COMMUNITIES
FEATURINGTHE EVOLUTION OFDOCUMENTATION      ANDCUSTOMERSUPPORT
AT WHATPOINTDOES D O C U M E N T A T I O N            BECOME           SUPPORT?
ANSWER :WHEN IT’S PART OF A        OF SERVICES THAT PROVIDE USER  ASSISTANCE FOR APRODUCT OR SERVICE
FUTUREFirst let’s trace the history
This is
DID You know: some scholars believe cave  paintings documented animal migration     patterns and hunting successes
It solved the problem of recording early                history
ANDTHEN
Did you know: Egyptian scribes were highon the social ladder alongside priests.  WRITTEN CONTENT
It solved the problem of documentingreligion and agriculture but was only used         by a few educated people   WRITTEN ...
ON                   PARCHMENT    DID you KNOW: Parchment allowed theproduction of manuscripts which eventually           ...
ON                  PARCHMENTWhich solved the problem of distributing documentation and making it possible to educate peop...
THEN A MAJOR
GUTENBERG’S  PRESS Did you know: The Press led    to a flood of printedmaterial in just a few short           decades
GUTENBERG’S  PRESS Which solved the problem ofdocumenting and distributing   scientific discoveries through scholarly jour...
INMODERN     TIMES
THE FIRST     COOKBOOK        FRENCH        CUISINEThus began the first modern day trend to document repeatable    process...
THE FIRST   COOKBOOK      FRENCH      CUISINE Which solved the problemof training many people on    how to make things
LATER        THATCENTURY
USER MANUALS          BECAME POPULAR1950’s          the documentation          of technology products trained            p...
USER MANUALS          BECAME POPULAR1950’s     Which solved the problem of            quickly training people on          ...
SOONTHE DIGITAL
MEDIADocumentation page counts increased and rich media was needed to teach people even more             complicated tools
MEDIA Which solved the problem of shipping largedocuments at a low cost and added the ability             to use rich media
ANDRECENTLY...
Static htmldocumentation thatserves as customer     support
Which solved the problemof updating documentationand support materialswithout the need toreship updated media
SO WHAT ISN EEDED FO RTODAY’S
RESEARCH STUDY :TOP CUSTOMER COMPLAINTS ABOUT ONLINE SUPPORT  “I go to Google   “If I find the info it’s    “There’s not e...
NOT WORKING
It’s Time for a new approach isn’t it?
WHAT’S   THE PROBLEM
TODAY’S WEB SUPPORTSITES ARE
AS ARE     PDF SITES
SO THERE’S So people leave your    Content is not rated       Which leads to asite in search of the       and there is no ...
IT’S LIKE HEARING THE SAME  PRE-RECORDED MESSAGE   OVER AND OVER AGAIN
THAT DOESN’TWORK INTODAY’SENVIRONMENT
WHICH MEANSCustomers call support     Customers get upset     Less relevant content   agents instead of     and leave your...
WHYDOES IT HAVE TO BE
WHYDOES IT HAVE TO BE
ANDUN FRIEN   LY
IT DOESN’T HAVE  TO BE   BECAUSE…
SUPPORT HAS      O L VEE   V          D    WIT H T H E     TIMES
AND HASADAPTEDTO MAR K ET
TOSUPPORT
TODAYSO
IN ORDER TOSATISFY TODAY’S     YOU NEEDSUPPORT SITES...
THAT MEETCHALLENGES
WHILECOSTS ANDREVENUE
LIKE SITES FROM
OR MORESUCCINTLY...
THE WEB
Search thatlearns how to  be better  over time
Quick resolutions to customer issues
For increased adoption and   contentcontributions
Rich media  enables quicker learning
CURATION A ALYTICSAGING
How old is our content                    across the site?                        AGINGAllow content to be   rated by users
PDF’S            ORCOMMUNITY
EASYCHOICEISN’T IT
THEFUTURE
THEFU URE      T
T I ‘SPERSONAL
& MOBILE     Support on the run        and at your         fingertips
Gestural interfaces      to interact with     objects for support& INSTANT
ANDTEACHESBASED ON YOUR
WHILECREATINGSUPPORT CURRICULUMS        THE
THIS ISGAME
AFTER ALL
SHOULD BE FRIENDLY
THAN    YOU   K       MIKE PUTERBAUGH         HAL WENDEL         JESSE RUBIN
K  MAR     FIDELMAN   MINDTOUCH.COM/BLOG        @markfidelmanSlideshare.net/fidelman
Game Changing Customer Support Communities
Game Changing Customer Support Communities
Game Changing Customer Support Communities
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Game Changing Customer Support Communities

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Customer Support Communities are changing the support landscape. Follow along as I step you back through time and feature the progression of documentation and how it's evolved into customer support communities.

NOTE: This is my presentation for the Gilbane Analyst Conference in Dec 2010.

