Published on March 3, 2014
Using Taxonomy for CustomerCentric Dynamic Publishing Joe Gelb, Suite Solutions Intelligent Content Conference 2014
Who is this guy? Joe Gelb • Founder and President of Suite Solutions Suite Solutions Our Vision: Enable you to engage your customers by providing quick access to relevant information • Help companies get it right the first time • XML-based Authoring/Publishing Solutions • Enterprise Intelligent Dynamic Content: SuiteShare Social KB • Consulting, System Integration • Cross-Industry Expertise • High Tech, Aerospace & Defense, Discrete Manufacturing • Healthcare, Government • Blue Chip Customer Base
Main Topics • • • • • What is Dynamic Publishing? What is Contextual Relevance and why is it so important? How can taxonomy enable context? How can taxonomy provide Dynamic Intelligent Content? Let’s see it!
What is Dynamic Publishing? • • • • Provides people with quick access to contextually relevant information, enabling them to achieve their immediate goal Harnesses applicable business rules Allows people to assemble and publish a variety of content types on demand Quickly renders, packages and delivers the personalized product to the device, format and language of choice
It’s all about the customer experience A personalized experience develops sustainable relationships and brand loyalty According to a recent Forrester article October, 2013 by Ben Kerschberg • Even among content customers, 24% continue to seek out new vendors • 86% of unhappy customers will stop doing business with a company because of bad service • 51% will give a company only one chance • Only 4% ever express their dissatisfaction • 95% of customers share bad product experiences online • 45% share bad customer experiences with others • 95% of executives state that a great customer experience is critical to improving business performance
What is wrong with our web portals today? Difficult accessibility to the most relevant, updated information Lack of easy access to information lowers customer satisfaction • Multiple addresses for similar information wastes time • Need to search in multiple content silos: Docs, Training, Support, KnowledgeBase, Communities… • Customers call support if they don’t find it quickly • Increases your support costs • Most customers say they prefer self-serve • Increases down-time for your customers when it takes longer to solve problems • Increases chances of customer attrition and sharing their negative experience with others online Satisfied customers will buy more from you and recommend to colleagues and friends
Why you can’t just break the silos “Entrenched practices, processes, and tools used by different groups within the organization” • Each team has invested in tools and processes that are customized for their own type of content “Lack of tools that make information development straightforward and simple by all individuals in the product-development life cycle” • One size does not fit all… “Lack of a high-level champion who is able to is able bring the organization together to support a quality improvement that will reduce costs, improve quality, and improve traceability” • Most organizations have lots of and not enough Quotes from Dr. JoAnn Hackos http://www.infomanagementcenter.com/enewsletter/2014/201402/feature.htm
Why you can’t just break the silos “I pity the fool who touches my silo”
Is there value in joining the silos? Easy, single point of entry for accessing content • For content consumers who want to easily find all the relevant information to quickly achieve their immediate goal • For content creators who want to locate, reuse and share content • Encourages groups to make sure their silos are structurally rich and semantically aware, to be accessible and adaptable to others • Communicates with existing and future systems • Taxonomy is the glue that holds it all together
Joining the Silos Taxonomy is the glue that holds it together
What is Contextual Relevance? What they need, when they need it. For web marketing: understanding who the reader is and the likelihood of buying something else • What keyword they searched on • Where they are geographically located • From where they were referred • Search and purchase history For consumer sales websites, allowing the user to choose: • Type of item they are interested to purchase • Price range • Preferred brand • Feature set • Recommend accessory items
Contextual Relevance What they need, when they need it. For us: Provide quick access to information that enables our readers to achieve their immediate goal Targeting your audience • Who is the reader? Profile, persona Customers • End-users • Partners Sales • Service technicians Partners • Technical support staff • Marketing and sales people • Prospective customers Tech Support Service Engineers • Security profile • Proficiency level • Geographical location
Contextual Relevance What they need, when they need it. Goals and Use Case Scenarios • What are they trying to accomplish? • Get trained • Install, Configure, Commission • Use, Administer • Maintain, Adjust, Troubleshoot • Upgrade • Make a purchasing decision • What equipment are they operating? • Version? Configuration? Protocol? Interface? • What device are they viewing the information on? • Will they have network access? • Are there safety considerations?
