Self-Service Content Barcelona, Oct 1, 2014 Gerry McGovern [email protected] @gerrymcgovern.

Self-Service Content

Barcelona, Oct 1, 2014

Gerry [email protected]

www.customercarewords.com

@gerrymcgovern

• Cross-functional collaboration• Quality, not quantity

• Design first for core / top tasks• Pair writing / collaboration

• Start with strategy, not tool• Process for content

• Cohesive digital strategy• Cross-functional collaboration

• Content & UX collaboration• Test quickly, test often

• Findability• Structured content

• Structure / metadata• Internet of things & people

6© Customer Carewords Ltd. customercarewords.com

5 million visits

NO TIME TO UPDATE

In a year, how many pages can Susan professionally manage?

100?

200?

300?

500?

700?

1,000?

Best Over The Phone

Perfect for Self-Service

A Mix of Channels

Face-to-Face Most Suitable

Self-Service? Speed & Repetition

SLO

W T

O D

O

FA

ST T

O D

O

HIGH REPETITION LOW REPETITION

Best Over The Phone

Perfect for Self-Service

A Mix of Channels

Face-to-Face Most Suitable

Self-Service? Control vs Complexity

HIG

H C

OM

PLEX

ITY

LO

W C

OM

PLEX

ITY

HIGH DEMAND FOR CONTROL LOW DEMAND FOR CONTROL

Best Over The Phone

Perfect for Self-Service

A Mix of Channels

Face-to-Face Most Suitable

Self-Service? Implications & Vulnerability

HIG

H I

MP

LIC

ATIO

NS

LO

W

IMP

LIC

ATIO

NS

ENABLED CUSTOMERS VULNERABLE CUSTOMERS

Best Over The Phone

Perfect for Self-Service

A Mix of Channels

Face-to-Face Most Suitable

Self-Service? Service vs Self-Service Costs

LO

W S

ER

VIC

E S

TA

FF C

OS

TS

HIG

H S

ER

VIC

E S

TA

FF

CO

STS

LOW SELF-SERVICE COSTS HIGH SELF-SERVICE COSTS

LOW ONLINE DEMAND HIGH ONLINE DEMAND

HIG

H S

ELF-S

ER

VIC

E C

OS

TS

LO

W S

ELF-S

ER

VIC

E

CO

STS

Sweet Spot for Web Self-Service

Comple

x

Compl

icat

ed

Simple

Self-service Sweet Spot

Face-to-Face Sweet Spot

Phone Sweet SpotDivorce

Planning permission

Standard contract questions

Task 5 – CloningDoes Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning?

Task Performance

Critical Issues

TPI = 0Median time on task (sec) = 162

Target time on task (sec) = 30

And the answer is ....

YES

1.Simplicity2.Convenience 3.Control4.Speed5.Price6.Continuous improvement

Online self-service principles

SIMPLICITY

“Streamline" experiencePrevent "distractions"

Whatever……

TOP TASKSTINY TASKS

Content Publishing activity

CONVENIENCE

“dublinsunrise”

CONTROL

SPEED

Time ClicksTime to Click Revenue

50 ms None None None200 ms -0.30% 500 ms None500 ms -1% 1.2 sec -1.20%1 sec -2% 2 sec -2.80%2 sec -4.40% 3 sec -4.30%

2009

2 second delay4% reduction in ad revenue

2009

7 Seconds ofOrientation

PRICE

CONTINIOUSIMPROVEMENT

We focus on user needs.

RELENTLESSLY

46

November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.

Success/Failure Rates Completion Time

Password recovery = Minor Issues (50-59) TPI = 59

47

48

49

May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in.

Success/Failure Rates Completion Time

Password Recovery = Fair (60-69) TPI = 68

Good0-2.25 x Target

* All Failure times treated as 300 seconds

Minor Time Issue2.25-3.25 x Target

Major Time Issue3.25-5.75 x Target

Critical Time IssueAbove 5.75 x Target

50

“Implementing the improvements required coordinated effort from multiple IT teams, usability and experience design people, and even content editors.”

Martin Hardee, Director for Cisco.com

AND EVEN CONTENT EDITORS!!!

51© Customer Carewords Ltd. customercarewords.com

+353 87 238 6136

@gerrymcgovern

[email protected]

Thank you