Extending the Value of Structured Content Across the Customer Lifecycle
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Prepared by © 2008 Lasselle-Ramsay Hosted by Extending the Value of Structured Content Across the Customer Lifecycle Presenters from Lasselle-Ramsay Joan Lasselle, Tom Voltz, and Jana Humphreys
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This discussion will help you understand why using structured content development will produce a better customer experience.
Transcript of Extending the Value of Structured Content Across the Customer Lifecycle
Prepared by © 2008 Lasselle-Ramsay
Hosted by
Extending the Value of Structured Content
Across the Customer Lifecycle
Extending the Value of Structured Content
Across the Customer LifecyclePresenters from Lasselle-Ramsay
Joan Lasselle, Tom Voltz, and Jana Humphreys
Welcome!Welcome!
• Today’s event is being recorded – link available in follow-up email
• Use Q&A panel to submit questions for Q&A session• Full screen view available for slides• Polling panel
Our PresentersOur Presenters
Joan LassellePresident
Jana HumphreysDirector of Operations
Tom VoltzTechnology Manager
Lasselle-Ramsay Industry ExpertiseLasselle-Ramsay Industry Expertise
26 years supporting Fortune 100 clients with their content infrastructure
In today’s economy, the flow of information has more
impact on profits than the movement of goods.
What is a Customer Lifecycle?What is a Customer Lifecycle?
The Story of “Platinum, Inc.”The Story of “Platinum, Inc.”
• Software development company• Maker of SuperSoftware • Provide customer training and documentation for end
users and partners• Provide updated FAQs on company Web site• Award winning documentation
Meet Platinum’s CustomersMeet Platinum’s Customers
Small Business Owner – Pre SaleSmall Business Owner – Pre Sale
Meet Sabrina, owner of DesignRight. She is considering buying Platinum’s products. She…• Reviews the company Web site to review
features, benefits, and pricing options.
• Reviews Platinum’s support site to see what information is available if she needs it.
Small Business Owner – Post SaleSmall Business Owner – Post Sale
Sabrina buys SuperSoftware and... • She searches for a help topic, and can’t find it.
• She finds the topic in the User Guide, realizes that the name of the feature she was searching for changed. Frustrated, she reviews the procedure.
• She returns to Help and tries the new search term. She gets a result this time, but notices the steps are different from the User Guide.
Director of Finance at DesignRightDirector of Finance at DesignRight
Meet Faith, she…• Receives a request from Sabrina to prepare
a presentation with the data generated from SuperSoftware.
• Experiments with reports and isn’t able to replicate what she learned in the tutorial.
• Tries online help but the screens shown don’t match hers and the procedure lists an option she doesn’t have.
• Calls Trevor, her technology manager.
Technology Manager at DesignRightTechnology Manager at DesignRight
Meet Trevor, he tries to help Faith. He…• Looks up the procedure in the User Guide
and reads it to Faith who explains she’s tried that, with no luck.
• Checks the FAQs on Platinum’s Support site and finds a different procedure.
• Reads procedure to Faith who reports success.
The Fragmented Customer ExperienceThe Fragmented Customer Experience
User Guide
Online Help
FAQs
Web Content
Tutorial
Meet Platinum’s EmployeesMeet Platinum’s Employees
Platinum’s Siloed Content InfrastructurePlatinum’s Siloed Content Infrastructure
Product Manager, Sales and Marketing at PlatinumProduct Manager, Sales and Marketing at Platinum
Meet Pam, she…• Is responsible for quarterly updates to
the new SuperSoftware product.
• Works with engineering and her team to prepare marketing material and Web content that Sabrina used.
• Prepares slide decks and internal communications to teach internal employees about the features and benefits of the exciting new product.
Technical WriterTechnical Writer
Meet Todd, a Technical Writer at Platinum. He…• Writes the user guides and help
systems for the SuperSoftware product line. Won a Technical Writing Award from an industry organization.
• Uses the software specifications and works with the engineering team to learn and write about the product.
• Uses XMetaL to single source his documentation and help.
Instructional DesignerInstructional Designer
Meet Ida, an Instructional Designer at Platinum. She…• Builds classroom training and
eLearning tutorials for the SuperSoftware product line.
• Works with subject matter experts from Pam’s team to learn the product.
• Uses Word, PowerPoint, and Articulate to build her training content and repurposes content whenever
possible.
Support SpecialistSupport Specialist
Meet Sean, a Support Specialist at Platinum. He…• Works with the engineering team to
learn the product.
• After product launch, he compiles data about support calls and posts FAQs, tips and tricks on Platinum’s Website.
