Digital Site Management for the Product Management Department (Concurrency Corporation)
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Transcript of Digital Site Management for the Product Management Department (Concurrency Corporation)
ContentsExecutive SummaryCurrent State AnalysisFuture State AnalysisBusiness CaseAdoption & Implementation PlanningNext Steps
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BackgroundYour organization currently faces a number of challenges related to its management of externally-facing Websites, including:
Challenging and costly to keep Websites fresh and to post new contentCannot easily surface important info important to visitors, increasing volume of costly support callsCannot maintain brand identity across sitesIT is a bottleneck for posting content and business users do not know HTMLLack of brand consistency and content policy applications across Website sitesCannot deliver “YouTube”-like functionality on sitesCannot use sites to build/maintain customer communities
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Engagement ParticipantsParticipant Name Department Role
(name) (department) (title)
(name) (department) (title)
(name) (department) (title)
(name) (department) (title)
(name) (department) (title)
(name) (department) (title)
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Executive SummaryConcurrency proposes expanding upon your current Office System deployment to digitally reach and retain site visitors with a familiar, unified platform that makes authoring easy and enables community and self-serviceImplementing the proposed Digital Site Management Solution will provide you with:
Business unit Web content self-publishing for Marketing and Customer Service DepartmentsRich Web 2.0 capabilities with wikis, blogs, tagging, ratings, and rankings for Web content to enhance the customer experience and drive site visitor retention Improved Web content management and disposition through application of content types and retention policies52% decrease in labor required to develop Web contentReduce overall reporting cycle time by 82%Anticipated annual benefit of $260,000 5
ContentsExecutive SummaryCurrent State AnalysisFuture State AnalysisBusiness CaseAdoption & Implementation PlanningNext Steps
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Process Phase Description
Marketing and Customer Service departments develop and review new product content for external Website
Content sent to IT Department for initial publication; staged content reviewed and approved by Marketing and Customer Service Departments prior to release
New and existing customers access Web content to inform potential purchase or to seek answers to product questions
Content published to Website periodically updated and eventually retired
Key Stakeholders
• Marketing Department• Customer Service
Department
• IT Department• Marketing Department• Customer Service
Department
• Customer• Customer Service
Department
• IT Department• Marketing Department• Customer Service
Department
High-Level Problems Identified
• Content created separately by both departments in Word documents, limiting consistency and increasing review time
• Users lack rich Web 2.0 capabilities with existing tools
• IT is a bottleneck for posting content
• No escalation process to drive efficiency
• Email becomes de-facto workflow engine
• Marketing and Customer Service must re-review content to make sure it displays as desired on staging pages
• Inability of visitors to self-service on Web results in costly support calls.
• We need to use our sites to build/ maintain customer communities.
• Little brand consistency nor content policies across our sites
• Stale and outdated content remains available long after useful life
Impact
• Cannot easily surface important info important to visitors
• Less rich customer experience with Website
• Challenging and costly to keep our Websites fresh and to post new content
• Lengthy publishing process increases likelihood of stale content
• Customers cannot find info they seek and either turn to competitors, or call customer service, increasing support costs
• Customers cannot find info they seek and either turn to competitors, or call customer service, increasing support costs
Current State Process Analysis
Create and Review Content
Publish Web Content
Access Web Content
Maintain Web Content
Digital Site Management Process Analysis Summary
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Current State Process Diagram
Total Labor: 17.25 Hours
Total Labor: 11 Hours
Total Labor: 10.5 Hours
Total Elapsed Time: 15 Days
Your Website
Current State Process Diagram
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Total Labor: 1.5 Hours
Total Labor: 1.5 Hours
Total Elapsed Time: 10 Days
Total Labor: 1 Hour
Your Website
ContentsExecutive SummaryCurrent State AnalysisFuture State AnalysisBusiness CaseAdoption & Implementation PlanningNext Steps
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Future State Process AnalysisPerformance Reporting Process Phases – Analysis Summary
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New Process Phase Description
Marketing and Customer Service departments develop content enabled by rich Web 2.0 capabilities for external Website without IT support
