Why would we want to talk
to customers or them to us?
TCUK 03 Oct 2012
Ian Ampleford, Director of Technical Communications
Peter Jones, Information Architect
1

Who or what is ARM?
2

Who or what is ARM?
ARM is a UK based company with over 2000 employees
We have design centers in:
France
Germany
India
Norway
Sweden
UK
USA
We design Intellectual Property (IP) with a number of partners
We don’t manufacture processers or silicon chips
How many ARM-based devices were sold by our partners in 2011?
3

Finding folk to talk to you part one
 Why would we want to talk to them?
 We were changing to a DITA content model.
 We were advised by our consultants to do this:
 Mekon.
 The Rockley group.
 We wanted to involve our customers in the change.
 We didn’t know how our audience used the content:
 Reference?
 Task?
 Concept?
 How often?
 On-line?
4

Finding folk to talk to you part one
 Why would we want to talk to them?
 We were changing to a DITA content model.
 We were advised by our consultants to do this:
 Mekon.
 The Rockley group.
 We wanted to involve our customers in the change.
 We didn’t know how our audience used the content:
 Reference?
 Task?
 Concept?
 How often?
 On-line?
 Our boss thought that it was a good idea
5

Finding folk to talk to you part one
 Why would we want to talk to them?
 We were changing to a DITA content model.
 We were advised by our consultants to do this:
 Mekon.
 The Rockley group.
 We wanted to involve our customers in the change.
 We didn’t know how our audience used the content:
 Reference?
 Task?
 Concept?
 How often?
 On-line?
 Our boss thought that it was a good idea.
 We agreed that it was a VERY good idea!
6

Finding folk to talk to you part two
 Why would they want to talk to us?
 To be involved in the change.
 The content we provide has room for improvement.
 They have suggestions for improvement.
7

Finding folk to talk to you part two
 Why would they want to talk to us?
 To be involved in the change.
 The content we provide has room for improvement.
 They have suggestions for improvement.
 Their boss thought that it would be a good idea?
8

Making arrangements
9

Interviews
10

What we learned part one
Listening to customers:
11

What we learned part two
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12

What customers really want
I have an idea,
help me make it work.
13

What now?
 We send updates if there is progress with any of the issues
that a customer has raised.
 We participate in a customer survey to measure document
satisfaction:
 Satisfaction and neutral returns are currently at approximately 95%
 We get in contact if a customer states that they are dissatisfied and
wishes to discuss their concerns
 We seek possible enhancements if the dissatisfied customer does not
wish to discuss the issue
 We react quickly to errata when our customers raise them
 We are collaborating with other parts of the business to
standardize our deliverables,
 We are discussing delivery and format of source files.
14

Thank you
15

Questions?
Questions and suggestions are welcome
Please contact ian.ampleford@arm.com or peter.jones@arm.com
16

Acknowledgements
Slide 1
 Kilroy http://lelandrucker.com/wp-contents/uploads/2011/04/kilroy.jpg
Slide 2
 Mekon www.mekon.com
Slide 3
 Dr Evil http://bennyhills.fortunecity.com/leary/378/bigglesworth.html
Slide 4
 Smiley sycophants http://christiandebates.yuku.com/topic/594
Slide 9
 Nascar http://en.wikipedia.org/wiki/File:NASCAR_practice.jpg
 Phone http://hellskitchennyc.blogspot.com/2010_04_01_archive.html
 Roulette wheel http://en.wikipedia.org/wiki/File:Roulette_-_detail.jpg
Slide 10
 Meeting table http://www.emailogic.com/blog/?p=239
 Language barrier http://www.stargazersworld.com/category/advice/improve-your-game/page/2/
 Conference call http://www.babybokchoi.com/2011/03/25/conference-call-work/
 Scroll http://meganpragel.wordpress.com/category/history-of-visual-communications/
 Business cards http://www.japanikuiku.com/185/japanese-business-card-exchange-meishikoukan/
 Collaboration http://tony-wilson.com.au/blog/why-collaboration-works-%E2%80%93-it%E2%80%99s-not-just-sharing-information/
Slide 11
 Simulation http://www.cl.cam.ac.uk/research/srg/han/hprls/orangepath/timestable-demo/channel-io.html
 Tesla http://1.bp.blogspot.com/-UNUVqRO5Fgw/Te0_pUJIjSI/AAAAAAAAQdM/xtrVIr1Xv3I/s1600/Tesla18Dalek10006Ft.jpg
 Silos http://justincaseyouwerewondering.com/2011/09/15/3-questions-that-help-me-define-imc/
Slide 12
 Lost http://collegecandy.com/2009/06/30/life-after-college-im-lost-literally/
 Fog http://upload.wikimedia.org/wikipedia/commons/thumb/3/3f/San_francisco_in_fog_with_rays.jpg/558px-San_francisco_in_fog_with_rays.jpg
 Jigsaw http://flower-monster.blogspot.com/2010_06_01_archive.html
Slide 13
 Unicorn http://flyingpinkunicorns.blogspot.com/
 Goal http://www.admissioncouncil.com/aboutus.php
 Crystals http://en.wikipedia.org/wiki/File:Insulincrystals.jpg
 Frame http://www.themezoom-neuroeconomics.com/Golden_Frame
 Package http://www.filecluster.com/reviews/tag/mac/page/2/
 Today http://www.mricons.com/icon/1666/128/calendar-today-icon
 Navigation http://howtowritebetter.net/writing-directions-%E2%80%93-north-south-east-west-or-what/
Slide 14
 Listening http://gregdetisionlinesuccess.com/wp-content/uploads/2011/08/listening1.jpg
17