Illustrations: Technical Support Quick access to useful information: Examples • I’m a support professional at a call center. How do I troubleshoot a Samsung Galaxy S3 smart phone that fails to synchronize on a Dell laptop running Windows7 Home Edition? • I’m on vacation and I want to… Download maps to my Garmin Nuvi 2350 GPS using bluetooth while I’m on my trip to Europe
Social Engagement You can’t be everywhere at once You know about your products; how they work, how to install and configure them. You can’t know all the potential uses and problems that may arise. Engage your customers • Facilitate contributions from the field: how-to articles, tips, videos • Improve the quality and timeliness of the information by allowing users to comment • Let users build and share their own documents
Illustration: Field Service I’m a service engineer I need to: • Install a new 8300S Flow Meter via Profibus protocol • Connect to the Device Manager using a hand-held Field Communicator • The plant has no internet access. Let me: • Pull together updated information • Download to my tablet before I go onsite. While onsite, I figured out how to solve a tricky problem. I took some pictures with my smart phone and a short video to illustrate the problem and solution. When I get online, let me: • Write up a how-to article • Upload the video so my colleagues can learn from my experience.
Illustration: Health Care I am interviewing doctors to find the right one for me I want to find relevant information: • Articles that describe the medical condition • Which treatments are available • Which equipment should I purchase • Which drugs are prescribed and the potential side effects • Typical insurance coverage Let me: • Pull together the relevant links • Generate my own ebook • Download to my smart phone so I can reference while at the doctor’s office • Post an article sharing my experience and recommending health care options to others in my situation
Approaches to categorizing content Metadata • audience • category • keywords • product info • versions • product name, brand, component, feature, platform, series Taxonomy and classification • Build knowledge model of your domain • Apply it to your content
What’s wrong with metadata? Metadata can categorize my content, but: • Metadata is often embedded inside the content or lives in an accessory proprietary format • Requires you to have access to change the content • There is generally a limited number of metadata elements available • Difficult to relate the content to other contexts, relationships • Even so, if the content becomes related to new contexts, it would require constant updating of each content resource • We may not know all the contexts where my content will be used • Best practice: maintain the categorizations and relationships outside the content
Taxonomy and Classification Taxonomy (subject scheme) • Defines sets of controlled values for classifying content (subjects or facets) • Organized in hierarchies • Defines relationships between subjects • Can be modular, so business units can develop, maintain and utilize parts of the taxonomy that are relevant to them • Evolves to adapt to new situations and contexts Classification • Categorizes the content using the subjects defined in the taxonomy • Classification is maintained separately from the content • SMEs and content developers can classify the content • Does not require you to “own” or change the content
Taxonomy and Classification Example • A library is a set of information, in various media, classified by subject matter • A university library with many branches: would you call that multiple silos? Would we move to break those silos by moving all the books to one location so we can find them? • Researchers and casual readers find information using a subject classification system that exists outside the actual media resources • Subject classification can be extended, using facets: • Keyword search • Author search • Title search • Automated search of large repositories
Reusing taxonomy / classification Taxonomies can be drawn from other enterprise systems and databases • Corporate ECM and taxonomies • CRM – customer relationship information • Customers > products they own • Customers > Geographical location • Users > degree of proficiency • PDM / PLM – engineering data • ERP – Parts catalogs and ordering systems
Automated Classification Ingenia
Example: Classify using Taxonomy Browser-based Authoring in SharePoint
Example: Classify using Taxonomy Salesforce
Taking the Leap to a New Paradigm Dynamic Enterprise Content • • • • • Variety of content: documentation, videos, how-to articles, safety information, data sheets, marketing material Context filtering: quick, goal-oriented access to contextually relevant content Personalized docs: allow readers to assemble content on demand and render to PDF for print and ePub for offline mobile access Audience Participation: allow your audience to add new content, comment on existing content, express approval, and easily share knowledge with others Modern User Experience: smooth transition between mobile and desktop • Activity often starts on mobile, moves to desktop, returns to mobile • Internet connection not always available
Let’s see it in action… Demonstration using SuiteShare Dynamic Publishing
Hmmm, this looks interesting… For additional information, contact: Joe Gelb firstname.lastname@example.org U.S. Office (609) 360-0650 EMEA Office +972-2-993-8054 www.suite-sol.com
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