1. Unifying a Taxonomy to Reduce Customer Pain with Content Silos
Chip Gettinger, SDL @cgettinger
April 4, 2016

2. Talk today Taxonomy and content design Content silos User experience
Emerging trends
Best practices

3. 37%
Call customer support if they can’t find the right information online

4. 23 %
Customer Support when they can’t find the right information online

5. By 2020
Customers will manage 85% of their interactions with a company without talking to humans

6. How to deliver engaging global digital experiences
Language
Digital
Marketing Content Management
Translation Technology
Technical Content
Management
Localization Services
In this digital age, organizations are all trying to figure out how to deliver engaging digital experiences on a global scale. Since you’re working on localization, you know all about that.
Now let’s take a look at what’s really needed.
<<click>> One hand need, your organization needs to manage all digital content – both the marketing content, and the technical support content – for your products and services.
<<click>> On the other hand, that content needs to be adapted and localized to suit specific markets.
<<click>> Moreover, to streamline the processes between these, ideally the systems and workflows that are used on either end are linked together

7. Taxonomy in user experience
Content tagged with centrally managed taxonomy provides a rich experience on delivery
Navigation and discovery
Customer Intuitive Product Groupings
Search
Indexing Preferred Terms (PT)
Type ahead (classification driven recommendations)
Non-Preferred Terms (NP)
Indirect implied tagging & late binding
Tagging Content with features that represent large sets of products
Contextual filtering
Customer Context is modeled and captured by the Ontology Semantics
Content Conditional rendering using same Taxonomy values/ID’s
Content Rendered to the customer’s specific product context and profile

8. Existing systems lacked business agility
Lack of collaboration and coordination continues a siloed content approach
Customer Portals
Partner Portals
Agent Portals
DAM
LCMS
CCMS
DMS
CMS
Translation
Management
Product Documentation
Product Classifications
Content
Supply Chain Analytics

9. Taxonomy coordinates user experience
Classification
Navigation
Search
Vocabulary
Taxonomy

10. Taxonomy for product content customers
Understand need & value?
What content is relevant?
What topics & products are of interest?
Global and language impacts?
Describe their problems?
in their words
with their concepts

11. Sharing a taxonomy is a key driver
Customer
Synonyms
Enterprise
Search
Media
Management Systems
Support
Knowledge
Product
Content
(CCMS)
Website
Navigation
System Coordination and Synchronization
Someday all systems will share the same view of a Taxonomy

12. Towards a unified ecosystem
Product Catalog
Merchandising Management
Purchase Funnel
Customer Behavior
Brand Assets
Campaigns
Product Manuals
Online support
Product
Satisfaction

13. Key requirements for a unified experience
Open Content Delivery Architecture
Open and pluggable architecture
Taxonomies-based Navigation
Dynamic Experience Mashups
Mobile from the start
Real-time
Contextualization
Retail-like Search
Not just for commerce
Standards-based API
Highly Scalable
Co-exist with Customer Services Solutions

14. Inside out customer experience view
Awareness
Information Gathering
Evaluation
Selection
Traditional State
Future State
“Shaping Demand”
Awareness
Information Gathering
Evaluation
Selection
Marketing
Technical Content and Product Management
Sales
Marketing
Technical Content and Product Management
Sales
Identified “Opportunity Gap”
Identified “Opportunity Gap”
Marketing has traditionally driven awareness and thought leadership at the top of the funnel. However, the wealth of information available to customers has crowded out traditional marketing messages.
Customers have applied filters to the information they consume granting access to few sources.
Sales can earn the required access to customers in this state, helping them think differently about their business in ways traditional marketing collateral cannot.
Marketing must provide worthy contributors that enable sales in gaining access to customers in the awareness (or learning stage).
Source: Marketing Leadership Council Research

15. Emerging taxonomy best practices
Collaborate within your organization
Look at industry standards
Learn and observe user behaviors
Findability, discovery and navigation
Knowledge Componentization
Design real-time relevance for dynamic delivery
Practice and preach strong governance
Agility to design and build ongoing relationships

16. To Enable Customer Self-Service
…we need to treat customers as a shared business asset