1. Self-Service Content Barcelona, Oct 1, 2014 Gerry McGovern gerry@customercarewords.com www.customercarewords.com @gerrymcgovern

3. Cross-functional collaboration Quality, not quantity Design first for core / top tasks Pair writing / collaboration Start with strategy, not tool Process for content

4. Cohesive digital strategy Cross-functional collaboration Content & UX collaboration Test quickly, test often Findability Structured content

5. Structure / metadata Internet of things & people

6. 6 © Customer Carewords Ltd. customercarewords.com 5 million visits NO TIME TO UPDATE

7. In a year, how many pages can Susan professionally manage? 100?

8. 200?

9. 300?

10. 500?

11. 700?

12. 1,000?

17. Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Speed & Repetition SLOW TO DO FAST TO DO HIGH REPETITION LOW REPETITION

18. Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Control vs Complexity HIGH COMPLEXITY LOW COMPLEXITY HIGH DEMAND FOR CONTROL LOW DEMAND FOR CONTROL

19. Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Implications & Vulnerability HIGH IMPLICATIONS LOW IMPLICATIONS ENABLED CUSTOMERS VULNERABLE CUSTOMERS

20. Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Service vs Self-Service Costs LOW SERVICE STAFF COSTS HIGH SERVICE STAFF COSTS LOW SELF-SERVICE COSTS HIGH SELF-SERVICE COSTS

21. LOW ONLINE DEMAND HIGH ONLINE DEMAND HIGH SELF-SERVICE COSTS LOW SELF-SERVICE COSTS Sweet Spot for Web Self-Service Complex Complicated Simple Self-service Sweet Spot Face-to-Face Sweet Spot Phone Sweet Spot Divorce Planning permission Standard contract questions

22. Task 5 – Cloning Does Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning? Task Performance Critical Issues TPI = 0 Median time on task (sec) = 162 Target time on task (sec) = 30

23. And the answer is.... YES

24. 1.Simplicity 2.Convenience 3.Control 4.Speed 5.Price 6.Continuous improvement Online self-service principles

25. SIMPLICITY

26. “Streamline" experience Prevent "distractions"

27. Whatever……

28. TOP TASKS TINY TASKS Content Publishing activity

29. CONVENIENCE

30. “dublin sunrise”

34. CONTROL

36. SPEED

37. 2009 2 second delay 4% reduction in ad revenue

38. 2009 7 Seconds of Orientation

39. PRICE

43. CONTINIOUS IMPROVEMENT

45. We focus on user needs. RELENT LESSLY

46. 46 November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password recovery =

47. 47

48. 48

49. 49 May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password Recovery =

50. 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. 51 © Customer Carewords Ltd. customercarewords.com +353 87 238 6136 @gerrymcgovern gerry@customercarewords.com Thank you