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Future of Technical Communication: Transformation from being a Cost Center to Profit Center

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Session on how to transform technical information team into a Profit Center at #stcindia2016.

Traditionally, technical information business unit (TIBU) in enterprise companies is seen as cost-center. We are usually centers of excellence providing ancillary services to the revenue generating product development teams.

With the changing dynamics of the times and technologies, our domain has been evolving. Be it google-searchable content, social media, communities, rich media, UX, omni-channel content, TIBU has a never-before opportunity to transform into a profit center. Further, the emphasis on better user experience and customer experience is now at the core of the product design.

Session Outline
The article provides insights into the following thoughts:
• A paradigm shift from cost center to profit center
• Is technical content the new sales opportunity?
• How to leverage new generation content creation, content consumption, and content analytics.
• Cost of customer acquisition-engagement through technical content.
• How technical content can enhance brand experience.
• The ways of generating revenue through technical content.

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Future of Technical Communication: Transformation from being a Cost Center to Profit Center

  1. 1. 2 © 2016 CA. ALL RIGHTS RESERVED. Agenda TRENDS & OPPORTUNITIES HOW WE CAN TRANSFORM MEASURES AND GUIDELINES TECHNICAL INFORMATION AS A PROFIT CENTER 1 2 3 44
  2. 2. 3 © 2015 CA. ALL RIGHTS RESERVED.
  3. 3. 4 © 2016 CA. ALL RIGHTS RESERVED. Key Questions 1 What’s the cost of poor documentation? Do you know? 2 Is content the new sales opportunity? How? 3 What’s the true value of Content or RoI? Any guesses? 4 © 2016 CA. ALL RIGHTS RESERVED.
  4. 4. 5 © 2016 CA. ALL RIGHTS RESERVED. Become a CONTENT CHAMPION Instruction Manuals, Guides, PDFs, HTML help, Tools, Publishing USEFUL and RELEVANT CONTENT Become a CUSTOMER ADVOCATE
  5. 5. 6 © 2015 CA. ALL RIGHTS RESERVED. SALEABLE PRODUCT CUSTOMER ACQUISTION AND SATISFACTION INCREASED BRAND SUCCESS 6 © 2016 CA. ALL RIGHTS RESERVED.
  6. 6. 7 © 2015 CA. ALL RIGHTS RESERVED.
  7. 7. 8 © 2016 CA. ALL RIGHTS RESERVED.
  8. 8. 9 © 2016 CA. ALL RIGHTS RESERVED. CUSTOMER CONTENT EXPERIENCE The Value of CONTENT
  9. 9. 10 © 2015 CA. ALL RIGHTS RESERVED. Opportunities Involve in the Buyer journey Track performance and Repeat Expand the reach Edu, Service, UX, CX Customer First Content Amplify and be a thought leader Content as acquisition engine Solve pain points
  10. 10. GEORGE STENITZER Content Strategy / Understanding Your Audience 4 Ways to Model the Buyer’s Journey
  11. 11. 12 © 2016 CA. ALL RIGHTS RESERVED.
  12. 12. 13 © 2016 CA. ALL RIGHTS RESERVED.
  13. 13. 14 © 2015 CA. ALL RIGHTS RESERVED. • • • • • • • • • • • • • • • • • • •
  14. 14. 15 © 2015 CA. ALL RIGHTS RESERVED. 
  15. 15. 16 © 2016 CA. ALL RIGHTS RESERVED.
  16. 16. 17 © 2015 CA. ALL RIGHTS RESERVED. Questions?? and some answers too!
  17. 17. Senior Information Services Engineer ravikumar.adapa@ca.com Ravi Kumar Adapa @ravikumaradapa

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