Product instructions are part of the Use cycle of the customer experience but how do you know if they are meeting the needs of your customers?
How do you know if your product instructions are meeting your customers needs?
Sanjeev NC: 5 Game Techniques to Immediately Apply in Your Service DeskitSMF UK
Gamification in service management is nothing new, but all too often it only focuses on points, badges, and leaderboards. In this presentation, Sanjeev goes beyond this, and shows you how you can apply gaming techniques to drive the right behaviours amongst end users and agents. Plus he shares examples of specific game techniques that can be applied to your service desk, based on Yukai Chou's Octalysis framework for gamification and behavioural design.
Take a look at this presentation to gain actionable insights based on game techniques when applied to the service desk; to take away advice on how to improve end user adoption (of the likes of self-service) and agent motivation. Plus learn a new behavioural design framework (Octalysis).
The industry is abuzz with discussions around how technology will improve the service desk and allow it to become more efficient and productive. However, there is always an underlying rhetoric that these technologies will be implemented to the detriment of the service desk analyst. This is simply not the case. As SDI data suggests, the role of the analyst will not become redundant, but will evolve to work alongside technologies, and potentially provide more value to the service desk.
Here Scarlett explores how the role of the service desk analyst will evolve, including what skills will be necessary for the Analyst v2.0. Furthermore, she will look at what this means for the service desk, and how emerging technologies will shape how it will look in the future.
Jon Terry: Respect for People Lean's Neglected PillaritSMF UK
Respect for People is one of the pillars of Lean. If you read the Lean-Agile and DevOps literature or attend conferences, you will hear plenty about culture. However, these ideas usually aren’t presented as systematically and tangibly as the process tools. Most of the Lean principles that we study are focused on the other pillar, continuous improvement. Cultural ideas may be mixed in there but in a way that’s hard to untangle. Or, at the risk of ruffling some feathers, they may seem overly touchy-feely or theoretical brain science-y. This is a real shame. A business can’t just be a nice place to work, full of nice people; it must deliver a steady stream of results for customers and financial stakeholders. But the best long-term results come from providing a sustainable, healthy work environment. So investing in a strong culture is a wise decision for executives and managers.
Here ITSM17 top-rated speaker Jon Terry explores some key ideas around team structure and the responsibilities of both team members and managers in a respectful Lean-Agile company. The presentation provides candidates with a set of seven principles to spell out respect for people to match those for continuous improvement. And it shares some of the source material from which these ideas are derived.
In this session led by two experienced product managers from Constant Contact, a leading SaaS company, you will learn about how a Product Manager operates when they have a SaaS-based product. We will compare product management for a SaaS product with that of packaged or on premise software. The opportunities and challenges presented by SaaS products will be explored. The use of web analytics software to understand customer usage will also be discussed using real-world examples.
About Tom Mignosa and Mike Byerly
Tom and Mike are both long-time product management professionals who have over a dozen combined years of experience at Constant Contact, a pioneer in SaaS applications for SMBs.
Sanjeev NC: 5 Game Techniques to Immediately Apply in Your Service DeskitSMF UK
Gamification in service management is nothing new, but all too often it only focuses on points, badges, and leaderboards. In this presentation, Sanjeev goes beyond this, and shows you how you can apply gaming techniques to drive the right behaviours amongst end users and agents. Plus he shares examples of specific game techniques that can be applied to your service desk, based on Yukai Chou's Octalysis framework for gamification and behavioural design.
Take a look at this presentation to gain actionable insights based on game techniques when applied to the service desk; to take away advice on how to improve end user adoption (of the likes of self-service) and agent motivation. Plus learn a new behavioural design framework (Octalysis).
The industry is abuzz with discussions around how technology will improve the service desk and allow it to become more efficient and productive. However, there is always an underlying rhetoric that these technologies will be implemented to the detriment of the service desk analyst. This is simply not the case. As SDI data suggests, the role of the analyst will not become redundant, but will evolve to work alongside technologies, and potentially provide more value to the service desk.
Here Scarlett explores how the role of the service desk analyst will evolve, including what skills will be necessary for the Analyst v2.0. Furthermore, she will look at what this means for the service desk, and how emerging technologies will shape how it will look in the future.
