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Why would we want to talk to customers or them to us? TCUK 2012

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Ian Ampleford
Ian Ampleford

Session about customer engagement presented at TCUK 2012 by Peter Jones and Ian Ampleford of ARM Limited.

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Why would we want to talk to customers or them to us? TCUK 03 Oct 2012 Ian Ampleford, Director of Technical Communications Peter Jones, Information Architect 1
Who or what is ARM? 2
Who or what is ARM? ARM is a UK based company with over 2000 employees We have design centers in: France Germany India Norway Sweden UK USA We design Intellectual Property (IP) with a number of partners We don’t manufacture processers or silicon chips How many ARM-based devices were sold by our partners in 2011? 3
Finding folk to talk to you part one  Why would we want to talk to them?  We were changing to a DITA content model.  We were advised by our consultants to do this:  Mekon.  The Rockley group.  We wanted to involve our customers in the change.  We didn’t know how our audience used the content:  Reference?  Task?  Concept?  How often?  On-line? 4
Finding folk to talk to you part one  Why would we want to talk to them?  We were changing to a DITA content model.  We were advised by our consultants to do this:  Mekon.  The Rockley group.  We wanted to involve our customers in the change.  We didn’t know how our audience used the content:  Reference?  Task?  Concept?  How often?  On-line?  Our boss thought that it was a good idea 5
Finding folk to talk to you part one  Why would we want to talk to them?  We were changing to a DITA content model.  We were advised by our consultants to do this:  Mekon.  The Rockley group.  We wanted to involve our customers in the change.  We didn’t know how our audience used the content:  Reference?  Task?  Concept?  How often?  On-line?  Our boss thought that it was a good idea.  We agreed that it was a VERY good idea! 6
Finding folk to talk to you part two  Why would they want to talk to us?  To be involved in the change.  The content we provide has room for improvement.  They have suggestions for improvement. 7
Finding folk to talk to you part two  Why would they want to talk to us?  To be involved in the change.  The content we provide has room for improvement.  They have suggestions for improvement.  Their boss thought that it would be a good idea? 8
Making arrangements 9
Interviews 10
What we learned part one Listening to customers: 11
What we learned part two Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam mattis sem a nisi pellentesque pellentesque. Aliquam erat volutpat. Duis at justo vel nisi vehicula ultricies. Phasellus ornare urna Lorem ipsum doloret vestibulum felis. Vestibulum ac elit. Nullamaugue. Sed turpis, sit amet, consectetur adipiscing dignissim mattis sem sodales sagittis rhoncus. Pellentesque habitantvolutpat. a nisi pellentesque pellentesque. Aliquam erat morbi tristique Duis at justo vel nisi vehicula ultricies. Phasellus ornare urnaegestas. Donec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ac turpis senectus et netus et malesuada fames turpis, et vestibulum felis. Vestibulum ac dignissimAenean ipsum magna, sed pellentesque. ac vestibulum orci. augue. Sed mattis sem a nisi pellentesque urna tortor. Ut Aliquam erat volutpat. sodales sagittis rhoncus. congue porttitor vitae Pellentesque habitant morbi tristique Duis at justo vel nisi vehicula ultricies. Phasellus a, dapibus quis augue. Morbi ornare neque ornare urna senectus et vel dui et malesuada fames acmagna egestas. Donec netus tincidunt ac commodo turpis turpis, et vestibulum felis. Vestibulum ac dignissim augue. Sed volutpat. Donec nec quam sed urna tortor. Utvel faucibus dolor. Curabitur ipsum magna, purus, ac vestibulum orci. Aenean sodales sagittis rhoncus. Pellentesque