Published in: Business
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  • The slides look awesome! Did you know we’re currently running a competition to win a 3M PocketProjector MP180? This fits perfectly in the ‘3MGenius’ category. To enter, simply tag your presentation with ‘3MGenius’ to be entered. Head over to our page for more details... and don’t forget to follow us to find out if you get shortlisted!
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  • Good idea for social support
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  • Let's make it happen.
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  • IdeeWeb. You are a winner. It's actually analogous to the movie 2001 Space Odyssey where it starts out in the stone ages and works its way to the future. The presentation attempts to do the same thing.
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  • Yeah, it is the eye of HAL 9000, maybe you used it because it changed the game rules while playing, but it changed from a support slave to an insensitive master, I hope you do not want to make the same journey and transform your customers to slaves themselves... ;-)
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Transcript of "Game Changing Customer Support Communities"

  1. 1. COMMUNITIES
  2. 2. FEATURINGTHE EVOLUTION OFDOCUMENTATION ANDCUSTOMERSUPPORT
  3. 3. AT WHATPOINTDOES D O C U M E N T A T I O N BECOME SUPPORT?
  4. 4. ANSWER :WHEN IT’S PART OF A OF SERVICES THAT PROVIDE USER ASSISTANCE FOR APRODUCT OR SERVICE
  5. 5. FUTUREFirst let’s trace the history
  6. 6. This is
  7. 7. DID You know: some scholars believe cave paintings documented animal migration patterns and hunting successes
  8. 8. It solved the problem of recording early history
  9. 9. ANDTHEN
  10. 10. Did you know: Egyptian scribes were highon the social ladder alongside priests. WRITTEN CONTENT
  11. 11. It solved the problem of documentingreligion and agriculture but was only used by a few educated people WRITTEN CONTENT
  12. 12. ON PARCHMENT DID you KNOW: Parchment allowed theproduction of manuscripts which eventually led to universities
  13. 13. ON PARCHMENTWhich solved the problem of distributing documentation and making it possible to educate people on more complex subjects
  14. 14. THEN A MAJOR
  15. 15. GUTENBERG’S PRESS Did you know: The Press led to a flood of printedmaterial in just a few short decades
  16. 16. GUTENBERG’S PRESS Which solved the problem ofdocumenting and distributing scientific discoveries through scholarly journals
  17. 17. INMODERN TIMES
  18. 18. THE FIRST COOKBOOK FRENCH CUISINEThus began the first modern day trend to document repeatable processes for tradesmen
  19. 19. THE FIRST COOKBOOK FRENCH CUISINE Which solved the problemof training many people on how to make things
  20. 20. LATER THATCENTURY
  21. 21. USER MANUALS BECAME POPULAR1950’s the documentation of technology products trained people on how to use them
  22. 22. USER MANUALS BECAME POPULAR1950’s Which solved the problem of quickly training people on how to use complicated tools
  23. 23. SOONTHE DIGITAL
  24. 24. MEDIADocumentation page counts increased and rich media was needed to teach people even more complicated tools
  25. 25. MEDIA Which solved the problem of shipping largedocuments at a low cost and added the ability to use rich media
  26. 26. ANDRECENTLY...
  27. 27. Static htmldocumentation thatserves as customer support
  28. 28. Which solved the problemof updating documentationand support materialswithout the need toreship updated media
  29. 29. SO WHAT ISN EEDED FO RTODAY’S
  30. 30. RESEARCH STUDY :TOP CUSTOMER COMPLAINTS ABOUT ONLINE SUPPORT “I go to Google “If I find the info it’s “There’s not enough instead” not accurate or is out content here to help of date” me”
  31. 31. NOT WORKING
  32. 32. It’s Time for a new approach isn’t it?
  33. 33. WHAT’S THE PROBLEM
  34. 34. TODAY’S WEB SUPPORTSITES ARE
  35. 35. AS ARE PDF SITES
  36. 36. SO THERE’S So people leave your Content is not rated Which leads to asite in search of the and there is no scarcity of content or answer elsewhere feedback mechanism to irrelevant content alert you to incomplete or bad content
  37. 37. IT’S LIKE HEARING THE SAME PRE-RECORDED MESSAGE OVER AND OVER AGAIN
  38. 38. THAT DOESN’TWORK INTODAY’SENVIRONMENT
  39. 39. WHICH MEANSCustomers call support Customers get upset Less relevant content agents instead of and leave your site and means lost revenuesolving the problem on potentially arrive on opportunities your support site your competitor’s site
  40. 40. WHYDOES IT HAVE TO BE
  41. 41. WHYDOES IT HAVE TO BE
  42. 42. ANDUN FRIEN LY
  43. 43. IT DOESN’T HAVE TO BE BECAUSE…
  44. 44. SUPPORT HAS O L VEE V D WIT H T H E TIMES
  45. 45. AND HASADAPTEDTO MAR K ET
  46. 46. TOSUPPORT
  47. 47. TODAYSO
  48. 48. IN ORDER TOSATISFY TODAY’S YOU NEEDSUPPORT SITES...
  49. 49. THAT MEETCHALLENGES
  50. 50. WHILECOSTS ANDREVENUE
  51. 51. LIKE SITES FROM
  52. 52. OR MORESUCCINTLY...
  53. 53. THE WEB
  54. 54. Search thatlearns how to be better over time
  55. 55. Quick resolutions to customer issues
  56. 56. For increased adoption and contentcontributions
  57. 57. Rich media enables quicker learning
  58. 58. CURATION A ALYTICSAGING
  59. 59. How old is our content across the site? AGINGAllow content to be rated by users
  60. 60. PDF’S ORCOMMUNITY
  61. 61. EASYCHOICEISN’T IT
  62. 62. THEFUTURE
  63. 63. THEFU URE T
  64. 64. T I ‘SPERSONAL
  65. 65. & MOBILE Support on the run and at your fingertips
  66. 66. Gestural interfaces to interact with objects for support& INSTANT
  67. 67. ANDTEACHESBASED ON YOUR
  68. 68. WHILECREATINGSUPPORT CURRICULUMS THE
  69. 69. THIS ISGAME
  70. 70. AFTER ALL
  71. 71. SHOULD BE FRIENDLY
  72. 72. THAN YOU K MIKE PUTERBAUGH HAL WENDEL JESSE RUBIN
  73. 73. K MAR FIDELMAN MINDTOUCH.COM/BLOG @markfidelmanSlideshare.net/fidelman
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