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[Workshop Part 1-4] Modernizing Your Technical Resource Center - Assessing the Current State with Joe Gelb of Zoomin Software

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Part 1: Assessing the Current State: Needs Analysis and Information Gathering

Learn how to assess the current state of your technical support content by looking through the lens of content strategy and content engineering.

Traditionally, technical details about products and services were considered to be post-purchase content. Technical information — the stuff contained in owner’s manuals, user guides, and other instructional materials — was provided to consumers only after they purchased a product or service. However, that’s changing as companies recognize that prospects often search the web for technical content to make purchasing decisions.

Think of a technical resource center as an online, one-stop shop for information about your products and services. Over time, and done well, a technical resource center can help you grow your business by attracting prospects, while simultaneously working to support and build loyalty and trust with existing customers.

Presented November 27, 2018, at Quadrus Conference Center for Information Development World 2018.

Published in: Technology
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[Workshop Part 1-4] Modernizing Your Technical Resource Center - Assessing the Current State with Joe Gelb of Zoomin Software

  1. 1. Day 1: Assessing the Current State of your Content Delivery Joe Gelb President & Head of Business Development
  2. 2. → Find answers quickly → Where, when you need it → Relevant, personalized Answer Engage Monetize 3 Pillars of Digital Experience for Technical Resources
  3. 3. Answer Engage Monetize → Promote user interaction → Engage with customers → Know your audience 3 Pillars of Digital Experience for Technical Resources Feedback
  4. 4. Answer Engage Monetize → Provide actionable insights → Optimize your product, support marketing and sales → Turn content into revenue 3 Pillars of Digital Experience for Technical Resources Related articles Analytics Feedback
  5. 5. Your Goal: Drive up the content value chain Available & Useful EngagingFindable Drives Business BusinessValue Content Function Covers all functionality Matches customer needs Search works, finds what you need Interactive and personalized experience Effort & spending Human Machine / AI
  6. 6. Driving up the content value chain Few companies cross this point Engaging Interactive and personalized experience Findable Search works, finds what you need Drives Business BusinessValue Available & Useful Covers all functionality Matches customer needs Why are we down here? → Content is hard to find → Too many clicks to find answers → Search is not useful → Content lives on multiple sites → KB articles separated from documentation → No feedback or effective search analytics The Result of our Current State: Our audience can’t find content that we know exists! → Experience is not integrated across all products to support enterprise-level offerings → Wasted opportunity for case deflection → Wasted opportunity to gather metrics → Wasted opportunity to engage → Wasted opportunity to convert leads → Federated search is not enough: Users are drowning in content
  7. 7. 5x content updates 90% content turnaround 10% content development costs The Results of an Effective Technical Resource Center: Measurable ROI Increased Self-Service Improved Engagement Increased Productivity 30% case deflection 15% CES 37% organic search traffic Where you need to be 17% returning users 10x user feedback 23% session duration 15% CTA conversion More Business BusinessValue 18% NPS 8% churn 18% support costs 4% upsell 22% FCR 69% AHT Few companies cross this point
  8. 8. Technical Resources Today: Curated Content • PDFs • WebHelp • Customers hunt • Typical: • Admin Guide • Install Guide • Config Guide • User Guide • Release Notes Product Documentation Support Site Product Docs Product A, v1.0 Product A, v1.5
  9. 9. Technical Resources Today: Curated Content • PowerPoint • PDF • Videos • Typical: • Courses / Modules • E-Learning • Often copied from documentation and becomes outdated Learning & Training University Courses Product A, v1.0 Product A, v1.5
  10. 10. Technical Resources Today: Reactive Content • KB Articles • Case Resolution • Search Knowledgebase • Typical: • How-to Articles • Troubleshooting • Tech Notes • Service Bulletins Support Knowledge Base Support Site Knowledge Base
