1
2
4
I do have an Internet TV of a well known brand
anonimized for the purpose of this presentation
Let’s call the brand
I should have the following features
KDL-55HX820
Let’s push the
Internet Video button
Who-needs-a-manual attempt #1
YouTube is there, but…
9
Let’s download the latest drivers
Who-needs-a-manual attempt #2
11
Let’s update my Internet content
Who-needs-a-manual attempt #3
13
Let’s update my Internet widgets
Who-needs-a-manual attempt #4
15
16
I needed a beer!
Let’s get online and see if I can find something
Let’s search for my modelok, it doesn’t even assist me… but anyway
Okay, my model is not even listedThis doesn’t help
Let’s go to the support sectionIt feels a bit different, but who cares
Let search for my model againBy now, I know my model number by heart
CoolWe’re in business!
Finally, Netflix is listed in the How To sectionLet’s see how to set it up
Ok, so I need an Internet TVI thought I had one
Let’s try something elseHow to access BRAVIA Internet Video Feature
Damn, I don’t see the video iconThere must be something wrong with my eyes
Let’s take a look at the manualsThe i-Manual will probably contain what I need
Good Lord, it’s a PDF and it looks like crapLet search for NetFlix
Oooh, there is a Netflix button on my remoteRight, this is simple, strange I didn’t see that button before
This is driving me nutsWhere’s the damn button
○ I used “live” chat
– They disconnected me right away
– Tried it 4 times
– No luck
○ Sent an email to support
– Never got a reponse
Let’s use an assisted support model!!
32
I needed
another one!
Let’s tweet
Let’s buy a Google Chrome Cast
... Let’s buy a TV from another brand next time
36
a Digital Self-Service Experience
that helps turn Customers into
Advocates
From picking up the phone and
calling a customer support
agent to…
Customers’ Expectations are Changing
37
Our Solution Can Meet This Change
SDL Knowledge Center
Structured
Content
Management
Collaborative
Review
Dynamic
Knowledge
Delivery
38
… but what more is needed?
39
• Global• Hyper-relevant• Personal• Omnichannel• Contextual• Integrated• Seamless• Engaged
Experience
=
Context
x• Device• Channel• Language• Location• Activity• Date/Time• Product SKU
Data
• Customer Profile• Purchase History• Demographic• Industry• Downloads• Social Media • Cust. Support
Content
• Documentation• Videos• Blogs• Research• Landing Pages• Social Posts• Whitepapers
A new formula for digital experience
40
Orchestrated Throughout the Organization
Marketing
Customer
BehaviorBrand Assets Campaigns
41
Orchestrated Throughout the Organization
eCommerceProduct
CatalogPurchase
FunnelMerchandising
Management
Customer
BehaviorBrand Assets Campaigns
42
Orchestrated Throughout the Organization
Product
Manuals
Product
Satisfaction
Online
support
SupportProduct
CatalogPurchase
FunnelMerchandising
Management
Customer
BehaviorBrand Assets Campaigns
43
Towards a Unified Ecosystem
Product
Manuals
Product
Satisfaction
Online
support
Product
CatalogPurchase
FunnelMerchandising
Management
Customer
BehaviorBrand Assets Campaigns
44
... customers will traverse
multiple channels, blurring the line
between marketing and service
45
How stupid it may sound
we need the following
...
Content Mashups
47
Automatic Cross-Content and Cross-Source Linking
Manually created linksECL Use Case
Taxonomy driven links Automatic and transparent
48
Relevant Recommendations
Key Themes 2015-2016
50
Unified Digital DeliveryContextual Web Delivery
• Integrated with Customer Analytics (360° view)
• Cater for Mobile Experience
• Capabilities storing context and enriching context,
device detection, etc.
Content Delivery
• Responsible for delivering content in a high-scalable
and cloud architecture
• Can cope with multiple domain models like Tridion
specific, DITA, S1000D, or any other data source
• Dynamic mash-ups
• Federated search across all content no matter where
it is coming from
• Combined analytics to support the entire user
journey
• Caching service available removing the need to
resolve and prepare all data at publish / upload time
• OData Query services (standards-based)
Content Management
• Separate CMS systems for specific purposes will
remain
• Need to implement a standard publishing interface to
integrate with Content Delivery stack
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This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.
Global Customer Experience Management
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