Jon Terry: Respect for People Lean's Neglected PillaritSMF UK
Respect for People is one of the pillars of Lean. If you read the Lean-Agile and DevOps literature or attend conferences, you will hear plenty about culture. However, these ideas usually aren’t presented as systematically and tangibly as the process tools. Most of the Lean principles that we study are focused on the other pillar, continuous improvement. Cultural ideas may be mixed in there but in a way that’s hard to untangle. Or, at the risk of ruffling some feathers, they may seem overly touchy-feely or theoretical brain science-y. This is a real shame. A business can’t just be a nice place to work, full of nice people; it must deliver a steady stream of results for customers and financial stakeholders. But the best long-term results come from providing a sustainable, healthy work environment. So investing in a strong culture is a wise decision for executives and managers.
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About Tom Mignosa and Mike Byerly
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The Agile Manifesto was published in 2001 and much has changed since then. Read on for an opportunity to rethink the Agile Manifesto. View Agile in a new light and deconstruct which concepts were home runs and which still need to evolve.
Transforming Organizations – from the Perspective of a Technical Mind #GHC15Intuit Inc.
Intuit's Annette Beatty talks about transforming organizations from an engineering mindset at the 2015 Grace Hopper Celebration of Women in Computing Conference.
We use this slide deck to explain the Agile practices that we teach. This is what we call our "Agile Buffet", you don't have to adopt all of these practices but you should understand them so that you can use them as necessary. We are always modifying this presentation, so if you want the most current one, contact us.
OutSystems Lessons: Center of Excellence and Adoption StrategiesOutSystems
Every OutSystems customer is unique (culture, people, technology). Incubating and maturing a Center of Excellence (CoE) ideally should be tailored to your own organization. Hear about some of our experiences working with customers setting up CoEs and get some "Best Practices" you can apply in your own organization.
Learning from a Culture of Collaboration: Engineers do it better. What can de...Intuit Inc.
Intuit's Yvonne So talks about how designers can implement Agile engineering principles into their work at the 2015 Grace Hopper Celebration of Women in Computing Conference.
Requirements are the basis for delivering value on agile projects. This presentation gives you an overview to the practices that make agile requirements work.
For more detailed information, you will find a variety of articles here:
http://ebgconsulting.com/articles.php#agile
To succeed in the Digital Era, organizations turn to Microsoft Digital Advisory Services. Digital Advisors like myself work with organizations to reimagine and transform customer
engagement, employee experiences, business models and operations, to empower organizations to reach their digital aspirations.
Welcome to learn more about our Advisory Services.
Foundational Frameworks a Perspective on PM by Lyft Product LeaderProduct School
Main takeaways:
-Why tech PM have it worse than non-Tech PMs in the technical PM roles?
-You will learn that PM is indeed A Profession of the failures, for the failures…. And yes, the pun is intended!
-You find it hard to understand or define PM? Well, that's exactly why you should join it! OR Illusive definition of PM as a profession is its greatest strength
Minimum Viable Bureaucracy- A Practical Approach to Scaling Agile Project Man...Dialexa
When it comes to scaling agile project management, businesses should consider Minimum Viable Bureaucracy in addition to Minimum Viable Products (MVP). When you are planning your next software (and perhaps hardware) platform or product, make sure you ask your team or company "how do we maintain efficiency and consistency at scale without hindering creativity?"
http://by.dialexa.com/minimum-viable-bureaucracy-a-practical-approach-to-scaling-agile-project-management
Product Instructions: The Missing Piece of the Customer Experiencedclsocialmedia
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience and how to fix it.
Product instructions: The missing piece of the customer experience webinarSharon Burton
The total customer experience is critical to the success of a company; it relates tightly to customer loyalty and increased sales. Companies with better customer experience see their revenues improve through increased spending from existing customers and reduced customer churn.
Product instructions are part of the Use cycle of the customer experience but how do you know if they are meeting the needs of your customers?
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience
The Agile Manifesto was published in 2001 and much has changed since then. Read on for an opportunity to rethink the Agile Manifesto. View Agile in a new light and deconstruct which concepts were home runs and which still need to evolve.
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Intuit's Annette Beatty talks about transforming organizations from an engineering mindset at the 2015 Grace Hopper Celebration of Women in Computing Conference.
We use this slide deck to explain the Agile practices that we teach. This is what we call our "Agile Buffet", you don't have to adopt all of these practices but you should understand them so that you can use them as necessary. We are always modifying this presentation, so if you want the most current one, contact us.
