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Joe Gelb: Taxonomy and Delivery


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LavaCon Las Vegas 2016 Presentation

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Joe Gelb: Taxonomy and Delivery

  1. 1. LavaCon October, 2016 Joe Gelb Hide and Go Seek: Taxonomy and Delivery
  2. 2. Touchpoints are the building blocks of the customer experience.  In The Past
  3. 3. (Forrester) The Shift to Customer Experience
  4. 4. DISCOVER SEARCH RESEARCH COMPARE DECIDE Source: Forrester Research, Inc. Documentation Portal/ Knowledge Base Customer Community IoT CRM (Support)CRM (Sales)Web Search USE GET HELP SHARE PERSONALIZE TRUST EVANGELIZE FRIEND PURCHASE Digital Experience Through Content Delivery
  5. 5. Improving CX via Content Answer Help them get things done as quickly as possible Engage But still have an incentive to stay with us afterwards
  6. 6. Key to Success: Deliver Relevant Content Quickly END USER Role: I’m an IT technician at a data center Goal: How do I configure the Scan Engine Context: using the virtualization console in Linux? USER DETAILS  PREFERENCES  OWNERSHIP  ROLE  GEOLOCATION  ACTIONS RELEVANT INFORMATION HIDDEN INFORMATION NON-USEFUL INFORMATION INFO
  7. 7. Optimizing Support through Easy Access to Product Knowledge INFO SMES and technical writers contribution END USER Case Deflection Customer support Proactive Expert Advice Ticket Submission Quick-link to solutions Access to restricted information See solutions for similar issues
  8. 8. → Common language and vocabulary, single voice → Common search and filter experience → Consistent perspective on user scenarios → Role → Goal → Context Taxonomy is the Glue that Holds them Together
  9. 9. → Hierarchical list of terms → Each term represents a semantic “subject” or “category” → For tech docs: → Describes our product domain → Models our use case scenarios What is Taxonomy?
  10. 10. → Option 1: Top Down – Create a hierarchical representation of our domain, or adapt an existing corporate taxonomy → Option 2: Agile – Based on user scenarios: role, goal, context [Breaking down use case scenarios into a taxonomy] → Reality: You will use a combination of both…. Developing Your Taxonomy
  11. 11. → Subject Scheme = Taxonomy + possibility for ontological relationships → Specialization of a DITA Map → Relationship tables can be used for relationships between subjects → Subject = facet → <subjectdef> used to define a facet → <navtitle> or @navtitle = facet title → @keys = global identifier for the facet → Nested <subjectdef> elements creates the hierarchy → <subjectHead> creates groupings of facets Modeling Your Taxonomy Using a DITA Subject Scheme
  12. 12. → Categorization of your content based on the subject matter → Achieved through “labelling” content with one or more term → Classification is done outside the actual content resources → It’s like sticking a label onto a book, but you can have many labels → Does not require you to change the actual content → Does not require you to “own” the content → [Classifying without metadata tagging….] What is Classification?
  13. 13. → Faceted search → Documentation Portal → Community → CRM / Knowledgebase → Cross-touchpoint discoverability → Content entitlements → Intelligent Context Sensitivity → IoT: Internet of Things Putting Taxonomy Into Practice for Content Delivery
  14. 14. Product Content Hub • Shared Taxonomy • Classification • Faceted & Full text-search • SEO enablement • Entitlements • Personalization • Content recommendations • Cross touch-point enrichment Formal Product Content Call Center Knowledge Base Customer Community Documentation Portal IoT App
  15. 15. Product Content Hub Formal Product Content Call Center Knowledge Base Customer Community Documentation Portal IoT App
  18. 18. Example: Granting entitlements for installation Partners → They are more than just customers → We do not want them to see content internal for our company Steps 1. Add access level to your taxonomy: e.g. “Partner” 2. Tag content that is specific for Partners 3. Create a new content role group and assign users to that group Use Case: Content Entitlements
  19. 19. Today: Hard coding context IDs or URLs: Next Generation: applications find topics with semantics to find the topic that is most contextually correct → → context=34455&version=7.0 → topicname=“install.html”&Product=prod-storm-cluster → Product=prod-storm-cluster&task=task-installation → Product=Router450&ErrorCode=16&Firmwarever=3.55&Audience=enduser →‐saas&Version=v9‐ 0&P1=ApplicationConfig&P2=ApplicationAdd&P3=dsh Use Case: Intelligent Context Sensitive Help
  20. 20. → IoT: → Network of physical objects that feature an IP address → Communication between these objects and other Internet-enabled devices and systems → IoT opens up new opportunities for delivery of tech docs: → Personalized delivery of content based on real-time device status → Applicable to troubleshooting, installation and configuration tasks Use Case: IoT / Connected Devices
  21. 21. → Heather is the proud owner of a Roomba 600 device → During a routine cleanup, the device stopped working and beeped 6 times. IoT & the Evolution of Documentation Delivery: A User Story Beep Beep Beep
  22. 22. WHAT DOES HEATHER DO? Beep Beep Beep   Roomba beeps 6 times  
  23. 23. → Forces the user to go-back-and-forth between the device and the browser → Error prone due to manual typing → Leads users to Google, exposed to misleading information → Not personalized to the specific traits of the customer’s device (model, version, firmware, error codes etc.) USER EXPERIENCE: 2016
  24. 24. Next Generation User Experience: Personalized Taxonomy-based Content 1 2 Alert Received 3 Device Status 4 Topic Presented 
  25. 25. Documentation Cloud Device Status Err 6 Customer Experience: 2017 Commands Device Version, Status Error 6 Workflow  Designer <XML> ErrorCode=16&Firmware=3.55&Audience=enduser
  26. 26. Organization → Shared taxonomy between technical documentation, support and other groups that create content Process → Implement an agile process → Analyze your customer journey → Update taxonomy based on new and updated customer journeys Technology → Implement dynamic publishing supporting all touchpoints Summing Up: Best Practices
  27. 27. RESULTS EMPLOYEES Increased Productivity Improved Engagement Knowledge Retention SUPPORT AGENTS Less Tickets Lower AHT Higher FCR MARKETING Site Traffic Boost Brand Loyalty Lower Effort Increased Spend Brand Loyalty CUSTOMERS