What’s an effective self-service model? One that improves customer effort, which leads to improved customer loyalty. Yes, you’ll get cost savings, improved user adoption, sales acceleration … yada yada. Bottom line though, it’s about customer effort. How do you achieve an effective customer self-service model? It’s a lot like the United Nations. At least, that was my key takeaway from the webinar I watched last week with Jack Molisani, of Lavacon, and our CEO, Aaron Fulkerson.
I thought this was a really good webinar. My favorite part is the beginning where Aaron and Jack talk about the evolution of content and documentation. It provided me with a deeper understanding of the trends in the field of documentation, support, and training as it undergoes a renaissance of sorts. Think of all the things that have changed since folks have revamped their content strategy: mobile, user attention span, channel preference (hint: self-service), conversational user interfaces, even the Internet hasn’t been fully adopted as a prinicipal model for most companies because they’re still using a print file format (pdf) as their primary publishing format!
Now, about the United Nations. Jack nails it when he covers what it takes to successfully undergo a transformation from reactive to an effective content experience. It is not about breaking down silos but joining them together, like a United Nations. This takes a special skill set of being a people person and a technologist all in one. This is the era of the Director of Content Experience.
This role is driving effective self-service models.