OutSystems Lessons: Center of Excellence and Adoption StrategiesOutSystems
Every OutSystems customer is unique (culture, people, technology). Incubating and maturing a Center of Excellence (CoE) ideally should be tailored to your own organization. Hear about some of our experiences working with customers setting up CoEs and get some "Best Practices" you can apply in your own organization.
Learning from a Culture of Collaboration: Engineers do it better. What can de...Intuit Inc.
Intuit's Yvonne So talks about how designers can implement Agile engineering principles into their work at the 2015 Grace Hopper Celebration of Women in Computing Conference.
Requirements are the basis for delivering value on agile projects. This presentation gives you an overview to the practices that make agile requirements work.
For more detailed information, you will find a variety of articles here:
http://ebgconsulting.com/articles.php#agile
To succeed in the Digital Era, organizations turn to Microsoft Digital Advisory Services. Digital Advisors like myself work with organizations to reimagine and transform customer
engagement, employee experiences, business models and operations, to empower organizations to reach their digital aspirations.
Welcome to learn more about our Advisory Services.
Foundational Frameworks a Perspective on PM by Lyft Product LeaderProduct School
Main takeaways:
-Why tech PM have it worse than non-Tech PMs in the technical PM roles?
-You will learn that PM is indeed A Profession of the failures, for the failures…. And yes, the pun is intended!
-You find it hard to understand or define PM? Well, that's exactly why you should join it! OR Illusive definition of PM as a profession is its greatest strength
Minimum Viable Bureaucracy- A Practical Approach to Scaling Agile Project Man...Dialexa
When it comes to scaling agile project management, businesses should consider Minimum Viable Bureaucracy in addition to Minimum Viable Products (MVP). When you are planning your next software (and perhaps hardware) platform or product, make sure you ask your team or company "how do we maintain efficiency and consistency at scale without hindering creativity?"
http://by.dialexa.com/minimum-viable-bureaucracy-a-practical-approach-to-scaling-agile-project-management
Product Instructions: The Missing Piece of the Customer Experiencedclsocialmedia
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience and how to fix it.
Product instructions: The missing piece of the customer experience webinarSharon Burton
The total customer experience is critical to the success of a company; it relates tightly to customer loyalty and increased sales. Companies with better customer experience see their revenues improve through increased spending from existing customers and reduced customer churn.
Product instructions are part of the Use cycle of the customer experience but how do you know if they are meeting the needs of your customers?
Learn more about:
• What your customers think about your product instructions:
o 95% of your customers are using the product instructions
o 71% of your customers think if the instructions are confusing or incomplete, the overall quality of the product is poor
o 71% of your customers think clear instructions means a company cares about them
• What good product instructions include and why
• 5 signs your product instructions are hurting the customer experience
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Driving Online Sales - Craig Sullivan, The future of the online marketplace 2...Invest Northern Ireland
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If so, then the Business Start Up Boot Camp is for you! It will cover the initial building blocks of setting up a successful business and will provide support, advice, resources, guidance and mentoring to help you create a commercially viable venture.
This guide will walk you through the basics of conversion rate optimization—from why it matters in the first place to how you can go about building your testing and optimization.
How to support your customers painlessly (for you and them) - Denver Startup...Joanne Webb
Presented at Denver Startup Week - 2014
http://www.denverstartupweek.org/schedule/400-how-to-support-your-customers-painlessly-for-you-and-them
A good experience can win you incredibly loyal customers. Your awesome product is the biggest part of that, but helping people find the answers they need, managing feedback and responding to issues well, is vital. Every customer contact can provide you with great information, and finding out what people are looking for can be an invaluable guide for product decisions. But all those conversations can get overwhelming, especially for small teams. To get gain over pain, we'll run
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So who is this "we"?
Anyone who's startup either:
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Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marketing. And in today’s market, it can be overwhelming for small businesses to develop and execute an effective marketing campaign, especially with limited resources. Join us to hear about the pros and cons of different marketing methods, how each can be leveraged successfully, and which marketing efforts might work best for your business. In this presentation from Tom Perry of Sherpa Marketing, gain marketing objectives specific to the channel and share insights on how to build an effective marketing plan to meet your company goals. Access the full EMEA Conference information from CompTIA at http://www.comptia.org/emea/agenda or access CompTIA's suite of education and research at www.comptia.org.
