sdl knowledge center: advanced techniques for rapid global content creation
TRANSCRIPT
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SDL Proprietary and Confidential
SDL Knowledge Center: Advanced Technologies for Rapid Global Content CreationChip Gettinger, VP Solutions, SDL @cgettinger
SDL Language Customer Success Summit 2015
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Misalignment on content needs for self-service
Non-contemporary skillsets
No single source of ‘truth’
Lack of departmental collaboration
Common organizational challenges with global documents today
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Your customers
are frustrated
Your customers are frustrated
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40% of customers call support after attempting self-
service and failing
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68% of customers will leave because
they think the company doesn’t
care
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Only one global business language really matters…
The language of the customer
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Tim Walters, Ph.D., Partner & Principle AnalystDigital Clarity Group
The New Role for Documentation in the Era of Customer Experience Management
“Organizations adopted the ‘web first,’ approach to content production, and now argue the benefits of ‘mobile first.’ Omnichannel CEM requires a rigorous and well-structured content first capability.”
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It’s Time to Get More From Your Content
Collaborative content creation
Continuous customer
engagement
Advanced versioning and management
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Establish a deeper connection between like topics and customer relevancy.
Transformations of Innovation in the MarketLegacy Documents Trend Opportunities
Topic BasedMonolithic
Ability to move into personalization and contextualization.Specific to market segmentationGeneric
Establish an “Content Anywhere” environment to simplify customer experience. Device IndependentChannel Specific
Lead with the holistic customer experience, not internal business units.Customer Experience FocusedProduct Focused
Eliminate “one off” systems and programs and create “One Brand” in the mind of customers.Shared and CollaborativeSilo Driven
Enable stronger customer engagement and increase retention.Community and InteractiveOne Way
Shape the demand of the market and increase share through experience. Customer FocusedR&D Focused
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Channel-specific Formatting Doesn’t Scale○ Talk about multichannel customer experience (tablets,
phones, pcs)○ Talk about emerging channels that we don’t even know yet
(TVs, something new?)○ Traditional pub requires one-off effort for _each_ channel○ XML frees the content from the format (form vs function /
page vs topic) which allows companies to address new channels more easily/cheaper
Author
Content
Channel
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Separate Content from Format○ Talk about multichannel customer experience (tablets,
phones, pcs)○ Talk about emerging channels that we don’t even know yet
(TVs, something new?)○ Traditional pub requires one-off effort for _each_ channel○ XML frees the content from the format (form vs function /
page vs topic) which allows companies to address new channels more easily/cheaper
Single SourceContent
Channel
Author
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The Solution: Structured Content (XML)
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Single Source of Truth Drives Consistency○ First mention of DITA○ Show how re-use drives consistency AND lowers cost (less
content to manage)○ Probably an infographic
Policies/Procedures
Compliance
Documentation
Training and Learning
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Modular Content Benefits
Research & Development
Market Life
PRDInternational
ReleaseEnglish Release Shelf Life
Trad
ition
al
Aut
horin
g
Research & Development
Global Revenue & Market Capture Life
Topi
c A
utho
ring
LocalizationAuthor Review Publish
Author Review Publish LocalizeKey:
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Our Solution
SDL Knowledge Center
Structured Content
Management
Collaborative Review
Dynamic Knowledge
Delivery
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Structured Content
Owners
ContributorsReviewers
Dynamic Delivery
LanguageAnalytics
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Benefits of Implementation
○ Decreased translation costs and publishing backlog○ Start translation process much earlier○ Collaborative and creative work environment○ Ability to focus on Customer Experience○ Consistency for terminology, look and feel○ Better control of your branding○ Increase in usability and reuse
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$25Msaved over 5 years
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Cut time to global markets by
300%
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An interactive face-to-face engagement that looks at current state capabilities, helps articulate a future state and identifies a plan and sequence of activities to get there.
Customer Experience (CX) Discovery Workshop
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SDL Knowledge Delivery Summit 2015Moving Forward: The Convergence of DITA and Self-Service
November 16 & 17San Mateo, CA
www.sdl.com/kds
• Celebrate the past, present and future of knowledge delivery
• Learn from experts in the localization and structured content communities – sharing best practices
• Network with your peers
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Thank YouQuestions?
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Global Customer Experience Management