How HP is implementing an Omnichannel support experience

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Maximilian Mosley
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1 How HP is implementing an Omnichannel support experience Fulvio Marfoni HP

What Omni-Channel Customer Support Experience means Omni-channel is a multichannel approach that seeks to provide the customer with a seamless support experience whether the customer is online, from

2 What Omni-Channel Customer Support Experience means Omni-channel is a multichannel approach that seeks to provide the customer with a seamless support experience whether the customer is online, from a desktop or mobile device, by telephone or on product. What distinguishes the omnichannel customer support experience from the multichannel customer experience is that there is true integration between all the touch points on the back end. Image Courtesy of IBM

3 In the past Social media Web publishing Agent Content Diagnostics requirements needs requirements needs requirements needs requirements needs Knowledge management Knowledge management Knowledge management Knowledge management No Common Taxonomy Product Hierarchy driven No or minimum content reuse No common Analytics No common CRM 3

4 Image Courtesy of ASPECT

5 Today Social media Web publishing Agent Content Diagnostics Taxonomy Management requirements needs analytics requirements needs analytics requirements needs analytics Consolidation / Alignment requirements needs analytics Knowledge Management

Tomorrow Consumer Individual Owners PCs & Printers Customers Commercial SMB;

Android & PCs; Instant & Expanded Chat; Support Solutions; Diagnostic Services;

Access; Secure Commerce Web Simple & Intuitive Nav; Show Products as Hero; Unabated

Form Factors Call Me Case Creation; Calback Scheduler; Intelligent Call Routing;

Assisted Support Phone Support Chat Support Cloud Telephony CRM Knowledge as a

Guides & Manuals Video Library Video Organization Styles & Standards Binaries

6 Tomorrow Consumer Individual Owners PCs & Printers Customers Commercial SMB; Enterprise PCs & Printers On Product Support Web Support Contact Center New HPSA on Android & PCs; Instant & Expanded Chat; Support Solutions; Diagnostic Services; Contact Center Lookup; Visual Share Chat Live Agent; Remote Control; Transcript Access; Secure Commerce Web Simple & Intuitive Nav; Show Products as Hero; Unabated Tasks; Easier Driver Downloads; Aesthetically pleasing; Mobile friendly; Multiple Form Factors Call Me Case Creation; Calback Scheduler; Intelligent Call Routing; Cust Expectation Mgmt; Agent Screen Popup Social Media Social Media Communities Assisted Support Phone Support Chat Support Cloud Telephony CRM Knowledge as a Service Content Repositories Support Content DITA-based CMS Smart Content, User Guides & Manuals Video Library Video Organization Styles & Standards Binaries Software Drivers ecommerce Common Taxonomy and Information Architecture Product Master Product Hierarchy & Product Attributes

7 Content to enable an Omnichannel Support experience will be created with three main paradigms in mind: mobile first adaptable reusable

8 Image courtesy of BradFrost

9 Key elements of Adaptive and Reusable Content Reusable content: Content is developed to maximize reuse across platforms; where that s not possible, different formats or types of content are made available. Structured content: properly fielded content chunks can be combined in different ways for different platforms. Presentation-independent content: design decisions are made by the platform, rather than having style and format imposed on the content. Meaningful metadata: category, tag, author and other meta information can be used to filter or highlight content, and metadata can be used to help platforms decide which content to display. Usable ECM interfaces: content management UI and workflow to encourage people to create well-structured and metadata-enhanced content, No styling choices.

10 Taxonomy Powered content Content with applied Taxonomy Semantic meaning Content today with XML Logical structure Flat text Unstructured Content Human Consumption Structured Content Human Consumption, Machine organization & display Smart Content Human Consumption, Machine organization & display, Machine Interpretation Higher Value Medium Value Lower Value Manual Process (Scripted at best) Partially automated Highly Automated

11 Metadata and Adaptive / Reusable The case for it Metadata allows us to programmatically build experiences. Metadata drives which content chunks show up on which platform, for which user type and how. Metadata enables any personalization initiative. Metadata enables faceted search. Proper structured markup can drive enhanced analytics capabilities. Metadata enables basic vs advanced user concept for content (right level of readership). Metadata enables entitlement based content.