habitant morbi tristiquefacilisis rhoncus pellentesque. porttitor vitae congue a,consequat libero, at dignissim magna congue viverra. dapibus quis augue. Morbi ornare neque senectus et netus et malesuadamollis ac turpis egestas. Donec Cras fames vel dui tincidunt ac commodo magna volutpat. Donec nec quam sed urna tortor. Ut ac vestibulum orci. Aenean nisi, tincidunt vel condimentum at, ultrices vitae Pellentesque libero ipsum purus, vel faucibus Lorem Curabitur facilisis rhoncus pellentesque. sapien. dolor. ipsum dolor Morbi ornare magna, porttitor vitae congue a, dapibus quis augue. sit amet, consectetur adipiscing elit. Cras mollis consequat libero, at dignissim magna congue viverra. neque vel dui tincidunt ac Nam vestibulum consequat Donec nec dictum dui fringilla eget. commodo magna volutpat. elit, convallis Pellentesque libero nisi, tellus. Aenean tincidunt accumsan volutpat. Sed id In nec libero tincidunt vel condimentum at, ultrices vitae quam purus, vel faucibus dolor. Curabitur facilisis rhoncus sapien. Lorem ipsum dolor sit amet, consectetur adipiscing elit. pellentesque. Cras mollis consequat libero, at dignissim magna vel lorem. Pellentesque in dui id lacus commodo pharetra pulvinar Nam vestibulum consequat pellentesque sapien non fringilla eget. hendrerit. nulla sem. Nam elit, convallis dictum dui justo suscipit congue viverra. In nec libero tellus. Aenean tincidunt accumsan volutpat. Sed id Pellentesque libero nisi, tincidunt vel condimentum at, ultrices vitae accumsan nisl Quisque aliquam elementum metus, quis dui id lacus commodo pharetra pulvinar vel lorem. Pellentesque in sapien. Lorem ipsum dolorscelerisque lobortis. Integer telluselit. dapibus id cursus eu, sit amet, consectetur adipiscing arcu, nulla sem. Nam pellentesque Mauris in gravida suscipit hendrerit. sodales id purus. sapien non justo leo. Nam vestibulum consequat elit, convallis dictum dui fringilla eget. Sed condimentum Quisque aliquam elementumvel blandit lorem dictum nislamet. Quisque luctus bibendum accumsan volutpat. accumsan sit metus, quis In nec libero tellus. Aenean tincidunt lacus, Sed id scelerisque cursus justo. lobortis. Integer tellus arcu, dapibus id cursus eu, dui id lacus commodo pharetra pulvinar Vivamus molestie adipiscing urna, sed sodales vel lorem. Pellentesque in sodales id purus. Mauris in gravida leo. Sed condimentum massa elementum eget. Duis a tortor sed elit suscipit tristique. nulla sem. Nam pellentesque sapien non justo suscipit hendrerit. bibendum lacus, vel blandit lorem dictum sit amet. Quisque luctus Quisque aliquam elementum metus, quis accumsan nisl cursus justo. Vivamus molestie adipiscing urna, sed sodales scelerisque lobortis. Integer tellus arcu, dapibus id cursus massa elementum eget. Duis a tortor sed elit suscipit tristique. eu, sodales id purus. Mauris in gravida leo. Sed condimentum bibendum lacus, vel blandit lorem dictum sit amet. Quisque luctus cursus justo. Vivamus molestie adipiscing urna, sed sodales massa elementum eget. Duis a tortor sed elit suscipit tristique. 12
What customers really want I have an idea, help me make it work. 13
What now?  We send updates if there is progress with any of the issues that a customer has raised.  We participate in a customer survey to measure document satisfaction:  Satisfaction and neutral returns are currently at approximately 95%  We get in contact if a customer states that they are dissatisfied and wishes to discuss their concerns  We seek possible enhancements if the dissatisfied customer does not wish to discuss the issue  We react quickly to errata when our customers raise them  We are collaborating with other parts of the business to standardize our deliverables,  We are discussing delivery and format of source files. 14
Thank you 15
Questions? Questions and suggestions are welcome Please contact ian.ampleford@arm.com or peter.jones@arm.com 16
