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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 …

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.

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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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  • 1. COMMUNITIES
  • 2. FEATURINGTHE EVOLUTION OFDOCUMENTATION ANDCUSTOMERSUPPORT
  • 3. AT WHATPOINTDOES D O C U M E N T A T I O N BECOME SUPPORT?
  • 4. ANSWER :WHEN IT’S PART OF A OF SERVICES THAT PROVIDE USER ASSISTANCE FOR APRODUCT OR SERVICE
  • 5. FUTUREFirst let’s trace the history
  • 6. This is
  • 7. DID You know: some scholars believe cave paintings documented animal migration patterns and hunting successes
  • 8. It solved the problem of recording early history
  • 9. ANDTHEN
  • 10. Did you know: Egyptian scribes were highon the social ladder alongside priests. WRITTEN CONTENT
  • 11. It solved the problem of documentingreligion and agriculture but was only used by a few educated people WRITTEN CONTENT
  • 12. ON PARCHMENT DID you KNOW: Parchment allowed theproduction of manuscripts which eventually led to universities
  • 13. ON PARCHMENTWhich solved the problem of distributing documentation and making it possible to educate people on more complex subjects
  • 14. THEN A MAJOR
  • 15. GUTENBERG’S PRESS Did you know: The Press led to a flood of printedmaterial in just a few short decades
  • 16. GUTENBERG’S PRESS Which solved the problem ofdocumenting and distributing scientific discoveries through scholarly journals
  • 17. INMODERN TIMES
  • 18. THE FIRST COOKBOOK FRENCH CUISINEThus began the first modern day trend to document repeatable processes for tradesmen
  • 19. THE FIRST COOKBOOK FRENCH CUISINE Which solved the problemof training many people on how to make things
  • 20. LATER THATCENTURY
  • 21. USER MANUALS BECAME POPULAR1950’s the documentation of technology products trained people on how to use them
  • 22. USER MANUALS BECAME POPULAR1950’s Which solved the problem of quickly training people on how to use complicated tools
  • 23. SOONTHE DIGITAL
  • 24. MEDIADocumentation page counts increased and rich media was needed to teach people even more complicated tools
  • 25. MEDIA Which solved the problem of shipping largedocuments at a low cost and added the ability to use rich media
  • 26. ANDRECENTLY...
  • 27. Static htmldocumentation thatserves as customer support
  • 28. Which solved the problemof updating documentationand support materialswithout the need toreship updated media
  • 29. SO WHAT ISN EEDED FO RTODAY’S
  • 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. NOT WORKING
  • 32. It’s Time for a new approach isn’t it?
  • 33. WHAT’S THE PROBLEM
  • 34. TODAY’S WEB SUPPORTSITES ARE
  • 35. AS ARE PDF SITES
  • 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. IT’S LIKE HEARING THE SAME PRE-RECORDED MESSAGE OVER AND OVER AGAIN
  • 38. THAT DOESN’TWORK INTODAY’SENVIRONMENT
  • 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. WHYDOES IT HAVE TO BE
  • 41. WHYDOES IT HAVE TO BE
  • 42. ANDUN FRIEN LY
  • 43. IT DOESN’T HAVE TO BE BECAUSE…
  • 44. SUPPORT HAS O L VEE V D WIT H T H E TIMES
  • 45. AND HASADAPTEDTO MAR K ET
  • 46. TOSUPPORT
  • 47. TODAYSO
  • 48. IN ORDER TOSATISFY TODAY’S YOU NEEDSUPPORT SITES...
  • 49. THAT MEETCHALLENGES
  • 50. WHILECOSTS ANDREVENUE
  • 51. LIKE SITES FROM
  • 52. OR MORESUCCINTLY...
  • 53. THE WEB
  • 54. Search thatlearns how to be better over time
  • 55. Quick resolutions to customer issues
  • 56. For increased adoption and contentcontributions
  • 57. Rich media enables quicker learning
  • 58. CURATION A ALYTICSAGING
  • 59. How old is our content across the site? AGINGAllow content to be rated by users
  • 60. PDF’S ORCOMMUNITY
  • 61. EASYCHOICEISN’T IT
  • 62. THEFUTURE
  • 63. THEFU URE T
  • 64. T I ‘SPERSONAL
  • 65. & MOBILE Support on the run and at your fingertips
  • 66. Gestural interfaces to interact with objects for support& INSTANT
  • 67. ANDTEACHESBASED ON YOUR
  • 68. WHILECREATINGSUPPORT CURRICULUMS THE
  • 69. THIS ISGAME
  • 70. AFTER ALL
  • 71. SHOULD BE FRIENDLY
  • 72. THAN YOU K MIKE PUTERBAUGH HAL WENDEL JESSE RUBIN
  • 73. K MAR FIDELMAN MINDTOUCH.COM/BLOG @markfidelmanSlideshare.net/fidelman

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