12 Contextual Relevance What they need, when they need it Audience targeting Who is the reader, profile, persona? Consumer, Commercial Proficiency level: Basic vs. advanced End user, support professional, CIO, procurement, internal helpdesk etc. Who gets access to what Internal vs. authenticated vs. public Level of service customer has purchased Goals and Use Case Scenarios What are they trying to accomplish? Setup, install, configure Get trained Use, troubleshoot, maintain Upgrade, make a purchasing decision What device are they viewing on?

13 The Contextualized piece of information Information architecture and data model Product Attributes Product Telemetry Product Context Text Topic context Product observations Customer / User Context The solution needed by the user will be suggested based on the intersection of Product, Topic, and User contexts

Platform Specific DITA Content Models Current State On product Content Model DITA map CPMD title Error group Error group name Error map Error map Error group Error group name Error map

designed for the specific publishing platforms and devices: Limited reuse of DITA topics and content across platforms Inconsistent metadata models Format-driven design with inconsistent elements

14 Platform Specific DITA Content Models Current State On product Content Model DITA map CPMD title Error group Error group name Error map Error map Error group Error group name Error map Troubleshooting Content Model DITA map Issue topic Issue title Body Resolution topic Task title Steps Question topic Answer topic DITA content models for On-product and Troubleshooters are currently designed for the specific publishing platforms and devices: Limited reuse of DITA topics and content across platforms Inconsistent metadata models Format-driven design with inconsistent elements Designed to replicate static content Transition from foundational to strategic Current models were foundational to establish a DITA environment. Migrating to a unified DITA content model is strategic to support a robust experience across additional platforms. On-product Troubleshooters

Unified DITA Content Model Future State 15 Troubleshooters Chatbot On-product Unified Content Model DITA map Issue

Agent support documents Mobile Support app A unified content model is the backbone of an adaptive omni-channel

repurposing across multiple platforms: Format-agnostic design Broken up into reusable, well-modelled components

15 Unified DITA Content Model Future State 15 Troubleshooters Chatbot On-product Unified Content Model DITA map Issue topic Issue title Description Body Resolution topic Task title Steps Resolution topic Customer support documents Agent support documents Mobile Support app A unified content model is the backbone of an adaptive omni-channel strategy A unified content model with structured and semantic content enables an omni-channel experience and repurposing across multiple platforms: Format-agnostic design Broken up into reusable, well-modelled components Semantic metadata defines and describes the topics Audience, applicability, and context metadata applied to decide where and when to route it

16 Consumer Individual Owners PCs & Printers Customers Commercial SMB; Enterprise PCs & Printers On Product Support Web Support Contact Center New HPSA on Android & PCs; Instant & Expanded Chat; Support Solutions; Diagnostic Services; Contact Center Lookup; Visual Share Chat Live Agent; Remote Control; Transcript Access; Secure Commerce Web Simple & Intuitive Nav; Show Products as Hero; Unabated Tasks; Easier Driver Downloads; Aesthetically pleasing; Mobile friendly; Multiple Form Factors Call Me Case Creation; Calback Scheduler; Intelligent Call Routing; Cust Expectation Mgmt; Agent Screen Popup Social Media Social Media Communities Assisted Support Phone Support Chat Support Cloud Telephony CRM Knowledge as a Service Content Repositories Support Content DITA-based CMS Smart Content, User Guides & Manuals Video Library Video Organization Styles & Standards Binaries Software Drivers ecommerce Common Taxonomy and Information Architecture Product Master Product Hierarchy & Product Attributes

17 KaaS ( Knowledge as a Service ) Normal data layer Presentation layer Metadata Social Media Contextual Content TMS CCM KAAS HPSA Portal Experience Customers Consumer, Commercial, SMB Binaries SFDC Files Legacy GCSN Anonymous & Personalized On Product End to end Metrics & Reporting Future Proof Flexibility (Business console)