Acknowledgements ºÝºÝߣ 1  Kilroy http://lelandrucker.com/wp-contents/uploads/2011/04/kilroy.jpg ºÝºÝߣ 2  Mekon www.mekon.com ºÝºÝߣ 3  Dr Evil http://bennyhills.fortunecity.com/leary/378/bigglesworth.html ºÝºÝߣ 4  Smiley sycophants http://christiandebates.yuku.com/topic/594 ºÝºÝߣ 9  Nascar http://en.wikipedia.org/wiki/File:NASCAR_practice.jpg  Phone http://hellskitchennyc.blogspot.com/2010_04_01_archive.html  Roulette wheel http://en.wikipedia.org/wiki/File:Roulette_-_detail.jpg ºÝºÝߣ 10  Meeting table http://www.emailogic.com/blog/?p=239  Language barrier http://www.stargazersworld.com/category/advice/improve-your-game/page/2/  Conference call http://www.babybokchoi.com/2011/03/25/conference-call-work/  Scroll http://meganpragel.wordpress.com/category/history-of-visual-communications/  Business cards http://www.japanikuiku.com/185/japanese-business-card-exchange-meishikoukan/  Collaboration http://tony-wilson.com.au/blog/why-collaboration-works-%E2%80%93-it%E2%80%99s-not-just-sharing-information/ ºÝºÝߣ 11  Simulation http://www.cl.cam.ac.uk/research/srg/han/hprls/orangepath/timestable-demo/channel-io.html  Tesla http://1.bp.blogspot.com/-UNUVqRO5Fgw/Te0_pUJIjSI/AAAAAAAAQdM/xtrVIr1Xv3I/s1600/Tesla18Dalek10006Ft.jpg  Silos http://justincaseyouwerewondering.com/2011/09/15/3-questions-that-help-me-define-imc/ ºÝºÝߣ 12  Lost http://collegecandy.com/2009/06/30/life-after-college-im-lost-literally/  Fog http://upload.wikimedia.org/wikipedia/commons/thumb/3/3f/San_francisco_in_fog_with_rays.jpg/558px-San_francisco_in_fog_with_rays.jpg  Jigsaw http://flower-monster.blogspot.com/2010_06_01_archive.html ºÝºÝߣ 13  Unicorn http://flyingpinkunicorns.blogspot.com/  Goal http://www.admissioncouncil.com/aboutus.php  Crystals http://en.wikipedia.org/wiki/File:Insulincrystals.jpg  Frame http://www.themezoom-neuroeconomics.com/Golden_Frame  Package http://www.filecluster.com/reviews/tag/mac/page/2/  Today http://www.mricons.com/icon/1666/128/calendar-today-icon  Navigation http://howtowritebetter.net/writing-directions-%E2%80%93-north-south-east-west-or-what/ ºÝºÝߣ 14  Listening http://gregdetisionlinesuccess.com/wp-content/uploads/2011/08/listening1.jpg 17

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Why would we want to talk to customers or them to us? TCUK 2012

  • 1. Why would we want to talk to customers or them to us? TCUK 03 Oct 2012 Ian Ampleford, Director of Technical Communications Peter Jones, Information Architect 1
  • 2. Who or what is ARM? 2
  • 3. Who or what is ARM? ARM is a UK based company with over 2000 employees We have design centers in: France Germany India Norway Sweden UK USA We design Intellectual Property (IP) with a number of partners We don’t manufacture processers or silicon chips How many ARM-based devices were sold by our partners in 2011? 3
  • 4. Finding folk to talk to you part one  Why would we want to talk to them?  We were changing to a DITA content model.  We were advised by our consultants to do this:  Mekon.  The Rockley group.  We wanted to involve our customers in the change.  We didn’t know how our audience used the content:  Reference?  Task?  Concept?  How often?  On-line? 4
  • 5. Finding folk to talk to you part one  Why would we want to talk to them?  We were changing to a DITA content model.  We were advised by our consultants to do this:  Mekon.  The Rockley group.  We wanted to involve our customers in the change.  We didn’t know how our audience used the content:  Reference?  Task?  Concept?  How often?  On-line?  Our boss thought that it was a good idea 5
  • 6. Finding folk to talk to you part one  Why would we want to talk to them?  We were changing to a DITA content model.  We were advised by our consultants to do this:  Mekon.  The Rockley group.  We wanted to involve our customers in the change.  We didn’t know how our audience used the content:  Reference?  Task?  Concept?  How often?  On-line?  Our boss thought that it was a good idea.  We agreed that it was a VERY good idea! 6