• Uses XMetaL and repurposes content
whenever possible.
What Are You Experiencing?What Are You Experiencing?
User Guide
Online Help
FAQs
Web Content
Tutorial
Poll – Content-related ChallengesPoll – Content-related Challenges
Like Platinum Inc, what content-related challenges has your
organization experienced? Check all that apply.
Our customers have a fragmented experience when receiving information from our company.
I believe my company develops content that no one uses.
I believe my company has a lot of potential for reusing content.
We have difficulty keeping content up to date.
We have difficulty keeping translated content up to date.
Our content development is often not in synch with our product development.
We have shifted to Agile product development, but our content is not developed and maintained as part of the Agile process.
I know we need to solve this problem, but I don’t know how to get started.
A Fragmented WorkflowA Fragmented Workflow
A Fragmented WorkflowA Fragmented Workflow
A Fragmented WorkflowA Fragmented Workflow
Optimized Content InfrastructureOptimized Content Infrastructure
Through Each Stage of the LifecycleThrough Each Stage of the Lifecycle
Structured Content – A Business Strategy, Not A TechnologyStructured Content – A Business Strategy, Not A Technology
• Begin with the business case and develop success measures
• Assess and identify opportunities for optimization– Customers
– Content
– Technology
– Process
– Resources
Opportunity AssessmentOpportunity Assessment
Achieve an Optimized ExperienceAchieve an Optimized Experience
DesignRight
• Receive timely information
• Information is accurate and current
• Customer experience is consistent throughout the lifecycle
Platinum
• Work cross functionally throughout lifecycle
• Develop a content model to reduce and reuse content
• Reduce development costs
• Reduce SME time• Speed up time to market
Where Are You?Where Are You?
How to Get Started with a Cross Functional Approach to Content ManagementHow to Get Started with a Cross Functional Approach to Content Management
Task Analysis — User Tasks —
156 Understand workflow • • • • • • •
9.3 Prepare the system • •
9.4 Login • •
9.5 Perform a session for a new case • •
9.6 Create case information • •
9.7 Edit or delete a usage profile • •
9.8 Perform imaging •
150 Interpret imaging •
9.9 Start & stop recording for a manual run • •
9.10 Start & stop automatic pullback • •
9.11 Review run • •
9.12 Create or delete a bookmark • •
9.13 Edit a bookmark label • •
9.14 Edit a run label • •
9.15 Perform automatic lumen & vessel segmentation • •
Tuesday, January 13, 2009
Row# for Sort Only
DB ID Source Content Element Function SME User Manual Setup Guide Service Manual
1 1 GUG 01. USING THE DEVICE Section Include
2 466 GUG 01A. Workflow Subject J Smith Include
3 467 GUG General Workflow Statement J Smith Include
4 468 GUG Alternate paths to workflow Statement B Jones Include
5 2 GUG 01B. System Setup Subject B Jones Include Include Include
6 3 GUG Component descriptions Statement J Smith Include Include Include
7 4 GUG To connect the MDU Action J Smith Include Include Include
8 5 GUG To connect the Catheter Action J Smith Include Include Include
9 6 GUG To connect the TSC Action J Smith Include Include Include
10 7 GUG To turn on the System Action J Smith Include Include Include
11 791 Caution: Power up sequence Alert J Smith Include Include Include
12 826 GUG Warning: Single Use Alert J Smith Include Include
13 8 01C. Starting a Case Subject J Smith Include Include
14 9 To log in Action B Jones Include Include
15 10 To enter patient data Action B Jones Include Include
16 11 01D. Run Descriptions Subject J Smith Include Include
Seller
Tech Support
Field Service
Learning Lifecycle for PlainView
Bost
on S
cien
tific
Lea
rner
s
• Field Service Workshop• Field Service Manual• User Guide• Installation guide
• Tech Support Workshop• Tech Support Tool• User Guide
• Trainer’s Guide for Sellers• Sales training Workshop• User Guide• Quick Guide
• Field Service Web Site• Support & Resources Web Site• Interactive Tutorials and Simulations
• Field Service Web Site• Support & Resources Web Site• Interactive Tutorials and Simulations
Pre Launch Ongoing
Lau
nch
• Field Service Web Site• Support & Resources Web Site• Interactive Tutorials and Simulations
Beyond the Book and the Class - Using DITA for Training & SupportBeyond the Book and the Class - Using DITA for Training & Support
Cart Features
© 2005 Boston Scientific or its affiliates. All rights reserved. 12
Tuesday, February 10, 2009
Questions and Next StepsQuestions and Next Steps
www.justsystems.com
1-866-793-1542