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Understanding Customer Problems to Win.pdfProduct School
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- Make something people want. Deeply understand the problem you’re addressing by knowing your customers
- Be qualitative and quantitative to know your customer
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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1. Sharon Burton
951-369-8590
Twitter: sharonburton
Sharon@sharonburton.com
www.sharonburton.com
Tweet tag: #MissingCustExp
Product instructions
The missing piece of the Customer Experience
2. Thank you for attending!
Tweet tag: #MissingCustExp
▪ Sharon Burton
▪ I solve post-sales customer experience problems
▪ Research how people feel about product instructions
▪ Support clients in creating better product instructions
▪ Teach communication at various universities
3. Supporting role today…
▪ DCL is supporting us today
Tweet: #ClearWriting
▪ If you have questions, they will help you in the questions window
▪ Let’s say “Thank you” to Data Conversion Labs for hosting this
webinar
4. Experience the DCL Difference
▪ DCL blends years of conversion experience with cutting-edge
technology and the infrastructure to make the conversion
process easy and efficient.
▪ World-Class Services
▪ Leading-Edge Technology
▪ Unparalleled Infrastructure
▪ US-Based Management
▪ Complex-Content Expertise
▪ 24/7 Online Project Tracking
▪ Automated Quality Control
▪ Global Capabilities
5. Valuable Content Transformed
▪ Document Digitization
▪ XML and HTML Conversion
▪ eBook Production
▪ Hosted Solutions
▪ Big Data Automation
▪ Conversion Management
▪ Editorial Services
▪ Harmonizer
9. Tweet tag: #MissingCustExp
We have a wonderful audience
▪ We have people from technical publications, marketing, and
customer experience
▪ I’m going to spend a bit of time introducing your fields to each
other up front
▪ It turns out, we’re all doing very related things
10. This is who we are and what we do
▪ Customer experience
▪ The sum of all experiences a customer has with a company
▪ cxpa.site-ym.com
▪ Marketing
▪ Communicated the value of a product or service to customers
▪ marketingpower.com
▪ Technical communication
▪ Create information about technical processes or products, typically
instructional
▪ stc.org
11. Tweet tag: #MissingCustExp
The cost of acquiring and
keeping customers
The place to start so we all have a common
language
12. Getting customers is expensive
It costs 6–7 times
more to acquire a
new customer
than retain an
existing one –
Bain & Company
▪ Customer Acquisition
Cost (CAC) is the cost of
convincing people to buy your
product or service
▪ Basically, it’s the total cost of
sales and marketing divided by
the customers you got
▪ B2C is typically less, B2B is
typically more
13. Losing customers is even more expensive
A 5% increase in
customer
retention can
increase
profitability by
75% —
Bain and Co
▪ Customer churn is customers
leaving from the back door as
you welcome new ones in the
front door
▪ Customer churn is one of the
most expensive things you can
have
▪ An entire industry exists to
analyze churn
14. Customer Lifetime Value (CLV)
The probability of
selling to an
existing customer
is 60 – 70%. The
probability of
selling to a new
prospect is 5-20%
—Marketing
Metrics
▪ Existing customers are already
engaged with your products or
services
▪ They have a lower cost to keep
▪ They should buy more stuff
▪ Higher lifetime value to the
business
▪ Can be your evangelists
15. Reduce return rate
The average U.S.
consumer spends
20 minutes trying
to make a device
work before giving
up and returning it
to the seller—
2006 study by
Dutch scientist
Elke den Ouden
▪ Returns have increased 21
percent since 2007, according
to a Accenture research report
(Dec 2011)
▪ 5% of returns are related to
actual product defects
▪ 27% reflect “buyer’s remorse”
▪ 68% of returned products are
“No Trouble Found”
16. Customer experience increases sales
81% of companies
…delivering
customer experience
excellence are
outperforming their
competitors —
Peppers and
Rogers, 2009
Customer
Experience Maturity
Monitor
▪ Customer experience is the
outcome of all of the touch
points that your customer has
with your organization *
▪ The perception that customers
have across all of their
interactions with your
organization *
▪ It’s a customer-centric view of
your company from every
touch point
* From Customer Experience Overview, 2011, Bruce Tempkin
and Jeanne Bliss
17. Customer experience is a big deal
Product
instructions are a
critical part of the
customer
experience. If
customers can’t
use the product,
you get a high
churn rate —
Sharon Burton
▪ Product instructions are the
central to the post-sales
customer experience
▪ Technical communication is a
subset of customer experience
▪ We have so much in common
▪ Tech comm is concerned with
the post-sales part
18. What do people think
about product instructions?
