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Customer-Centric Content: Using Taxonomy to Achieve Contextual Relevance (Lavacon 2013)


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It’s all about the customer and creating an experience that builds value for them. That means targeting your audience by understanding who they are, what they are trying to accomplish, and meeting their evolving expectations. In this session we will demonstrate how you can use taxonomy, subject classification and filtering to provide quick access to contextually relevant information of different types, and enable your users to build their own documents and access them in multiple formats for desktop and mobile.

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Customer-Centric Content: Using Taxonomy to Achieve Contextual Relevance (Lavacon 2013)

  1. 1. Customer-Centric Content: Using Taxonomy to Achieve Contextual Relevance Joe Gelb, Suite Solutions LavaCon, October, 2013
  2. 2. Who is this guy? Joe Gelb • Founder and President of Suite Solutions Suite Solutions Our Vision: Enable you to engage your customers by providing quick access to relevant information • Help companies get it right the first time • XML-based Authoring/Publishing Solutions • Enterprise Intelligent Dynamic Content: SuiteShare Social KB • Consulting, System Integration • Cross-Industry Expertise • High Tech, Aerospace & Defense, Discrete Manufacturing • Healthcare, Government • Blue Chip Customer Base
  3. 3. What We Offer Comprehensive XML-based Content Lifecycle Implementation • Dynamic Documentation Solutions • CMS Selection and Implementation • Training and Consulting • Authoring • Information Architecture • Style Sheet Development • Conversion and Migration Services • Ongoing support as you need
  4. 4. Main Topics • • • • • The end game: It’s all about the customer experience What is contextual relevance and how can we enable context using taxonomy and subject relationships? How can we engage our customers and facilitate knowledge sharing? How can dynamic publishing allow your customers to assemble their own contextually relevant enterprise content for view online, offline and on any device? Let’s see it.
  5. 5. It’s all about the customer experience A personalized experience develops sustainable relationships and brand loyalty • Understand what your customer needs to do • Provide an experience that creates value for them • Customers increasingly give and rely on product reviews • What makes the difference will be the best customer experience
  6. 6. Contextual Relevance What they need, when they need it. Targeting your customer • Who is the reader? Audience profile, persona • Type of user: end user, technician, field service engineer, solution engineer, support professional, sales or marketing person • Security profile, proficiency level • What equipment are they operating? version? configuration? • Goals: What are they trying to accomplish? • Install? Configure? Use? Troubleshoot? Upgrade? • Make a purchasing decision? • What device are they viewing the information on? Will they have network access?
  7. 7. Business Rules Information we provide and to who • • Who gets access to what information • Internal readers vs. customers vs. publically available • Level of service the customer has purchased • Security profile • Level of training and proficiency • Geographical location Safety and environmental considerations
  8. 8. Illustrations Quick access to useful information: Examples • I’m a support professional at a call center. How do I troubleshoot a Samsung Galaxy S3 smart phone that fails to synchronize on a Dell desktop running Windows7 Home Edition? • I’m on vacation and I want to… Download maps to my Garmin Nuvi 2350 GPS using bluetooth while I’m on my trip to Europe
  9. 9. Social Engagement You can’t be everywhere at once You know about your products; how they work, how to install and configure them. You can’t know all the potential uses and problems that may arise. Engage your customers • Facilitate contributions from the field: how-to articles, tips, videos • Improve the quality and timeliness of the information by allowing users to comment • Let users build and share their own documents
  10. 10. Illustration I’m a service engineer I need to: • Install a new 8300S Flow Meter via Profibus protocol • Connect to the Device Manager using a hand-held Field Communicator • The plant has no internet access. Let me: • Pull together updated information • Download to my tablet before I go onsite. While onsite, I figured out how to solve a tricky problem. I took some pictures with my smart phone and a short video to illustrate the problem and solution. When I get online, let me: • Write up a how-to article • Upload the video so my colleagues can learn from my experience.
