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Autodesk Knowledge Network: A Knowledge Ecosystem Approach to Integrated Content-Driven Self-Service Download Document
Autodesk aims to transform its business model to a subscription-based approach with a focus on enhancing self-service through a knowledge network. This strategy involves aggregating and syndicating knowledge content from various sources, encouraging community contributions, and leveraging technology for better support and documentation. Future challenges include resource allocation, partnership expansion, and ensuring quality and governance within the knowledge ecosystem.
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Autodesk Knowledge Network: A Knowledge Ecosystem Approach to Integrated Content-Driven Self-Service Download Document
- 1. Autodesk Knowledge Network– a Knowledge Ecosystem Approach to Integrated Content-driven Self-service Tom Williams | Autodesk, Inc https://www.linkedin.com/in/rockdr
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- 3. 3 Our Vision: Help ourcustomers imagine, design, and create a better world • US$2.5 billion • 12 million users • Very global • 7000 employees • 2000 partners
- 4. Autodesk’s Business ModelTransformation • 100% Subscription (as of August 1, 2016) • Increasing share of direct sales • New & rapidly-changing cloud products • Increased need for direct support & learning
- 5. 5 Circa 2013 –Years of Deferred Investment in Self-Service Historically dependent on a global network of 2000 channel partners
- 6. © 2014 Autodesk– Autodesk Confidential § Products are deep, complex professionaltools § Global ecosystem of expertise, highly-federated knowledge, both inside and outside of the company § Need to scale, operate at today’s business pace Why a ‘Knowledge Network’?
- 7. Building a “KnowledgeNetwork” A strategy for embracing and leveraging a federated knowledge ecosystem
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- 14. © 2014 Autodesk– Autodesk Confidential Circa 2013 - Siloed Online Resources Caused by organizational and technological boundaries YouTube Channel Blog Forum Product Team Documentation Support Knowledgebase
- 15. Aggregation Strategy –Remove the Siloes Documentati on Support Knowledge Base YouTube ForumsBlogs IN-PRODUCT WEB BROWSER APP Webinar Recordings Any answer, from any content source To any access modality Atomize, aggregate, organize knowledge assets Deliver via Web Service APIs
- 16. Knowledge-as-a-Service Platform Engagement Rating, Commenting,SharingPresentation-Neutral Format Content Search, Taxonomy Discovery Big Data Integration Analytics Cloud-based Web Service APIs and Widgets (data over HTTP) Help Documentation (Trisoft) Support (SFDC) Topic Areas (Drupal) Discussion Groups YouTube Autodesk University Blogs 3rd Party Partners Content Sources Crawl Aggregate Auto-Classify Auto-Tag Index Aggregation Engine
- 17. Platform Technology Stack •JavaScript + CSS – Dynamic presentation & styling • Drupal – Web site presentation layer, templating, web CMS • Java & OSGi – RESTful web service wrappers • SolrCloud – Indexing & Retrieval (Search) • Aerospike – Highly-scalable NoSQL database • Smartlogic – Text Analytics, Ontology & Taxonomy • Corporate services for authentication, identity & entitlements • Amazon Web Services – Infrastructure • Salesforce Knowledge & Case Management 17
- 18. Publishing - SupportKnowledgebase • Knowledge-Centered Support (KCS) in Salesforce Knowledge • Extract content via API’s, replicate to cloud store 18
- 19. Publishing – Documentation •Documentation authoring in XML-based CMS from SDL • Based on DITA XML Standard • Transform to HTML using DITA Open Toolkit, running in the cloud Simplify, standardize, and automate 19
- 21. “Syndication” • Leverage established’social’ web publishing platforms – Blogs (multiple blogging platforms) – YouTube • Connectors to extract, aggregate and make findable • Syndicate content from both Autodesk and our partners 21
- 22. Syndication – ResellerPartners 22
- 23. Syndication – LearningPartners 23
- 25. Contribution - Portfolioof Knowledge-Sharing Tools • Make it easy • Make it quick • Make it a meaningful knowledge asset “Contributor”: • Autodesk • Partners • Customers (Users)
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- 29. Contribution – “Collections”-Curation as Contribution User-created, sharable “Playlists” of knowledge assets
- 30. Contribution - CreativeCommons Licensing They credit the author for the original creation. Don’t resell this unless you ask the author first! License new creations under the identical terms. • De-monetization of the Autodesk content • Encourage re-use, remixing, translation • Encourage community contribution
- 31. Contribution - CommunityProfile & Reputation
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- 34. Challenges & NextSteps 1. Shift part of resources from platform development to expanding program (go-to-market) aspects 2. Allow partners & experts to offer services as an extension of the network (’services marketplace’) 3. Over-arching content strategy – federated organization, distributed content ownership. Hard to: – Align customer experience, information architecture – Implement standards & governance – Prevent overlaps / duplication – Who does human curation? How do we make it scalable? – Drive quality 34
- 35. Measuring success &performance The good, the ugly, and the work-in-progress
- 36. © 2014 Autodesk– Autodesk Confidential April 2016 Traffic by Channel: § In-Product Help — 8.1 Million sessions (+72% YoY) § AKN Website — 5.4 Million sessions (+35% YoY) § Forums — 2.8 Million sessions (+11% YoY) § 15.3 million sessions across all three channels (~6% overlap among channels) § For comparison, global autodesk.com marketing sites 6.6 million sessions AKN Ecosystem Top Level Volume Metrics
- 37. “Macroeconomic” View ofContact Reduction 37
- 38. (Lack of) CaseTraceability - “Dark Matter” Problem 38 "Web" Chat Phone E-store AKN My Account Email eReg Other (30 options) “Web” ?? Knowledge Network • Huge share of cases coming in via alternate channels and “well-worn paths” for customers • Case origin not easily traced into SFDC • Even if and as we fix that, before vs. after trending not provable
- 39. Web Site Survey 0500 1,000 1,500 Help getting started using an Autodesk product or service Deepen knowledge about a specific product feature, capability, or workflow Contact Autodesk Support and Customer Service Download a product update Troubleshoot an issue with a current Autodesk product or service Other reason Yes No 39 • Primary reason for visit - Why did you come to our site? • Resolution rate - Were you able to accomplish your task? 67% 72% 36% 70% 30% 40% • Primary reason for visit - Why did you come to our site? • Resolution rate - Were you able to accomplish your task?
- 40. “Successful Help Sessions”– Sessions x Resolution Rate 40
- 41. Segment & MeasureDifferently by Business Purpose 41
- 42. High-Level KPI Scorecard(WIP) 42 Learning
- 43. Operational & ContentMetrics (WIP) 43 • Publication • Syndication • Contribution • SEO • Amplification (Shares) • Helpfulness • Moderation • Curation
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- 45. © Technology ServicesIndustry Association