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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Your boss’ boss loves these metricsAllison Hepburn, Acrolinx
Chris Bridgen, Alcatel-Lucent
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
WHO ARE WE AND WHO DO WE WORK FOR?
Chris Bridgen, Alcatel-Lucent
15 years in CUSTDOC
Current role: Strategy for 200+ head doc department
Allison Hepburn, Acrolinx
Former technical editor, content creator, and metrics provider
Current role: Product Evangelist
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
ALCATEL-LUCENT CUSTOMER DOCUMENTATIONBY THE NUMBERS ….
Industry-leading
Productivity measured by Writer :
R&D staffing ratios
Full set of formats, from
PDF to
HTML to
e-book
220 + employe
es
Saved company
€Ms in costs
from ‘11 to ‘13
20 +
Nationalities
Support for four
businesses
400G photonicFixed Networks
IP Patforms lightRadio™7x50 SR XRS Core router
Supporting
€14.4b a year in
revenue
Motive
100%On-time delivery two years + running
14,102 Documents delivered in 2013
862Product releases supported in 2013
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Speak with one voice
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
… metrics are a business imperative …
… no matter where you live in the org …
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
“Hey, CUSTDOC, how about some metrics on your performance?”
“What do you mean?”
“How do you know your business is performing . . .”
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
How do you know your business is performing . . .
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
What matters to your leadership?
Can you find it:? On the CEO’s webpage
? In the annual report
? In the metrics your boss’s boss tracks
? In the KPIs that earn bonuses
?Website word clouds
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Found it !!
Can you find it: On the CEO’s webpage
In the annual report
In the metrics your boss’s boss tracks
In the KPIs that earn your bonuses
In website word clouds
The evidence is everywhere …
The boss’s boss says
Our R&D teams are missing Go/No Go deadlines. Well CUSTDOC? . . .
You say We track that! Here you go . . .
COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
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ALCATEL-LUCENT CUSTOMER DOCUMENTATIONON-TIME DELIVERY METRIC
67145 205 255 303
382 435 495 579640 795
235237
260 260 279266 257 266 245
210 2170 6 6 5 5 3 2 0 0 4 35 8 8 18 19 11 13 19 36 2 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
February March April May J une J uly August September October November December
At Risk
Delayed
On Track
Completed
Projects on track include Pre-DR1 projects
Customer Documentation ― 2013 Documentation Program Status
Dashboard: N&P Overall Status (current projects) Project history
# Rel. completed 795 Network releases on time 100% 1 projects on track/ being planned 217 Cancelled projects 53
# docs published 12849 Product deliverables on time 100% 1 projects delayed 3 Closed projects 795
Active projects on track 96% projects at risk (esclated) 5 Open projects 225
31-Dec-13
The boss’s boss says
How much do you cost? Is it extra for pens? Well CUSTDOC? . . .
You say We track that! Here you go . . .
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
ALCATEL-LUCENT CUSTOMER DOCUMENTATIONCOST VS BUDGET METRIC
CDOC ACTUAL VS PLAN
BASELINE 2013
TODAYJAN 6, 2014
TODAY (ADJ.)JAN 6, 2014
Q1 2015 GOAL
PROGRESS NOTES
CDOC headcount blah blurtboh
(including open
positions)
bah 15
Mix of LCC and HCC; Currently understaffed by 2000000 in Country X and Country Y due to zombie attacks; 5 open positions in Caledonia
CDOC FY budget €x.y M €a.b M
€c.d M 0.99M Annual CDOC budgets
CDOC 2014 quarterly cost N/A TBDQ1 Plan: TBDQ1 Actual: TBD
The boss’s boss says
We see a decline in the monster market in 2015. Well, CUSTDOC? . . .
You say We track that! Here you go . . .
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
ALCATEL-LUCENT CUSTOMER DOCUMENTATIONTRACKING INVESTMENTS
Zombies 7.6
Frankensteins 5.2
Mummies 2.4
Vampires 1.1
0.3 Other
(aliens, etc.)
2015NOW
Zombies 6.4
Frankensteins 5.1
Mummies 2.1
Vampires 1.0
0.3 Other(aliens, etc.)
Reduction in M (monsters) businesses in line with
direction
~ 16.6 M ~ 14.9 M
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
CONTENT AND REVENUE
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
CONTENT STRATEGY @ CISCO
“The 4900 Series is ideal for space-
constrained deployments.”
“Simplified Management: Edge switch auto-
provisioning”
Zero uses of you
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
CONTENT STRATEGY @ CISCO
Not space-constrained but
smaller.
No sentence over 18 words
Eight uses of you
The boss’s boss says
You say We track that! Here you go . . .
Our customers call support too much! Can you help?
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
CONTENT AND CALL CENTERS
Why people call
• 15%: “It doesn’t work!”
• 25%: “How do I …?”
• 40%: “Where can I get …?”
• 20%: “Can I buy …?”
What we should do
Fix our product
Fix our content
Fix our website
No problem!
The boss’s boss says
CUSTDOC, how do we know our customers are satisfied?
You say We track that! Here you go . . .
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
CONTENT AND CUSTOMER SATISFACTION
More support calls can mean our content is:
• hard to comprehend
• poorly written
• filled with jargon
• created without consideration for findability and translation
By improving the quality of our content, we improve our customer’s experience. We’ll have:
• fewer support calls; which in turn, leads to reduced operating costs
• satisfied customers that can quickly solve problems on their own
• more repeat customers that trust our brand and company
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
Calls to action
Does your boss care?
Make her concerns your concerns
Talk to support
Why customers call, and can content help
BTW, CMO Are customers getting relevant content?
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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION
@amhepburnAcrolinx Product Evangelisthttp://linkedin.com/in/allisonhepburn/http://[email protected]+1 919 624 2215
@chrispbridgenAlcatel-Lucent CUSTDOC strategy
http://ca.linkedin.com/pub/chris-bridgen/13/660/1aa/
[email protected]+1 613 290 5733