  11. 11. Illustration I am interviewing doctors to find the right one for me I want to find relevant information: • Articles that describe the medical condition • Which treatments are available • Which drugs are prescribed and the potential side effects • Typical insurance coverage Let me: • Pull together the relevant links • Generate my own ebook • Download to my smart phone so I can reference while at the doctor’s office • Post an article sharing my experience and recommending health care options to others in my situation
  12. 12. Approaches to categorizing content Metadata • audience • category • keywords • product info • versions • product name, brand, component, feature, platform, series Subject classification • Build knowledge model of your domain • Apply it to your content
  13. 13. What is metadata? OK, but: • How can relate this to the Device controllers? And the version? And the vertical solutions where it can be used? • What happens when my device gets supported by a new controller?
  14. 14. What’s wrong with metadata? Metadata can categorize my content, but: • There is generally a limited number of metadata elements available Yes, we can create new metadata fields, but it can be unwieldy to change DTDs to correspond with a growing, robust information model • Difficult to relate the content to other contexts • Even so, if the content becomes related to new contexts, it would require constant updating of each topic • We may not know all the contexts where my content will be used • Best practice: maintain the categorizations and relationships outside the content
  15. 15. Subject Classification Subject Scheme • Defines sets of controlled values for classifying content • Organized in hierarchies (taxonomy) • Defines relationships between subjects tables • Is modular and can be maintained by different people in the organization • Evolves to adapt to new situations and contexts Classification • Categorizes the content using the subjects defined in the subject scheme • When maintained separately from the content, enables more flexibility
  16. 16. Subject Scheme Example
  17. 17. Classify Topics by Subject Subject References • Identifies subjects that classify the topic
  18. 18. Example: Classify using Taxonomy
  19. 19. Create relationships between subjects Feature Suitable for User Type Pre-loaded maps Speaks street names Photo navigation Global traveler Fuel efficient routing Traffic compatible Multi-stop routing Service technician
  20. 20. Create relationships between subjects and content Troubleshooting Task Product Interface Phone does not connect to device Nuvi 3760T Bluetooth Tools settings Contacts do not synchronize Galaxy S3 Kies Windows 7 Home
  21. 21. Implementing subject classification Subject schemes can be modular and distributed: • Business units can develop, maintain and utilize parts of the taxonomy that are relevant to them • SMEs and content developers can classify the content • Technicians and field engineers • Product managers • Marcomm • Tech writers • Support staff • Allows you to classify content that you do not control
  22. 22. Implementing subject classification Subject schemes can be drawn from other enterprise systems and databases: • Corporate ECM and taxonomies • CRM – customer relationship information • Customers > products they own • Customers > Geographical location • Users > degree of proficiency • PDM / PLM – engineering data • ERP – Parts catalogs and ordering systems
  23. 23. Dynamic Publishing Integration with Enterprise Systems XML Authoring * Taxonomy * BOM * ECOs * Drawings * Eng. Docs XML SME Review DITA CMS Dynamic Publishing On-demand: PDF, EPUB, Mobile ERP CRM Content Management System Browser-based Interface PLM - Technical Manuals - How-to Articles - Data Sheets - Training - Service Bulletins
  24. 24. Taking the Leap to a New Paradigm Dynamic Enterprise Content • • • • • Variety of content: documentation, videos, how-to articles, safety information, data sheets, marketing material Context filtering: quick, goal-oriented access to contextually relevant content Personalized docs: allow readers to assemble content on demand and render to PDF for print and ePub for offline mobile access Audience Participation: allow your audience to add new content, comment on existing content, express approval, and easily share knowledge with others Modern User Experience: smooth transition between mobile and desktop • Activity often starts on mobile, moves to desktop, returns to mobile • Internet connection not always available
  25. 25. Let’s see it in action… Demonstration using SuiteShare Dynamic Publishing
  26. 26. Hmmm, this looks interesting… For additional information, contact: Joe Gelb U.S. Office 609-360-0650 EMEA Office +972-2-993-8054