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The Experience Comes First (STC New England - InterChange2016)

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Companies have several departments that create content…marketing, customer care, documentation, user experience...it seems like EVERYONE is communicating with the customer. BUT are they communicating with each other? Not so much. Silos. It’s not a new problem, but it is a growing problem. Customers may hear a different tone or voice, depending on the source. Sometimes the information differs. Which is one correct? How do you know? Why put customers in that place? How can we get it together and communicate accurate information in one unified voice? And what is that voice? We’ll talk about breaking down silos, creating a team, and getting the focus on the right place…doing what is right for the customers.

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The Experience Comes First (STC New England - InterChange2016)

  1. 1. 1 The Experience Comes First InterChange April 1, 2016
  2. 2. 22Sonos A few hats I wear… • Technical writer • Information architect • Information designer • Consultant • Employee • Trainer • College professor • Mentor
  3. 3. 33Sonos
  4. 4. 4 Credit: smiley-talentmgtcom
  5. 5. 55Sonos Team • A group of people who compete in a sport, game, etc., against another group • A group of people who work together - Merriam Webster Dictionary
  6. 6. 6 Credit: http://www.birthday-presence.org/
  7. 7. 7 Credit: http://millennialsd.com
  8. 8. 8 Credit: teamwork-bookboon.com
  9. 9. 9
  10. 10. 10 Credit: unicorns_cottoncandyfabrics
  11. 11. 11 Credit: Afro Ninja Productions
  12. 12. 12 Credit: http://www.cruxdigital.nl/tag/silos/
  13. 13. 1313Sonos It’s not just content • Resources • Infrastructure • Tools
  14. 14. 1414Sonos So, let’s fix it…but wait
  15. 15. 1515Sonos Reaction • Impact efficiency • No time • Too busy • Too new
  16. 16. 1616Sonos Change is hard
  17. 17. 1717Sonos Credit: Magnus Lindkvist
  18. 18. 1818Sonos So, what to do?
  19. 19. 1919Sonos First…
  20. 20. 2020Sonos Credit: http://www.theatlantic.com
  21. 21. 2121Sonos They both are.
  22. 22. 2222Sonos “John and Paul were so obviously more creative as a pair than as individuals, even if at times they appeared to work in opposition to each other.” Joshua Wolf Shenk “The Power of Two” The Atlantic
  23. 23. 2323Sonos • Steve Jobs and Steve Wozniak • William and Dorothy Wordsworth • Martin Luther King Jr. and Ralph Abernathy The essence of their achievements, it turns out, was relational. Joshua Wolf Shenk “The Power of Two” The Atlantic
  24. 24. 2424Sonos So what does this mean for us?
  25. 25. 2525Sonos Get out of the box! Credit: sharepointmaven.com
  26. 26. 2626Sonos First…
  27. 27. 2727Sonos Help others get out of the box…
  28. 28. 2828Sonos Figure out who needs to be on the team Who creates content?
  29. 29. 2929Sonos Figure out who needs to be on the team • Product documentation • Customer Care • Marketing • Brand • Sales • Web • UI Designers • Developers • Across departments • Across Regions
  30. 30. 3030Sonos Identify your allies • Who works on content similar to yours? • What are their needs? • Is there anything that you can help them with? • Build relationships! • Communicate!
  31. 31. 3131Sonos Three Pillars Communicate! Communicate! Communicate!
  32. 32. 3232Sonos Be a new best friend… • Insert yourself • Set up a monthly meeting, even if it’s just a check in…what are you guys working on? • Does your company use Skype or Slack? Message them once in a while…keep them updated on what’s in a release…hey, did you know…maybe they already heard, but maybe not! • Sit with them at lunch • Listen in on the Customer Care phone calls • Ask what’s new in their world
  33. 33. 3333Sonos Communicate Constantly
  34. 34. 3434Sonos The best outcome…
  35. 35. 3535Sonos They all think it was their idea!
  36. 36. 3636Sonos Where to begin?
  37. 37. 37Sonos 37 Wireframes
  38. 38. 38 Error Messages
  39. 39. 39
  40. 40. 40
  41. 41. 41 Credit: Digitalbloggers.com
  42. 42. 4242Sonos Be careful what you wish for…
  43. 43. 4343Sonos Remember the prime directive
  44. 44. 4444Sonos Experience Comes First
  45. 45. 4545Sonos
  46. 46. 4646Sonos Not really…this is a GOOD problem!
  47. 47. 4747Sonos We’re adding value!
  48. 48. 4848Sonos Traction! Credit: Amazon.com
  49. 49. 4949Sonos What’s next?
  50. 50. 5050Sonos Tone of voice is critical
  51. 51. 5151Sonos Voice • Tied to the values of the company • Reflects the definition of the customer
  52. 52. 5252Sonos Brand
  53. 53. 53
  54. 54. 5454Sonos Initial Project • Summary • Relevance • Success Criteria • Team • Risks • Scope of Work
  55. 55. 5555Sonos State of the work today
  56. 56. 5656Sonos http://www.openmarket.com/blog/silo-smashing-join-movement/
  57. 57. 5757Sonos It’s work in progress…
  58. 58. 5858Sonos With the emphasis on PROGRESS!
  59. 59. 59 Thank you!

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