How documentation will save the world of cxm rev distr

The New Role for Documentation in
Customer Experience Management
SDL Innovate San Francisco | 11 June 2014
Tim Walters, Ph.D. | Partner, Principal Analyst
twitter: tim_walters
twalters@digitalclaritygroup.com
www.digitalclaritygroup.com

DCG helps business leaders
navigate the digital
transformation and create
competitive advantage
from disruption.
2"
About Digital Clarity Group
@$m_walters"@just_clarity"

The New Role for Documentation in
Customer Experience Management
How Documentation Practices Are
Going to Make CXM a Reality – Or Else

The presentation version of this deck begins with a summary of
Stephen Greenblatt’s The Swerve (2011). That book relates
how, in 1417, a “book hunter” named Poggio Bracciolini found
perhaps the last extant copy of Lucretius’ On The Nature of
Things (~58b.c.). Greenblatt convincingly argues that the
rediscovery this great poem, which celebrated and extended the
Greek atomist philosophy (all things made up of indescribably
small particles that combine, dissolve, and recombine in an
endless cycle) either literally or symbolically triggered the
renaissance. Thus the medieval scriptorium, and the nameless
scribes who copied and recopied the manuscript over more than
1000 years, arguably saved the world from the constraints of
the dark ages and made modern culture and civilization
possible.
5"
Note to the abridged version

How DITA and Documentation Practices
Are Going to Make CXM a Reality.
Seriously.

!  The CXM Imperative
!  What do empowered consumers want?
!  Why do companies struggle to deliver it?
!  How does CXM affect documentation?
!  How do documentation practices effect
CXM? (Or, Why You’re the Superheroes)
!  First steps
7"
Flow
@$m_walters"

8"
A strategic inﬂection point
Source:"Based"on"Andy"Grove,"Only"the"Paranoid"Survive,"1996" @$m_walters"
STATUS%QUO%
Business"
failure"
Business"
success"

“Strategic inflections can come from
anywhere: new technologies, new
competition, new regulations, new
customer values and habits, etc. – anything
that has a significant impact on the
business itself or the industry as a whole.”
– Andy Grove
9" @$m_walters"

10"
CXM is today’s “fundamental” SI
Business"
success"
STATUS%QUO%
Business"
failure"
!  Digital disruptions
!  Era of empowered consumers
!  Basic shift in the business environment
!  Impacts every firm, regardless of industry
Impact:"Failure"to"provide"
superior"customer"experiences"
leads"to"irrelevance"and"business"
decline"
@$m_walters"

“Consumers are empowered by information
and shared opinions, and they are emboldened
by choice. They have developed an appetite
for rich and rewarding interactions, and they
rarely hesitate to seek alternatives when
disappointed. Increasingly, companies will
succeed and fail according to the quality of the
digital experiences that they offer.”
- The CEM Imperative: Experience Management in the Age of the Empowered Consumer
Digital Clarity Group
11" @$m_walters"

12"
Consumers gain voice and choice
@$m_walters"

!  Accelerates the flow of information
!  Democratizes the production of
information
!  Dissolves the monopoly over information
“As the industrial revolution was defined by radical
efficiency in production, the digital revolution is defined by
radical efficiency in information transmission”
-- Mike Aruz
(e.g., Uber, Airbnb)
13"
Digital disruption . . .

14"
Empowered consumers by the
numbers
Source:"hOp://ciooQhefuture.com/5SshiQsSthatSwillSshapeStheSfutureSofSit/"

Only"
15"
1%"
feel"their"
expecta$ons"
for"good"
customer"
service"are"
always"met""
Source:"Harris"Interac$ve"survey"of"North"American"consumers,"2011.""
Among U.S. consumers
@$m_walters"

16"
Say they have switched business
to a competitor due to poor
customer experience
Source:"Haaris"Interac$ve"survey"of"North"American"consumers,"2011.."Commissioned"by"RightNow."
@$m_walters"

How much is at stake?
$5,900,000,000,000
17"Source:"Accenture,"2013"Global"Consumer"Pulse"Research.""Photo:"hOp://www.tSna$on.com/free_online_ar$cle/most_recent/
train_like_a_man_5_the_real_paleo_exercise"

#CXM isn’t the
Next Big Thing. It is the
Next Only Thing.
18"

19"
Consumers expect insight
Source:"Dynamic"Markets"study"for"Experian,"January"2012."
“Understanding”
means, e.g.,
“taking account
of preferences,
purchase
history, and
other provided
information.”
84% said
they would no
longer buy from
a company that
failed to
“understand.”
@$m_walters"

79% Companies"“asking"same"ques$ons"or"
marke$ng"same"oﬀer”"across"channels"
Sources of consumer frustration
65% Inconsistent"oﬀers"or"content"
74% Site"content"that"“has"nothing"to"do"with"their"
interests”"
Source:"Accenture"Global"Consumer"Pulse"Report,"2014."
@$m_walters"
79% Companies"“secng"false"promises”"

21"
onsistent
oherent
ontextual
Consumers reward the three Cs . . .
@$m_walters"
informa$on"and"messages"
narra$ve"and"brand"rela$onship"
knows"and"understands"me"

#CXM means: Embracing
the shift from #CRM to
#CMR. (Thanks to
@collsdad)
23"
Source:"hOp://sapinsider.wispubs.com/Assets/Ar$cles/2014/January/SPI_Feature_FromSCRMStoStheSCustomerSManagedSRela$onship"
."

