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TCUK 2012, Ian Ampleford and Peter Jones, Why would we want to talk to customers
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TCUK 2012, Ian Ampleford and Peter Jones, Why would we want to talk to customers

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TCUK 2012, Ian Ampleford and Peter Jones, Why would we want to talk to customers?

TCUK 2012, Ian Ampleford and Peter Jones, Why would we want to talk to customers?

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  • Why didn’t we before? Perhaps fear of the unknown? No opportunity. I’d been at ARM for over 11 years and in that time had only met one customer. I was there to give that customer a good listening to.
  • Why didn’t we before? Perhaps fear of the unknown? No opportunity. I’d been at ARM for over 11 years and in that time had only met one customer. I was there to give that customer a good listening to.
  • Why didn’t we before? Perhaps fear of the unknown? No opportunity. I’d been at ARM for over 11 years and in that time had only met one customer. I was there to give that customer a good listening to.
  • Transcript

    • 1. 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 Architect1
    • 2. Who or what is ARM?2
    • 3. 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
    • 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? 4
    • 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 5
    • 6. 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
    • 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. 7
    • 8. 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
    • 9. Making arrangements9
    • 10. Interviews10
    • 11. What we learned part one Listening to customers:11
    • 12. What we learned part two Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam mattis sem a nisi pellentesque pellentesque. Aliquam erat volutpat. Duis at justo vel nisi vehicula ultricies. Phasellus ornare urna Lorem ipsum doloret vestibulum felis. Vestibulum ac elit. Nullamaugue. Sed turpis, sit amet, consectetur adipiscing dignissim mattis sem sodales sagittis rhoncus. Pellentesque habitantvolutpat. a nisi pellentesque pellentesque. Aliquam erat morbi tristique Duis at justo vel nisi vehicula ultricies. Phasellus ornare urnaegestas. Donec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ac turpis senectus et netus et malesuada fames turpis, et vestibulum felis. Vestibulum ac dignissimAenean ipsum magna, sed pellentesque. ac vestibulum orci. augue. Sed mattis sem a nisi pellentesque urna tortor. Ut Aliquam erat volutpat. sodales sagittis rhoncus. congue porttitor vitae Pellentesque habitant morbi tristique Duis at justo vel nisi vehicula ultricies. Phasellus a, dapibus quis augue. Morbi ornare neque ornare urna senectus et vel dui et malesuada fames acmagna egestas. Donec netus tincidunt ac commodo turpis turpis, et vestibulum felis. Vestibulum ac dignissim augue. Sed volutpat. Donec nec quam sed urna tortor. Utvel faucibus dolor. Curabitur ipsum magna, purus, ac vestibulum orci. Aenean sodales sagittis rhoncus. Pellentesque habitant morbi tristiquefacilisis rhoncus pellentesque. porttitor vitae congue a,consequat libero, at dignissim magna congue viverra. dapibus quis augue. Morbi ornare neque senectus et netus et malesuadamollis ac turpis egestas. Donec Cras fames vel dui tincidunt ac commodo magna volutpat. Donec nec quam sed urna tortor. Ut ac vestibulum orci. Aenean nisi, tincidunt vel condimentum at, ultrices vitae Pellentesque libero ipsum magna, purus, vel faucibus Lorem Curabitur facilisis rhoncus pellentesque. sapien. dolor. ipsum dolor sit amet, consectetur adipiscing elit. porttitor vitae congue a, dapibus quis augue. Morbi ornare neque Cras mollis Nam vestibulum consequat elit, convallis dictum dui fringilla eget. consequat libero, at dignissim magna congue viverra. vel dui tincidunt ac commodo magna volutpat. Donec nec quam Pellentesque libero nisi, tellus. Aenean tincidunt accumsan volutpat. Sed id In nec libero tincidunt vel condimentum at, ultrices vitae purus, vel faucibus dolor. Curabitur facilisis rhoncus pellentesque. sapien. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras mollis consequat libero, at lacus commodo pharetra pulvinar vel lorem. Pellentesque in dui id dignissim magna congue viverra. Nam vestibulum consequat elit, convallis dictum non fringilla eget. nulla sem. condimentum at, ultrices dui Pellentesque libero nisi, tincidunt vel Nam pellentesque sapienvitae justo suscipit hendrerit. In nec libero tellus. Aenean tincidunt accumsan volutpat. Sed id sapien. Lorem ipsum dolorQuisque aliquam elementum metus, quis accumsan nisl sit amet, consectetur adipiscing elit. dui id lacus scelerisquepharetra pulvinar tellus arcu, Pellentesque in commodo lobortis. Integer vel lorem. Nam vestibulum consequat elit, convallis dictum dui fringilla eget. dapibus id cursus eu, nulla sem. Nam pellentesque Mauris in gravida suscipit hendrerit. sodales id accumsan volutpat.justo leo. Sed condimentum sapien non In nec libero tellus. Aenean tincidunt purus. Sed id Quisque aliquam elementumvel blandit lorem dictum nislamet. Quisque luctus bibendum lacus, metus, quis accumsan dui id lacus commodo pharetra pulvinar vel lorem. Pellentesque in sit scelerisque cursus justo. Vivamus molestie adipiscing urna, sed sodales lobortis. Integer tellus arcu, dapibus id cursus eu, nulla sem. Nam pellentesque sapien non justo suscipit hendrerit. sodales id purus. Mauris in gravida leo. Sed condimentum Quisque aliquam elementum metus, quis accumsan nisl a tortor sed elit suscipit tristique. massa elementum eget. Duis bibendum lacus, vel blandit lorem dictum sit amet. Quisque luctus scelerisque lobortis. Integer tellus arcu, dapibus id cursus eu, cursus justo. Vivamus molestie adipiscing urna, sed sodales sodales id purus. Mauris in gravida leo. Sed condimentum massa elementum eget. Duis a tortor sed elit suscipit tristique. bibendum lacus, vel blandit lorem dictum sit amet. Quisque luctus cursus justo. Vivamus molestie adipiscing urna, sed sodales massa elementum eget. Duis a tortor sed elit suscipit tristique.12
    • 13. What customers really want I have an idea, help me make it work.13
    • 14. 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
    • 15. Thank you15
    • 16. Questions? Questions and suggestions are welcome Please contact ian.ampleford@arm.com or peter.jones@arm.com16
    • 17. AcknowledgementsSlide 1 Kilroy http://lelandrucker.com/wp-contents/uploads/2011/04/kilroy.jpgSlide 2 Mekon www.mekon.comSlide 3 Dr Evil http://bennyhills.fortunecity.com/leary/378/bigglesworth.htmlSlide 4 Smiley sycophants http://christiandebates.yuku.com/topic/594Slide 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.jpgSlide 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.htmlSlide 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

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