Internal Collaboration and Customer Engagement

Copyright © 2016 Earley Information Science1
Internal Collaboration and
Customer Engagement
Copyright © 2016 Earley Information Science
Seth Earley, CEO, Earley Information Science
James Goldman, Content Marketing and Strategy
Consultant
Marcia Robinson, Partner, Global Head, Knowledge
Management, Mercer

Today’s Agenda
• Welcome & Housekeeping
• Dino Eliopulos, Managing Director, Earley Information Science
• Session duration & questions
• Session recording & materials
• Take the polls & the survey!
• The Panelist Point of View
• Seth Earley, CEO, Earley Information Science (@sethearley)
• James Goldman, Content Marketing and Strategy Consultant (@mediaingredient)
• Marcia Robinson, Partner, Global Head, Knowledge Management, Mercer
(@MarciaRnyc)
• Expert Panel Discussion
• Questions & Answers
• Join the conversation: #earleyroundtable

Copyright © 2016 Earley Information Science3 Copyright © 2016 Earley Information Science
Internal Collaboration and Customer Engagement

“Collaboration is about
solving complex
problems, thinking about
the future, adapting
continuously”
“It's all about the end
customer. Better meeting
their needs and their
wants”
“Customer processes tend
to be cross-functional so
making improvements
depends on people
working together across
departments”
Importance of collaboration

• All external facing capabilities require
an internal supporting process
• The quality of those external
experiences are dependent on the
quality of internal source systems and
the ability to streamline information
flows
• For example, consider the source of
customer support information –
ultimately that content comes from
experts and engineers who design
products and solutions
• Making that information consumable
in multiple downstream contexts
requires a means for easily finding,
reusing and sharing content and data
• Increased, efficient, low friction
collaboration allows for a faster clock
speed of decision making and
responsiveness
Why Customer Experience Requires Collaboration

MarketingCommerce
Support
Reviews
Documentation … Manuals
Warranty
Content value chain
Product
Development
Product
Managers
Marketing
Managers
Merchandizers
Product content / Promotions
Product
documentation
Promotions
Support
materials
Online
training
Marketing
Managers
Product
Managers
Web
Content
Market
Research
Web
Promotion
Web Site
Internal audiences
need to easily find,
share and reuse
content to support
the external
customer
experience
Collaboration and Knowledge Sharing

Poll Question #1
Has the organization identified issues related to upstream collaboration
as a challenge?

Yes, this is something that has leadership’s
attention
Yes, but pain identified only on a departmental
basis
We know it is a problem but we call it something
else
None of the above
Has the organization identified issues related to
upstream collaboration as a challenge?
a
b
c
d

Seth Earley - Biography
Seth Earley
CEO and Founder
Earley Information
Science
Over 20 years experience
Current work
Co-author
Editor
Member
Former Co-Chair
Founder
Former adjunct professor
Guest speaker
AIIM Master Trainer
Course Developer & Master Instructor
Data science and technology, content and knowledge
management systems, background in sciences (chemistry)
Enterprise IA and Semantic Search
Information Organization and Access
US Strategic Command briefing on knowledge networks
Northeastern University
Boston Knowledge Management Forum
Long history of industry
education and research in
emerging fields
Academy of Motion Picture Arts and Sciences, Science and
Technology Council Metadata Project Committee
Editorial Journal of Applied Marketing Analytics
Data Analytics Department IEEE IT Professional Magazine
Practical Knowledge Management from IBM Press
Cognitive computing, knowledge and data management
systems, taxonomy, ontology and metadata governance
strategies

• The key is to identify the most critical handoffs
and well as opportunities for co-authoring as well
as sources of friction
• These are the places where interventions will
provide the greatest impact
• This can be accomplished through analysis of
voice of the customer information or internal
surveys about how people accomplish their work
Determining critical collaboration points

Customer feedback points to internal disconnects
“I waited on hold for 30 minutes, was transferred twice, could not track my order. Was not functioning -
arrived with missing parts. Service rep couldn’t answer questions. Could not find the support info.”
Long hold times
Problems tracking order
Learn Buy Get Use Pay Support
Customer Experience
Missing parts
Service rep knowledge
Self service usability
Marketing Sales Distribution Service Finance Support
Enterprise Processes: Departments/Functional Areas

Map Processes + Accountabilities to Customer Journeys
Learn Buy Get Use Pay Support
Customer Experience
Marketing Sales Distribution Service Finance Support
Enterprise Processes: Departments and Accountabilities
AccountabilitiesProcesses
 Marketing Ops
 Product Mkting
 Marketing Comm
 Digital Mkting
 Training
 Dealers
 Retail
 Web Marketing
 Channel Mgmts.
 Telemarketing
 Sales
 Sales Support
 Logistics
 Installation
 Activation
 Product
Development
 Operations
 Manufacturing
 Procurement
 Applications
 Quality
Assurance
 Finance
 Billing
Operations
 Credit &
Collections
 Customer
Care
 Executive
Escalations
 Call Center
Operations
Opportunities for collaboration across processes to address customer experience issues

