Customer experience and making it work for dynamic product content (sdl)
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This document summarizes an SDL conference on intelligent content. It discusses the customer journey and how content can be used at different stages, from initial interest to continued engagement. It also discusses how XML enables direct, reusable content that can be formatted for different channels. Personalized, multimedia content that is easy to share socially is key to engagement. Case studies show how SDL solutions improved efficiency, reduced costs and sped time to market for customers.
Customer experience and making it work for dynamic product content (sdl)
- 1. SDL LiveContent Intelligent Content Conference February 8, 2013 Chip Gettinger, VP XML Solutions Content Management Technologies cgettinger@sdl.com SDL Proprietary and Confidential
- 3. Product Content Marketing Engineering Training Partners & Learning PRODUCT CONTENT Field Service Support Personnel
- 5. The Customer Journey Continuing the Engagement Purchase 1st Out-of-the- Decision Box Experience Investigating Getting Options Started Determining In-depth Needs Tutorials Initial Advanced Interest Learning
- 6. Continuing the Engagement VALUE OF AN “Retention is a lot more cost effective than acquisition” EXISTING CUSTOMER Carrie Johnson – Forrester Research IMPORTANCE OF CUSTOMER RETENTION Source: Frederick Reichheld – “Business marketing strategies”
- 7. The Customer Journey Keeping Customers Satisfied Brand Initial Advocate Problem Recognized Searching Fan Resources Consistent Determining Praise Solution Initial Resolution Endorsement
- 8. Preferred channel to Access Product Information Reasons for Using Product Information Speak to a customer service agent Chat online with a customer service agent Look at product manual Search engines Search on company website 8 Source: “SDL Survey 2012.”
- 9. Reasons for Using Product Information Reasons for Using Product Information 4 Learning about a product before use Troubleshooting Discovering new functions and features 9 Source: “SDL Survey 2012.”
- 10. Bad News Travels Fast “After a poor customer experience, more than one-quarter of consumers (26 percent) posted negative complaints on a social networking site such as Facebook or Twitter” Harris Interactive, 2011 Customer Experience Impact Report Average number of people a customer will tell about a bad experience Source: “From the November 2011 issue of Inc. magazine.”
- 11. What makes XML so powerful? DIRECT VS CONTENT FUTURE FLATTENED REUSE PROOF
- 12. Direct vs. Flattened DIRECT & DYNAMIC Re-use Shared Relevant Ubiquitous Personalized Locked Siloed Inconsistent Formatted Generic FLATTENED
- 13. Content Reuse Enables Efficiency, Consistency, & Quality Sales and Marketing Product Development Customer Support Training and Learning
- 14. Channel-specific Formatting Doesn’t Scale AUTHOR CONTENT CHANNEL
- 15. Separate Content from Format AUTHOR CONTENT CHANNEL
- 16. What makes content compelling?
- 17. How do you deliver compelling content? SOCIAL PERSONALIZED MULTIMEDIA MEASURING SHARING CONTENT INTEGRATION ENGAGEMENT
- 18. Your content must be easy to share Facebook, LinkedIn, Google +, and more
- 19. Personalization Mac User Advanced User Dynamic Content Beginning PC User User
- 20. Case Study Business Impact: Profile: • 100% reduction of DTP • Revenues: $2 billion • 50% efficiency gain • Employees: 6,737 • Reduced translation • Countries: 8 time zones costs by 20% • Products: 70+ • Reduced returns for spare parts Business Drivers: • Reduce multiple processes and tools across the organization • Achieve efficiency of content development and localization cost reduction • On-Demand publishing of information to the Website 20
- 21. Case Study Profile: • Revenues: $1.3 B • One of fastest growing software companies Business Impact: • Employees: 6,300 • Faster time-to-market for • Leading Decision Management Software global launches • Locations: 40+ • Significant reduction in amount of content of authored • Reduced time to market with content Business Drivers: • Significant increase in • Get ready to scale multilingual support with • Plan for global markets same budget • Add 10 new languages • Scale content to meet new customer needs • Integrate with translation management solution
- 22. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.