!  In Forrester’s 2014 CX Index, 11% of
companies received a top grade
!  Accenture surveyed over 13,000 consumers
in 33 countries about 10 industries
–  Despite investments and initiatives, no CX metric
“has improved consistently in the past five
years.”
–  All metrics “lost ground in 2013”
–  Companies “have been playing not to lose”
25"
Answer: You suck
Source:"Accenture"Global"Consumer"Pulse"Report,"2014."hOp://blogs.hbr.org/2013/06/newSresearchSyoureSdoingScusto/"

Documentation and technical
content breaks out of the
customer support jail, and may
now engage consumers in
various formats across the
entire customer journey.
26"
How CXM affects documentation

Empowered, “AORTA” consumers can and
will demand documentation content at the
time, place, format, channel, and device of
their choosing. Sellers must not only
respond, they must anticipate such new
uses.
28"
Takeaway

Content and asset creation, management,
orchestration, reuse, tracking, and
optimization as practiced/supported by
documentation teams is the only way for
companies to reasonably COPE with CXM.
~ or ~
Ask not what documentation can do for
CXM, as how CXM is made possible by
documentation practices.
29"
How documentation effects CXM

30"
COPE = Create Once Publish Everywhere
Content"
Web"
Print"
Social"
App"
RSS"
Video"
Thanks"to"Deane"Barker."See:"hOp://www.slideshare.net/blendinterac$ve/copeingSmechanismStheSperilSandSpromiseSofScreateSonceS
publishSeverywhere""

31"
CXM is COPE-IER = COPE for segments, in
journeys
Content"
Social"
Video"
Print"
Web"
App"
RSS"
A"
B"
C"
D"
B"
C"
B"
C"

“We can’t afford to be thinking about creating
content for any one platform. We can’t be
thinking about crafting a website. Instead, we
have to think about how are we going to put
more effort into crafting the description of our
content, how are we going to put more effort
into explaining all the different bits of our
assets. And what that’s going to allow us to do
is reuse our content more effectively and get
more value out of it.” – Nic Newman, BBC
32"
It’s all about Adaptive Content
Thanks"to"Karen"McGrane"See:"hOp://karenmcgrane.com/2012/09/04/adap$ngSourselvesStoSadap$veScontentSvideoSslidesSandS
transcriptSohSmy/onceSpublishSeverywhere""

The
message !
trumps the
MEDIUM
33"
In other words . . .

!  Structure
!  Purity
!  Intelligence
34"
Omnichannel CXM needs content
with:

STRUCTURE
!  MRU (“minimum reasonable
unit,” re Deane Barker)
!  Discrete, flexible, agile, freely
combinable, reusable experience
assets
35"

PURITY
!  WYSIWYG? ROTFLMAO!
!  Create messages, narrative
elements, “engagement
legos” – not pages, print, or
any other format
36"

37"

INTELLIGENCE
!  Experience architecture(s)
!  Taxonomy, metadata, tagging
!  Governance
!  Describe/track/verify how, when,
where, why assets have been
combined/deployed, and to what
effect
38"

40"
Deﬁnitely. Maybe. Stay tuned.

Summary
!  What your produce plays a significant role in CXM across
journey stages, formats, devices, and segments.
!  However: How you produce it – DITA and other
structured processes – is far more important for the
operationalization of on-going, effective CXM.
!  Orchestration of exceptional omnichannel experiences –
this is the consumer demand – is impossible without
structured, pure, intelligent assets – and the mature,
reliable process for producing, combining, deploying,
tracking, and analyzing them.
!  In other words, Lucretian atomism.
!  It’s up to the scriptorium to save the world. Again.
41" @$m_walters"

!  Touchpoints (web site, app, call center) are too specific
!  Customer lifecycle is too broad and unpredictable
!  Customer journey is just right – it combines end-to-end
experience with clear outcomes and team
responsibilities
42"
Where to start?
@$m_walters"

43"
Selected journeys (McKinsey)

Tim Walters | Partner, Principal Analyst
@tim_walters

How documentation will save the world of cxm rev distr

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