Collaboration value chain
Internal audiences need to easily find,
share and reuse content to support the
external customer experience
Merchandizers
Product managers
Category owners
MARKETING PROMOTION / PLANNING
PRODUCT DEVELOPMENT
Product Data/Content Product Content / Product Assets
DAM
PRODUCT ONBOARDING
PIM
Manager
Catalog
Manager
Merchandizer
Campaigns
Email Marketing
Social media
Promotions
DEMAND GENERATION
$
Marketing managers
Marketing analysts
CONTENT STRATEGY
Editorial manager
Content manager
Category manager
Product content
Product assets
Marketing plans
ECOMMERCE
PERSONALIZATION
STRATEGIES
Purchase history
Demographics
Interest profile
Buyer persona
CUSTOMER SUPPORT
Call Center
Agents
Documentation
Warranty
Knowledgebase
Content/data source
Person/role
Collaboration
PROCESS
Support managers
K-base owner
CUSTOMER SELF
SERVICE
Reviews
Manuals
Knowledgebase
Regional managers
Market Analyst
Merchandizer
Market data
Regional demographics
Store sales
STORE PROMOTIONS

Product
Managers
Content value chain
EXTERNAL AUDIENCES
INTERNAL AUDIENCES
Product
documentation
Instructor
Lead Courses
Support
materials
Online
training
Sales
Enablement
Engineers
Marketers
Product
Development
Specifications
Research
Market strategy
Customers
Retailers
Resellers
Channel Partners
DITA
RSS Feeds
Content Syndication
Customer Self-
Service
Technical
Support

• Solving these problems require a common view and understanding
of the customer experience
• Cross departmental collaboration is the only way to address these
kinds of disconnects across stages of the customer lifecycle
Collaboration Opportunities
Collaboration around process
Collaboration around content

Poll Question #2
Where are your greatest challenges in providing an engaging customer
experience?

Product onboarding processes and handoff
between departments
Quick response to changing customer needs w/
updated content
Quick response to changing customer needs w/
updated content
None of the above
Where are your greatest challenges in providing
an engaging customer experience?
a
b
c
d

• 15+ years experience developing initiatives to engage digital users
• Contributing editor on Content Strategy and Content Marketing for
CMSWire
• Focus on building content production capabilities
• Content lifecycles, production and structure, full value content marketing
James Goldman - Biography
James Goldman
Content Marketing
and Strategy
Consultant
Enterprise Tech
• Oracle
• Hewlett Packard
Enterprise
• Salesforce
• GE
Life Sciences
• Stanford Research
International
• Intuitive Surgical
Legal + Government
• New Zealand Trade &
Enterprise
• The Presidio Trust
• Littler Legal
Key Verticals

Content’s Impact On the Customer Experience
1
Governance
On Boarding
Taxonomy
Structure
ROI
Engagement
Lead Scoring
Personalization
SEO
Social
Web
Production Measurement
Consumption
Content
KM
Support
Sales
Demand Gen
Marketing
User Experience
Communications
The content created experience @mediaingredientJames Goldman ©2016

Unified Methods to Create Unified Experiences
Customer Return On Investment
Cross functional use
cases. How can we
effect production,
measurement and
experience?
What is the impact on
the customer journey
and the personas that
impact that journey
Leveraging the value
of an insight driven
business
Organization
@mediaingredientJames Goldman ©2016

Poll Question #3
What would you say is the greatest obstacle to addressing your
challenges?

Technical infrastructure
We don’t have the correct tools
Cultural and process issues
People need to work differently
Data and content
The quality and information sources is not there
Governance and accountability
There is no central authority to address these challenges
None of the above
What would you say is the greatest obstacle to
addressing your challenges?
a
b
c
d
e

• Experienced knowledge management professional
• Previous experience include EDS, Unisys, SunTrust Bank, and Frontier
• Specialties
– Knowledge Management
– Digital Workplace
– Social Collaboration
– Intranet
• Best selling author:
Marcia Robinson - Biography
Marcia Robinson
Partner, Global Head,
Knowledge
Management
Mercer
– Employee Engagement
– Change Management
– Voice of the Customer
– Innovation
– SharePoint
– E-commerce
– Offshoring
– Outsourcing

Hear It
•Focus on standardization
•Apply best-practice
processes
•Implement new
technology
Believe It
•Focus on adoption
•Drive engagement
•Optimize content and
findability
•Connect employees
Live It
•Focus on unified user
experience
•Integrated knowledge sharing
•Embed in culture
•Drive self-service
Collaboration Journey
Traditional Intranet Social Intranet Digital Workplace

Personalizing Collaboration to Drive Employee Engagement
Intranet
SalesForce
Career
Time
Tracking
Financials
Email
Marketing
Benefits
People
Learning
Rob
Relationship
Manager
Sandy
Sales
Susan
Senior Leadership
Claudia
Consultant
Annie
Administrative
Assistant
Andy
Analyst
Oliver
Operations
Digital Workplace

Panel Discussion

Roundtable Discussion
Seth Earley
CEO
Earley Information
Science
James Goldman
Content Marketing
and Strategy
Consultant
Marcia Robinson
Partner, Global Head,
Knowledge
Management
Mercer
Dino Eliopulos
Managing Director
Earley Information
Science
Moderator

References
• Customer Experience Promoting Collaboration:
http://blog.walkerinfo.com/blog/relationship-management/customer-experience-
promoting-collaboration
• Customer experience: a matter of collaboration:
https://www.imeetcentral.com/customer-experience-matter-collaboration/
• How To Improve Customer Experience Through Collaboration
http://philpreston.co/how-to-improve-customer-experience-through-collaboration/

Earley Information Science helps
organizations establish a strong
information architecture and content
management foundation
Realize your digital transformation
vision with EIS.
Earley Information Science (EIS)
Information Architects for the Digital Age
Founded – 1994
Headquarters – Boston, MA
www.earley.com
For more info contact:
info@earley.com
careers@earley.com

Internal Collaboration and Customer Engagement

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