Using Taxonomy for Customer-CentricDynamic Publishing

Joe Gelb, Suite SolutionsIntelligent Content Conference 2014

Who is this guy?

Joe Gelb• Founder and President of Suite SolutionsSuite SolutionsOur 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 loyaltyAccording to a recent Forrester articleOctober, 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 informationLack 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 takeslonger 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 Hackoshttp://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 SilosTaxonomy 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 historyFor 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 RelevanceWhat they need, when they need it.

For us: Provide quick access to information that enables our readers to achieve their immediate goalTargeting your audience• Who is the reader? Profile, persona

• End-users• Partners• Service technicians• Technical support staff• Marketing and sales people• Prospective customers

• Security profile• Proficiency level• Geographical location

Service Engineers

Customers

PartnersSales

Tech Support

Contextual RelevanceWhat 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 onceYou 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 engineerI 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 meI 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 ClassificationIngenia

Example: Classify using TaxonomyBrowser-based Authoring in SharePoint

Example: Classify using TaxonomySalesforce

Taking the Leap to a New ParadigmDynamic 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 Gelbsolutions@suite-sol.com

U.S. Office EMEA Office(609) 360-0650 +972-2-993-8054

www.suite-sol.com