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Wendy Richardson - Transforming the CX with Technical Content
- 1. Transforming the CX with Technical Content Wendy Richardson, SVP Tech Communications and Knowledge Management
- 2. 2 Employee Journey Optimize the global operating model(s), align the global tools, processes and people Share your story and value proposition with key stakeholders Understand friction points and manual efforts Assess and adapt the content and technology to support current and future needs
- 3. 3 Customer Journey Shifting From Moving To • Static, monolithic webpages • Micro site management Shifting From: • Static, monolithic webpages • Micro site management • Disparate knowledge platforms • Broad notifications Moving To: • Dynamic, mobile- enabled platform • Targeted, customized & multichannel content delivery • Unified, integrated KM • Personalized notifications
- 4. 4 Driving Customer Focused Desirability (Human) Feasibility (Technical) Viability (Business) Design
- 5. What’s Next? 5 AVAILABLE / USEFUL FINDABLE ENGAGING DRIVES BUSINESS VALUE Covers all products and functionality. Targeted to meet customer needs Robust and intelligent search capabilities. Optimize taxonomies & information models Interactive and personalized experience, including chat-bot integration Predictive analytics enables recommendations BusinessValue Few companies past this point Human Machine / AI Content Maturity Model Content Function *Courtesy of Zoomin
- 6. 6
Editor's Notes
- Pace of Tech Change is rapid. The flashiest gets the most attention---- Mastercard --- Apple Pay, Latest tokenization and security measures…. Tech Comm and the value can get lost – so it’s imperative that we (as leaders and ambassadors of Tech Comm) communicate the value across the org Yesterday we heard great presentations on how content has a direct impact on the CX, on buying decisions and ultimately the bottom line… so, I don’t need to argue my premise… but I want to give you a diff perspective – and hopefully leave you with some nuggets in the next 15 mins that you can take back
- HAPPY MOTIVATED EMPLOYEES – PRODUCE AND DELIVER WITH HIGHER QUALITY….. DITA XML – YEARS AGO ASSESS THE VOLUMES OF CONTENT - OPTIMIZE AND EMBED Share the vision - LISTEN, ALIGN WITH THEIR MISSION AND THE CORP MISSION
- UNDERSTANDING CUSTOMERS GETS MORE COMPLEX EACH YEAR – AS THE TYPES OF CUSTOMERS EVOLVE – AND THEIR DEMANDS RISE TECH CONFERENCE – MODEL 1ST HALF SHARING – 2ND HALF LISTENING --- PRIORITIZE & ADDRESS TOP FRICTION POINTS – YOU SAID--- WE RESPONDED ----BUILD TRUST
- DESIGN THINKING – IS A DISCIPLINE THAT OFFERS A DEEP UNDERSTANDING OF HOW CUSTOMERS EXPERIENCE YOUR PRODUCTS, SERVICES AND ONLINE PRESENCE, WHILE DRIVING AN ITERATIVE PROCESS FOR IMPROVEMENTS CAUTION – THOUGHTFUL – ABOUT
- EVOLUTION OF OUR CONTENT --- HOW THE VALUE INCREASES AS WE MAKE OUR CONTENT MORE INTELLIGENT