18 Questions?

19 19 Backup

Dynamic Assembly of DITA Play What is DITA?

flows for dynamic assembly Prepare for migration An XML data model for authoring

DITA topics are authored and attributed with contextual parameters via metadata Author

20 Dynamic Assembly of DITA Play What is DITA? DITA preparation: Define DITA based content models Define metadata model Create user flows for dynamic assembly Prepare for migration An XML data model for authoring structured content. Content is written in DITA topics that comprise a DITA map. DITA topics are authored and attributed with contextual parameters via metadata Author Creates DITA topics DITA Dynamic Content Assembly Product A Product B Product C Win 7 Win 10 Mac 10.9 Android Customer WW APJ Agent Germany Partner US Today Multiple single topic documents Future Customer Product A, Mac 10.9, Germany Agent Product C, Win 10, US DITA topics are dynamically assembled based on user context

i.e. OS=(Win, IOS, Android) Variables Taxonomy data?

21 Dynamic Assembly Persona Locale Region? (EMEA, LAR, AP) User Context? (Agent, Customer, Partner) Subject Product Context? (A,B,C) Contextual attachments? i.e. SWD, rich media, other Topic context? i.e. OS=(Win, IOS, Android) Variables Taxonomy data? Supporting Context Ref -A, B, C, Ref -1, 2, 3, Solutions Attachments Contextual solution (Product Context + Topic Context) =Solution 1, or 2, or 3?

22 Content Platform independence Mobile web Mobile apps Website Learning Multiple sizes Content chunks have different size variations so they can be used in different places SoMe Content Tablet apps Meaningful metadata Information about what the content means is attached to it, so that each platform can make choices about how to use it. Blogs Print Written for reuse Content is written with the intent that it might live anywhere, which changes the way writers think about the process. They re not imagining a specific context. Internal (intranet) FUTURE Assisted Support Adaptive Content = Structured content

23 Contextual Dynamic Publishing All about the customer experience Understand what our customers need to do Provides an experience that adds value to them Provides customers with quick access to contextually relevant information, enabling them to achieve their immediate goal Allows us to assemble and publish a variety of informational topics, taxonomy and topic relationships on demand Quickly renders, packages and delivers the personalised information to the device, format and language of choice

24 Contextual Relevance What they need, when they need it Understanding who the user is What product they have What keyword they searched on Where they are located and what language they speak From where they came Inputs received from customer Products or topics they have selected Product attributes they have Telemetry we have harvested

Taxonomy Based Integration Web to CRM PPS Portal WISE 1 Established Context: Prod: OJ Pro 8625 OS: Windows 7 TMS Topic: Wireless/ Network/Internet 2 Customer attempts self support but elevates to

25 Taxonomy Based Integration Web to CRM PPS Portal WISE 1 Established Context: Prod: OJ Pro 8625 OS: Windows 7 TMS Topic: Wireless/ Network/Internet 2 Customer attempts self support but elevates to assisted support 4 Agent Launch Wise direct to contextual page SCM ADX Portal Case Create 3 Customer Context in Case: Prod: OJ Pro 8625 OS: Windows 7 TMS Topic: Wireless/ Network/Internet 1. customer starts on web, identifies product, OS, issue categories. 2. Customer gives up and elevate to a case on CRM. 3. In the case create form most dropdowns are pre-populated like OS and issue categories 4. When the agent needs assistance to solve the problem, they launch Wise. Wise takes them directly to documents for the product and issue categories. 5. A&R reports are easily based on issue categories, os etc and can easily be related to web, wise and other channels. Wise shows content for customer s case, no need for agent to search (initially)

Taxonomy for Self-service Delivery

Taxonomy for Self-service Delivery At hp we want every customer to receive unmatched product quality, value and support services 1 An Enterprise class implementation of Taxonomy Management with SDL LiveContent