I have some answers
Tweet tag: #MissingCustExp
19. There’s just not a lot out there
You will get a link
in email tomorrow
to the free version
of the research
▪ I’ve run a poll the last 2 years
▪ Focused on consumers
▪ Surprisingly, there is just not a
lot of research into what
people think about product
instructions
▪ Everyone has an opinion,
though!
29. What do we do?
Tweet tag: #MissingCustExp
How do we know if our product instructions are
any good? What do we look for?
30. Product-centric vs user-centric
Product User
The Widget was designed to… UsingWidget, you can…
The Widget returns a message. You see…
The Widget prints the report. Your report is printed
The Widget does… You can…
•People buy your product to solve issues
•Talk to your customers directly
•My favorite recent quote:
“No one wants an iron. They want wrinkle-free clothes.”
31. Active voice, present tense
Passive voice or future tense Active voice or present tense
The Widget will print the report. Your report prints.
These steps may prevent the brake
pedal from functioning.
During these steps, the brake pedal does not
work.
The email will be sent if a network is
found.
Your email is automatically sent the next time a
network is found.
The Widget will save the file. Your file is saved.
•Talk to your customers directly
•Future tense makes timing uncertain.
“Your report should print. We hope. Frankly, call us if it does. We
couldn’t get that to work for us.”
32. Appropriate for the audience
Specialized audience Consumer audience
Use the Windows authentication
mode to gain access to your
credentials.
On the Start menu, click Settings. Open the
Authentication folder and double-click
Credentials
The data transfer rate is determined
by the error checking algorithm used.
Sometimes your photos may not upload as fast
as other times. If your photos are too slow to
upload, try a faster internet connection if
available, such as at a coffee shop.
•Do NOT “dumb down” the information
•Understand your audience and speak appropriately to them
The average reading level in the US is 5th grade. If you are writing to
general consumers, write to that reading level.
33. Short – just short
▪ Short sentences are easier to understand
▪ Fewer ideas in a short sentence
▪ No more than 25 words per sentence
▪ Short paragraphs
▪ Paragraphs are groups of related sentences
▪ No more than 3 to 5 sentences per paragraph
▪ Short sections
▪ Sections are groups of related paragraphs
▪ No more than 3 to 5 paragraphs before a section heading
34. The 4 things you must cover*
▪ We know people read the instructions
▪ But not like a novel
▪ They don’t want to know how the story ends
▪ They want to know:
▪ “Why do I care?”
▪ “How do I…?”
▪ “What is it?”
▪ “Why did it do that?”
▪ Answer these 4 questions
* From Bonni Graham presentation “The 4 user questions”
35. Ways people consume information
▪ There are 4 ways people consume information
▪ Visual – pictures, line drawings, flow charts
▪ Auditory – sound, conversational writing
▪ Read/write – words, sentences, labels in pictures
▪ Kinesthetic (hands on) – touch, descriptive writing, texture in pictures
▪ Most people have a strong preference 2 or more
▪ Some people are only one
▪ Some rare people are all 4
▪ It is not true that because of [insert thing here], we all want
pictures or videos
36. Support all 4
▪ Steps to do tasks
▪ Graphical elements
▪ Conceptual graphics especially good
▪ Videos can be good
▪ Conversational writing style
▪ Podcasts especially good
▪ Textured word descriptions
38. Customer Experience challenges
▪ CAC costs are high for most companies
▪ It’s cheaper and easier to sell to existing customers
▪ Reducing customer churn increases sales
▪ Customer experience is concerned with how a customer interacts with
a company across the board
▪ Customers use product instructions
▪ Product instructions impact the customer experience
▪ People are upset and angry with the quality of product instructions
▪ Clear and useful product instructions are a competitive advantage
39. Useful and helpful product instructions are:
▪ User focused, user-centric
▪ Active voice, present tense
▪ Appropriate to the audience
▪ Not as simple as possible or dumbed down
▪ Short sentences, short paragraphs, short sections
▪ Support all 4 information consumption modes
▪ Address the customer questions
DCL’s core service is data conversion from any format to any format
Additional services also include
eBook production
Composition
QA
Content Reuse Analysis
Project set-up/management
Consulting
Transcription
Translation
Services can be bundled or sold al a carte
Highly proficient with very complex projects
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Our client base spans the gamut…
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