  11. 11. Technical Resources Today: Crowd-Sourced Content • Threads • Disorganized • Search in chats • Customers hunt • Typical: • Repeated questions • Star responders • Inconsistency • Quickly becomes obsolete Forum Chat Talk Back Community Post your question…
  12. 12. Technical Resources Today: Silos Forum Chat Talk Back Support Technotes KB Articles Documentation & Training Prod A Java C VB .NET Prod B Java C. Prod A User Admin Install Config Release Deploy Prod B User. Prod A V1.0 V1.1 V1.15 V2.0 Prod B V2.5 V3.0 V3.0.1 Prod A Symptom 1 Symptom 2 Symptom 3 Symptom 4 Prod B Symptom 1 Symptom 2 User A Case 1 Case 2 Case 3 Case 4 Prod B Case 1 Case 2 Thread 1 Thread 2 Thread 3 Thread 4 Thread 1 Thread 2 Thread 3 Thread 4 Thread 1 Thread 2 Thread 3 Thread 4 Manuals APIs Courses KBs In my case Prod A Prod B Prod C
  13. 13. Technical Resources Today: Silos Forum Chat Talk Back Support Technotes KB Articles Documentation & Training Prod A Java C VB .NET Prod B Java C. Prod A User Admin Install Config Release Deploy Prod B User. Prod A V1.0 V1.1 V1.15 V2.0 Prod B V2.5 V3.0 V3.0.1 Prod A Symptom 1 Symptom 2 Symptom 3 Symptom 4 Prod B Symptom 1 Symptom 2 User A Case 1 Case 2 Case 3 Case 4 Prod B Case 1 Case 2 Thread 1 Thread 2 Thread 3 Thread 4 Thread 1 Thread 2 Thread 3 Thread 4 Thread 1 Thread 2 Thread 3 Thread 4 Manuals APIs Courses KBs In my case Prod A Prod B Prod C
  14. 14. Modern Technical Resource Center: Crossing Silos Forum Chat Talk Back Support Technotes KB Articles Documentation Training [Orchestration]
  15. 15. Version Control Partners Portal Documentation Portal Developers Portal Support Portal Knowledgebase CRM / Case management Authoring Tools TechDocs API Docs Learning & Training Community Posts KB Articles Dev Tools Content Type Content flow Touchpoint Translation Management .com siteWCM/DXM Typical Content Ecosystem: Current State CCMS Version Control Support KB Static PDF HTML In-Product help Application Community UniversityLMS Community Platform User assistance platforms What Comes Next?
  16. 16. Workshop Activity • Which types of technical content do you produce in your organization? • Who owns the content creation and which tools do they use? • Who controls the distribution of that content? • Where do different audiences typically go now to find content?
  17. 17. Define your requirements and find gaps in current state: Content Ingestion Support Structured Topic-based Content Support localized content Support for video and multi-media content Low migration effort and costs Support multiple formats with consistent presentation
  18. 18. Dynamic Site Navigation Cloud-based online and offline content Search clustering and personalization Ease of configuration without requiring IT resources In-product help Define your requirements and find gaps in current state: User Experience
  19. 19. Access to content based on entitlements and SSO Personalized content collections On-demand PDF generation Allow for multiple paths to arrive at the desired content Define your requirements and find gaps in current state: Personalization
  20. 20. User ratings and feedback Analytics and Reports SME content collaboration Link to support and case-management systems Branded UX design Define your requirements and find gaps in current state: Engagement and Monetization
  21. 21. © 2018 Riverbed Technology. All rights reserved. 21 About Aternity at Riverbed SteelCentral Aternity Lawrence Orin, Documentation Manager, Aternity (until recently) • Runs in web browser • Monitors performance of devices • Monthly releases (Agile) • Audience: IT/Product/Helpdesk • DITA authoring, oXygen • Me + 1 writer • 26,000 hits per month help.aternity.com CSH
  22. 22. © 2018 Riverbed Technology. All rights reserved. 22  Static PDFs (or HTML) – Product  version  publication – Behind login – Customers hunt  Book on the web – TOC, index – Fixed layout, print pages  Not search-centered Classic docs Riverbed Docs: Original State
  23. 23. © 2018 Riverbed Technology. All rights reserved. 23  Our Restaurant’s menu – Public – Gorgeous, tempting – Never give away the recipes!  Aims: – Sell – Upsell – Maintain loyalty – Thrill of what’s new – Thrill of being the best  Technical marketing Business Focus / Customer Focus Main Goals: Why do we have docs, anyway?

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