Marketing department publishes the external Web content they want, when they want without requiring IT support
New and existing customers access Web content to inform potential purchase or to seek answers to product questions
Streamlined content management through application of content types and automated standards for retirement
Key Stakeholders
• Marketing Department• Customer Service
Department
• Marketing Department • Customer• Customer Service
Department
• Marketing Department• Customer Service
Department
High-Level Improvements
• Web content authoring experience is like Word and in the context of the Web page itself, not “cut/paste”
• Quick page creation, editing, publishing, and language variation
• Easily add podcasts and streaming video
• Automatic workflows for content review prior to publishing
• Business unit self-publishing
• Consistent branding is easy, publishing internally and externally is consistent experience
• Loyal customers get enhanced Web 2.0 experiences with wikis, blogs, tagging, ratings, and rankings
• The best search experience
• Build community and self-service for interest groups
• Common content types and policies across site collections, ensuring Web content adheres to overall content management strategy
• Set up content types and policies to auto-create and dispose of content
• Improved discoverability and ability to place content on legal hold
Impact / Benefit
• Strengthened ability to track and retain customers through richer Website content
• Reduced need for follow-up reviews as authors can see how their content will display while it is developed
• Significantly faster Web content publication cycle
• Reduced risk of content obsolescence
• Reduced IT involvement frees up IT time for more important activities
• Richer content drives new customer revenue
• Improved product content reduces existing customer call volume (e.g., self-service help)
• Customer forum and ranking activities helps drive customer community, and ultimately brand loyalty
• Reduced cost to maintain content
• Decreased risk of stale content on Website
Create and Review Content
Publish Web Content
Access Web Content
Maintain Web Content
LevelOfComplexity
Low
High
High
Low
5
3
3 5
1
Value to Business
Prioritized Process Solutions
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1
Deliver rich Web 2.0 capabilities to improve customer experience with wikis,
blogs, tagging, ratings, and rankings(SharePoint Server 2010)
Enable Marketing and Customer Service Department Web self-
publishing(SharePoint Server 2010)
Establish and use Content Types to drive governance and policy application to
content(SharePoint Server 2010)
Enable automatic workflows for content review prior to publication
(SharePoint Server 2010)
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Future State Process Diagram
Total Labor: 10.25 Hours
Total ElapsedTime: 3.5 Days
Total Labor: 9.25 Hours
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Future State Process Diagram
Total Elapsed Time: 1 Day
Total Labor: 0.25 Hours
Total Labor: 0.75 Hours
Your Website
ContentsExecutive SummaryCurrent State AnalysisFuture State AnalysisBusiness CaseAdoption & Implementation PlanningNext Steps
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Anticipated Benefits - ProcessID Process Phase
Improvement Description
Benefits Technology Leveraged
KPI Impact(s) Affected Stakeholders
1Create and Review Content
• Web content authoring experience is like Word and in the context of the Web page itself, not “cut/paste”
• Deliver rich Web 2.0 capabilities with wikis, blogs, tagging, ratings, and rankings
• Automatic workflows for content review prior to publishing
• Strengthened ability to track and retain customers through richer Website content
• Reduced need for follow-up reviews as authors can see how their content will display while it is developed
SharePoint Server 2010
• 5% decrease in labor required
• 40% decrease in process cycle time.
• Marketing Department
• Customer Service Department
2Publish Web Content
• Enable Marketing and Customer Service Department Web self-publishing
• Consistent branding is easy, publishing internally and externally is consistent experience
• Significantly faster Web content publication cycle
• Reduced IT involvement frees up IT time for more important activities
SharePoint Server 2010
• 95% decrease in labor required
• 95% decrease in process cycle time.
• Marketing Department
• Customer Service Department
• IT Department
3Access Web Content
• Loyal customers get enhanced Web 2.0 experiences with wikis, blogs, tagging, ratings, and rankings
• The best search experience
• Build community and self-service for interest groups
• Improved product content reduces existing customer call volume (e.g., self-service help)
• Customer forum and ranking activities helps drive customer community, and ultimately brand loyalty
SharePoint Server 2010
• 10% Improvement in Customer Retention
• 20% Decrease in Tier 1 Service Calls
• Customer• Customer Service
Department
4Maintain Web Content
• Set up content types and policies to auto-create and dispose of content
• Reduced cost to maintain content
• Decreased risk of stale content on Website
SharePoint Server 2010
• 86% decrease in labor required
• 90% decrease in process cycle time.
