service
Non-contemporary skillsets
No single source of ‘truth’
Lack of departmental collaboration
Common organizational challenges with
global documents today

3. Your customers are frustrated

4. 40% of customers
call support after
attempting self-
service and failing

5. 68% of customers
will leave because
they think the
company doesn’t
care

6. Only one global
business language
really matters…
The language of
the customer

7. 7
Tim Walters, Ph.D., Partner & Principle Analyst
Digital Clarity Group
The New Role for Documentation in the Era of
Customer Experience Management
“Organizations adopted the ‘web first,’
approach to content production, and
now argue the benefits of ‘mobile first.’
Omnichannel CEM requires a rigorous
and well-structured content first capability.”

8. 8
It’s Time to Get More From Your Content
Collaborative
content
creation
Continuous
customer
engagement
Advanced
versioning and
management

9. 9
Establish a deeper connection between like topics and
customer relevancy.
Transformations of Innovation in the Market
Legacy Documents Trend Opportunities
Topic BasedMonolithic
Ability to move into personalization and contextualization.Specific to market segmentationGeneric
Establish an “Content Anywhere” environment to simplify
customer experience.
Device IndependentChannel Specific
Lead with the holistic customer experience, not internal
business units.
Customer Experience FocusedProduct Focused
Eliminate “one off” systems and programs and create “One
Brand” in the mind of customers.
Shared and CollaborativeSilo Driven
Enable stronger customer engagement and increase
retention.
Community and InteractiveOne Way
Shape the demand of the market and increase share
through experience.
Customer FocusedR&D Focused

10. 10
Channel-specific Formatting Doesn’t Scale
Author
Content
Channel

11. 11
Separate Content from Format
Single Source
Content
Channel
Author

12. 12
The Solution: Structured Content (XML)

13. 13
Single Source of Truth Drives Consistency
Policies/Procedures
Compliance
Documentation
Training and Learning

14. 14
Modular Content Benefits
Research & Development
Market Life
PRD
International
Release
English
Release Shelf Life
Traditional
Authoring
Research & Development
Global Revenue & Market Capture Life
Topic
Authoring
LocalizationAuthor Review Publish
Author Review Publish Localize
Key:

15. 15
Our Solution
SDL Knowledge Center
Structured
Content
Management
Collaborative
Review
Dynamic
Knowledge
Delivery

16. 16
Structured
Content
Reviewers
Dynamic Delivery
LanguageAnalytics

17. 17
Benefits of Implementation
○ Decreased translation costs and publishing backlog
○ Start translation process much earlier
○ Collaborative and creative work environment
○ Ability to focus on Customer Experience
○ Consistency for terminology, look and feel
○ Better control of your branding
○ Increase in usability and reuse

18. 18
$25M
saved over
5 years

19. 19
Cut time to
global
markets by
300%

20. 20
An interactive face-to-face engagement that looks at current state
capabilities, helps articulate a future state and identifies a plan and
sequence of activities to get there.
Customer Experience (CX) Discovery Workshop

21. SDL Knowledge Delivery Summit 2015
Moving Forward: The Convergence of DITA and Self-Service
November 16 & 17
San Mateo, CA
www.sdl.com/kds
• Celebrate the past, present and future of knowledge delivery
• Learn from experts in the localization and structured content
communities – sharing best practices
• Network with your peers

22. 22
Thank You
Questions?

23. Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.
Global Customer Experience Management