Joe Gelb: Taxonomy and Delivery
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Transcript of Joe Gelb: Taxonomy and Delivery
LavaConOctober, 2016
Joe Gelb
Hide and Go Seek: Taxonomy and Delivery
Touchpoints are the building blocksof the customer experience.
In The Past
(Forrester)
The Shift to Customer Experience
DISCOVER
SEARCH
RESEARCH
COMPARE
DECIDE
Source: Forrester Research, Inc.
Documentation Portal/Knowledge Base
CustomerCommunity
IoT CRM (Support)CRM (Sales)Web Search
USE
GET HELP
SHARE
PERSONALIZETRUST
EVANGELIZE
FRIEND
PURCHASE
Digital Experience Through Content Delivery
Improving CX via Content
Answer Help them get things done as quickly as possible
Engage But still have an incentive to stay with us afterwards
Key to Success: Deliver Relevant Content Quickly
END USER
Role: I’m an IT technician at a data centerGoal: How do I configure the Scan EngineContext: using the virtualization console in Linux?
USER DETAILS PREFERENCESOWNERSHIP ROLE GEOLOCATION ACTIONS
RELEVANTINFORMATION
HIDDENINFORMATION
NON-USEFULINFORMATION
INFO
Optimizing Support through Easy Access to Product Knowledge
INFO
SMES and technical writers contribution
END USER
CaseDeflection
Customer support
ProactiveExpert Advice
Ticket Submission
Quick-linkto solutions
Accessto restricted information
See solutions for similar issues
→ Common language and vocabulary, single voice
→ Common search and filter experience
→ Consistent perspective on user scenarios
→ Role
→ Goal
→ Context
Taxonomy is the Glue that Holds them Together
→ Hierarchical list of terms
→ Each term represents a semantic “subject” or “category”
→ For tech docs:
→ Describes our product domain
→ Models our use case scenarios
What is Taxonomy?
→ Option 1: Top Down – Create a hierarchical representation of our domain, or adapt an existing corporate taxonomy
→ Option 2: Agile – Based on user scenarios: role, goal, context
[Breaking down use case scenarios into a taxonomy]
→ Reality: You will use a combination of both….
Developing Your Taxonomy
→ Subject Scheme = Taxonomy + possibility for ontological relationships
→ Specialization of a DITA Map
→ Relationship tables can be used for relationships between subjects
→ Subject = facet
→ <subjectdef> used to define a facet
→ <navtitle> or @navtitle = facet title
→ @keys = global identifier for the facet
→ Nested <subjectdef> elements creates the hierarchy
→ <subjectHead> creates groupings of facets
Modeling Your Taxonomy Using a DITA Subject Scheme
→ Categorization of your content based on the subject matter
→ Achieved through “labelling” content with one or more term
→ Classification is done outside the actual content resources
→ It’s like sticking a label onto a book, but you can have many labels
→ Does not require you to change the actual content
→ Does not require you to “own” the content
→ [Classifying without metadata tagging….]
What is Classification?
→ Faceted search
→ Documentation Portal
→ Community
→ CRM / Knowledgebase
→ Cross-touchpoint discoverability
→ Content entitlements
→ Intelligent Context Sensitivity
→ IoT: Internet of Things
Putting Taxonomy Into Practice for Content Delivery
Product Content Hub
• Shared Taxonomy
• Classification
• Faceted & Full text-search
• SEO enablement
• Entitlements
• Personalization
• Content recommendations
• Cross touch-point enrichment
Formal Product Content
Call CenterKnowledge
BaseCustomer
CommunityDocumentation
PortalIoT App
Product Content Hub
Formal Product Content
docs.com
Call CenterKnowledge
BaseCustomer
CommunityDocumentation
PortalIoT App
FACETED SEARCH: DOCUMENTATION PORTAL
FACETED SEARCH: SALESFORCE KNOWLEDGEBASE
Example: Granting entitlements for installation Partners
→ They are more than just customers
→ We do not want them to see content internal for our company
Steps
1. Add access level to your taxonomy: e.g. “Partner”
2. Tag content that is specific for Partners
3. Create a new content role group and assign users to that group
Use Case: Content Entitlements
Today: Hard coding context IDs or URLs:
Next Generation: applications find topics with semantics to find the topic that is most contextually correct
→ http://docs.mycompany.com/csh?
→ context=34455&version=7.0
→ topicname=“install.html”&Product=prod-storm-cluster
→ Product=prod-storm-cluster&task=task-installation
→ Product=Router450&ErrorCode=16&Firmwarever=3.55&Audience=enduser
→ https://help.aternity.com/csh/?Product=console‐saas&Version=v9‐0&P1=ApplicationConfig&P2=ApplicationAdd&P3=dsh
Use Case: Intelligent Context Sensitive Help
→ IoT:
→ Network of physical objects that feature an IP address
→ Communication between these objects and other Internet-enabled devices and systems
→ IoT opens up new opportunities for delivery of tech docs:
→ Personalized delivery of content based on real-time device status
→ Applicable to troubleshooting, installation and configuration tasks
Use Case: IoT / Connected Devices
→ Heather is the proud owner of a Roomba 600 device
→ During a routine cleanup, the device stopped working and beeped 6 times.
IoT & the Evolution of Documentation Delivery: A User Story
Beep Beep Beep
WHAT DOES HEATHER DO?Beep Beep Beep
Roomba beeps 6 times
→ Forces the user to go-back-and-forth between the device and the browser
→ Error prone due to manual typing
→ Leads users to Google, exposed to misleading information
→ Not personalized to the specific traits of the customer’s device (model, version, firmware, error codes etc.)
USER EXPERIENCE: 2016
Next Generation User Experience:Personalized Taxonomy-based Content
1
2 Alert Received 3 Device Status 4 Topic Presented
DocumentationCloud
DeviceStatus
Err 6
Customer Experience: 2017
Commands
Device Version, StatusError 6
Workflow Designer
<XML>
https://docs.acme.com/csh?Product=Roomba&version=450&ErrorCode=16&Firmware=3.55&Audience=enduser
Organization
→ Shared taxonomy between technical documentation, support and other groups that create content
Process
→ Implement an agile process
→ Analyze your customer journey
→ Update taxonomy based on new and updated customer journeys
Technology
→ Implement dynamic publishing supporting all touchpoints
Summing Up: Best Practices
RESULTS
EMPLOYEES
Increased Productivity
Improved Engagement
Knowledge Retention
SUPPORT AGENTS
Less Tickets
Lower AHT
Higher FCR
MARKETING
Site Traffic Boost
Brand Loyalty
Lower Effort
Increased Spend
Brand Loyalty
CUSTOMERS