This document discusses challenges with global content creation and customer experiences. It proposes that companies adopt structured content management and dynamic knowledge delivery to address issues like misaligned content needs, lack of collaboration, and outdated skills. Structured content approaches like single sourcing content can help reduce costs, speed translation, and improve consistency, reusability, and customer focus. The document advertises an upcoming customer experience discovery workshop and knowledge delivery summit from SDL to discuss these topics.
Streamlining Python Development: A Guide to a Modern Project Setup
SDL Knowledge Center: Advanced Techniques for Rapid Global Content Creation
1. SDL Proprietary and Confidential
SDL Knowledge Center:
Advanced Technologies
for Rapid Global Content
Creation
Chip Gettinger, VP Solutions, SDL @cgettinger
SDL Language Customer Success Summit 2015
2. 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
7. 7
Tim Walters, Ph.D., Partner & Principle Analyst
Digital 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.”
8. 8
It’s Time to Get More From Your Content
Collaborative
content
creation
Continuous
customer
engagement
Advanced
versioning and
management
9. 9
Establish a deeper connection between like topics and
customer relevancy.
Transformations of Innovation in the Market
Legacy 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
13. 13
Single Source of Truth Drives Consistency
Policies/Procedures
Compliance
Documentation
Training and Learning
14. 14
Modular Content Benefits
Research & Development
Market Life
PRD
International
Release
English
Release Shelf Life
Traditional
Authoring
Research & Development
Global Revenue & Market Capture Life
Topic
Authoring
LocalizationAuthor Review Publish
Author Review Publish Localize
Key:
17. 17
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
20. 20
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
21. SDL Knowledge Delivery Summit 2015
Moving Forward: The Convergence of DITA and Self-Service
November 16 & 17
San 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