• Marketing & Customer Service Department
• IT Department
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Anticipated Benefits - Financial
ID Process Phase
Improvement Description Estimated Revenue Increase
Estimated Cost Decrease
Total Benefit
1
Create and Review Content
• Web content authoring experience is like Word and in the context of the Web page itself, not “cut/paste”
• Deliver rich Web 2.0 capabilities with wikis, blogs, tagging, ratings, and rankings
• Automatic workflows for content review prior to publishing
$60,000 $60,000
2
Publish Web Content
• Enable Marketing and Customer Service Department Web self-publishing
• Consistent branding is easy, publishing internally and externally is consistent experience
$80,000 $80,000
3
Access Web Content
• Loyal customers get enhanced Web 2.0 experiences with wikis, blogs, tagging, ratings, and rankings
• The best search experience • Build community and self-
service for interest groups
$50,000 $50,000 $100,000
4 Maintain Web Content
• Set up content types and policies to auto-create and dispose of content
$20,000 $20,000
Total Estimated Benefits $260,000
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Anticipated Costs
Cost Area Component One-Time Costs Ongoing-Costs
Software Additional CALs $10,000 -
Hardware 2 Additional Servers $6,000 -
Training Information Worker Training $30,000 -
Deployment Solution roll-out and implementation $100,000 -
Other N/A - -
Total $146,000 N/A
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ContentsExecutive SummaryCurrent State AnalysisFuture State AnalysisBusiness CaseAdoption & Implementation PlanningNext Steps
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Adoption & Implementation Planning Summary
ID Improvement Description
Resources Required Implementation Owner
Additional Stakeholders
Notes
1
Deliver rich Web 2.0 capabilities to improve customer experience with wikis, blogs, tagging, ratings, and rankings
•Training content for Marketing and Customer Service employees on Web 2.0 content development
• IT department resources for solution development and/or project management
•Customer Service and Marketing department volunteers for pilot testing
•Customer Service Department
• Customer• Marketing
Department• IT Department
2
Enable Marketing and Customer Service Department Web self-publishing
• IT department resources for solution development and/or project management
•Customer Service and Marketing department volunteers for pilot testing
•Marketing Department
• Customer Service Department
• IT Department
3
Enable automatic workflows for content review prior to publication
• IT department resources for solution development and/or project management
•More detailed process analysis to redesign workflow
• IT Department
• Customer Service Department
• Marketing Department
4
Establish and use Content Types to drive governance and policy application to content
•Set guidance on content types and usage• IT department resources for solution development and/or project management
•Customer Service and Marketing department volunteers for pilot testing with specific content types
•Marketing Department
• Customer Service Department
• IT Department
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Potential Adoption Roadblocks
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Stakeholder Group
Anticipated Resistance to Change Degree to which Resistance will Limit Initiative Success
Mitigation actions
Technical
Marketing Department
• Lack of Web 2.0 capabilities knowledge• High level of perceived technical complexity
High
• Develop brief training document and FAQ
• Technical demonstration of Web 2.0 capabilities in SharePoint 2010
Customer Service Department
• Lack of Web 2.0 capabilities knowledge• High level of perceived technical complexity
Mid
• Develop brief training document and FAQ
• Technical demonstration of Web 2.0 capabilities in SharePoint 2010
IT Department • N/A Low • N/A
Cultural
Marketing Department
• Reluctance to embrace need for Web 2.0 content capabilities
• Perception of additional publication workload
High
• Reward involvement in deployment and participation
• Solution demonstration to show speed of use / creation
Customer Service Department
• Reluctance to embrace need for Web 2.0 content capabilities
• Staff may be reluctant to change current business process
Mid
• Highlight time saving benefits of solution
• Solution demonstration to show speed of use / creation
IT Department• Strong ownership of multiple process
phases; feels that current process is “good enough”
Mid
• Highlight short-term and long-term process and information benefits
• Emphasize time (labor and cycle) freed to focus on higher-value activities
Adoption Roadblock Mitigation Actions by Stakeholder
Adoption Category Marketing Department Customer Service Department IT Department
Awareness
Awareness generating communications via email, newsletters, manager meetings, etc., targeted to stakeholder group and concerns
Awareness generating communications via email, newsletters, manager meetings, etc., targeted to stakeholder group and concerns
Awareness generating communications via email, newsletters, manager meetings, etc., targeted to stakeholder group and concerns
Value Demonstration
Demonstrate improvement in productivity through quick hits and quick wins; also show overall process improvements and reduced impact on staff. Provide useful tactical training to support roll-out.
Demonstrate improvement in productivity through quick hits and quick wins; also show overall process improvements and reduced impact on staff. Provide useful tactical training to support roll-out.
Emphasize performance process and productivity improvements to department as well as economic cost and implementation timeline.
Integration & Alignment
Ensure proposed solutions/ initiatives are aligned with both with business and IT strategy and direction
Ensure proposed solutions/ initiatives are aligned with both with business and IT strategy and direction
Ensure proposed solutions/ initiatives are aligned with both with business and IT strategy and direction
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ContentsExecutive SummaryCurrent State AnalysisFuture State AnalysisBusiness CaseAdoption & Implementation PlanningNext Steps
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Next StepsReview presentation and proposal with decision maker(s) and stakeholders for approvalConsider a SharePoint Deployment Planning Services (SDPS) follow-up engagementExecute work order for projectSchedule kick off meeting for week of _____ and weekly status meetingsPropose schedule:
A) Deadlines for initial milestones, orB) Date to finalize initial milestones
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