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SDL Knowledge Center: Advanced Technologies for Rapid Global Content CreationChip Gettinger, VP Solutions, SDL @cgettinger

SDL Language Customer Success Summit 2015

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

Your customers

are frustrated

Your customers are frustrated

40% of customers call support after attempting self-

service and failing

68% of customers will leave because

they think the company doesn’t

care

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

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