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The Experience Comes First (STC New England - InterChange2016)
- 1. 1 The Experience Comes First InterChange April 1, 2016
- 2. 22Sonos A few hats I wear… • Technical writer • Information architect • Information designer • Consultant • Employee • Trainer • College professor • Mentor
- 3. 33Sonos
- 5. 55Sonos Team • A group of people who compete in a sport, game, etc., against another group • A group of people who work together - Merriam Webster Dictionary
- 9. 9
- 11. 11 Credit: Afro Ninja Productions
- 13. 1313Sonos It’s not just content • Resources • Infrastructure • Tools
- 14. 1414Sonos So, let’s fix it…but wait
- 15. 1515Sonos Reaction • Impact efficiency • No time • Too busy • Too new
- 18. 1818Sonos So, what to do?
- 19. 1919Sonos First…
- 22. 2222Sonos “John and Paul were so obviously more creative as a pair than as individuals, even if at times they appeared to work in opposition to each other.” Joshua Wolf Shenk “The Power of Two” The Atlantic
- 23. 2323Sonos • Steve Jobs and Steve Wozniak • William and Dorothy Wordsworth • Martin Luther King Jr. and Ralph Abernathy The essence of their achievements, it turns out, was relational. Joshua Wolf Shenk “The Power of Two” The Atlantic
- 24. 2424Sonos So what does this mean for us?
- 25. 2525Sonos Get out of the box! Credit: sharepointmaven.com
- 26. 2626Sonos First…
- 27. 2727Sonos Help others get out of the box…
- 28. 2828Sonos Figure out who needs to be on the team Who creates content?
- 29. 2929Sonos Figure out who needs to be on the team • Product documentation • Customer Care • Marketing • Brand • Sales • Web • UI Designers • Developers • Across departments • Across Regions
- 30. 3030Sonos Identify your allies • Who works on content similar to yours? • What are their needs? • Is there anything that you can help them with? • Build relationships! • Communicate!
- 32. 3232Sonos Be a new best friend… • Insert yourself • Set up a monthly meeting, even if it’s just a check in…what are you guys working on? • Does your company use Skype or Slack? Message them once in a while…keep them updated on what’s in a release…hey, did you know…maybe they already heard, but maybe not! • Sit with them at lunch • Listen in on the Customer Care phone calls • Ask what’s new in their world
- 35. 3535Sonos They all think it was their idea!
- 39. 39
- 40. 40
- 42. 4242Sonos Be careful what you wish for…
- 43. 4343Sonos Remember the prime directive
- 45. 4545Sonos
- 46. 4646Sonos Not really…this is a GOOD problem!
- 50. 5050Sonos Tone of voice is critical
- 51. 5151Sonos Voice • Tied to the values of the company • Reflects the definition of the customer
- 52. 5252Sonos Brand
- 53. 53
- 54. 5454Sonos Initial Project • Summary • Relevance • Success Criteria • Team • Risks • Scope of Work
- 55. 5555Sonos State of the work today
- 57. 5757Sonos It’s work in progress…
- 58. 5858Sonos With the emphasis on PROGRESS!
- 59. 59 Thank you!
Editor's Notes
- We all know this, right? We all want what is right for the customer Who wouldn’t want that? Experience includes: First contact Purchase Support Etc.
- Because a happy customer means less cost (phones calls, support) and more sales (they tell others) smiley-talentmgtcom
- And we’ve all seen pictures like this teamwork-bookboon.com
- And this We’re all working for the same thing…a happy customer http://millennialsd.com/2013/02/11/overcoming-conflict-winning-through-teamwork/
- But sometimes this really looks like this:
- But wait, why isn’t it like this? unicorns_cottoncandyfabrics
- It can all boil down to this Afro Ninja Productions
- Silos No sharing Territory is jealously guarded http://www.cruxdigital.nl/tag/silos/
- Resources – people, money Infrastructure – departments Tools – CMS, authoring tools, web deployment
- Who is the creative one? http://www.theatlantic.com/magazine/archive/2014/07/the-power-of-two/372289/
- http://www.theatlantic.com/magazine/archive/2014/07/the-power-of-two/372289/
- Not just out of the box thinking…out of the box behavior sharepointmaven.com
- It’s not about my toys versus your toys. It’s about doing what is best for the customer Which is ultimately what is best for us…more sales…more money We all bring something to the table
- If others in your organization are creating content, there is likely an overlap in needs. Can you help them by providing images? Source content? Ask them to do peer editing?
- Offer to help developers write text for wizards, error messages. Informal at first But then they become your best advocate
- Irony…technical communicators can be the least likely to communicate with others within the org…we’re all guilty
- Find a place where you can offer help.
- I started with wireframes, basically the UI spec for a release. I reviewed them as part of writing the documentation. But I noticed that the text could use improvements. So, I went to the UI designer and offered to polish the text on the screens. She was delighted! And when a software engineer asked her to create a screen for an error message, she did the images for it and told him to ask me to write the text.
- Now engineers are coming to me for help with error message text…
- Customer Care asked us to review communications to our customers such as surveys and emails.
- Marketing asked us to partner with them to write the release notes.
- So, now we’re becoming the funnel through which content from a lot of areas is passing Digitalbloggers.com
- It’s all good as long as you keep this in mind
- Now that you’ve got all these groups coming to you for help, it’s a little like this…
- Just kidding
- A lot of people across organizations are advocating for us to review their content. We’re gaining traction, momentum, critical mass! Amazon.com
- We reached out to the Brand organization They get to use all those pretty words so we asked them to work with us on a guide
- Show booklets We reviewed the Brand materials on voice and applied them to the content that we review We sent sample re-writes to Brand to make sure we are applying the principles correctly.
- We carved out a small, doable chunk of work that we could apply to tone of voice principles to and show as a success story. Proof of concept. The people we connected with in the first work we did were our biggest advocates
- We’re working on the project In the meantime, we are getting requests across the company to review content for voice We are coming closer to presenting a unified voice to the customer