  • 7. Finding folk to talk to you part two  Why would they want to talk to us?  To be involved in the change.  The content we provide has room for improvement.  They have suggestions for improvement. 7
  • 8. Finding folk to talk to you part two  Why would they want to talk to us?  To be involved in the change.  The content we provide has room for improvement.  They have suggestions for improvement.  Their boss thought that it would be a good idea? 8
  • 11. What we learned part one Listening to customers: 11
  • 12. What we learned part two Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam mattis sem a nisi pellentesque pellentesque. Aliquam erat volutpat. Duis at justo vel nisi vehicula ultricies. Phasellus ornare urna Lorem ipsum doloret vestibulum felis. Vestibulum ac elit. Nullamaugue. Sed turpis, sit amet, consectetur adipiscing dignissim mattis sem sodales sagittis rhoncus. Pellentesque habitantvolutpat. a nisi pellentesque pellentesque. Aliquam erat morbi tristique Duis at justo vel nisi vehicula ultricies. Phasellus ornare urnaegestas. Donec Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ac turpis senectus et netus et malesuada fames turpis, et vestibulum felis. Vestibulum ac dignissimAenean ipsum magna, sed pellentesque. ac vestibulum orci. augue. Sed mattis sem a nisi pellentesque urna tortor. Ut Aliquam erat volutpat. sodales sagittis rhoncus. congue porttitor vitae Pellentesque habitant morbi tristique Duis at justo vel nisi vehicula ultricies. Phasellus a, dapibus quis augue. Morbi ornare neque ornare urna senectus et vel dui et malesuada fames acmagna egestas. Donec netus tincidunt ac commodo turpis turpis, et vestibulum felis. Vestibulum ac dignissim augue. Sed volutpat. Donec nec quam sed urna tortor. Utvel faucibus dolor. Curabitur ipsum magna, purus, ac vestibulum orci. Aenean sodales sagittis rhoncus. Pellentesque habitant morbi tristiquefacilisis rhoncus pellentesque. porttitor vitae congue a,consequat libero, at dignissim magna congue viverra. dapibus quis augue. Morbi ornare neque senectus et netus et malesuadamollis ac turpis egestas. Donec Cras fames vel dui tincidunt ac commodo magna volutpat. Donec nec quam sed urna tortor. Ut ac vestibulum orci. Aenean nisi, tincidunt vel condimentum at, ultrices vitae Pellentesque libero ipsum purus, vel faucibus Lorem Curabitur facilisis rhoncus pellentesque. sapien. dolor. ipsum dolor Morbi ornare magna, porttitor vitae congue a, dapibus quis augue. sit amet, consectetur adipiscing elit. Cras mollis consequat libero, at dignissim magna congue viverra. neque vel dui tincidunt ac Nam vestibulum consequat Donec nec dictum dui fringilla eget. commodo magna volutpat. elit, convallis Pellentesque libero nisi, tellus. Aenean tincidunt accumsan volutpat. Sed id In nec libero tincidunt vel condimentum at, ultrices vitae quam purus, vel faucibus dolor. Curabitur facilisis rhoncus sapien. Lorem ipsum dolor sit amet, consectetur adipiscing elit. pellentesque. Cras mollis consequat libero, at dignissim magna vel lorem. Pellentesque in dui id lacus commodo pharetra pulvinar Nam vestibulum consequat pellentesque sapien non fringilla eget. hendrerit. nulla sem. Nam elit, convallis dictum dui justo suscipit congue viverra. In nec libero tellus. Aenean tincidunt accumsan volutpat. Sed id Pellentesque libero nisi, tincidunt vel condimentum at, ultrices vitae accumsan nisl Quisque aliquam elementum metus, quis dui id lacus commodo pharetra pulvinar vel lorem. Pellentesque in sapien. Lorem ipsum dolorscelerisque lobortis. Integer telluselit. dapibus id cursus eu, sit amet, consectetur adipiscing arcu, nulla sem. Nam pellentesque Mauris in gravida suscipit hendrerit. sodales id purus. sapien non justo leo. Nam vestibulum consequat elit, convallis dictum dui fringilla eget. Sed condimentum Quisque aliquam elementumvel blandit lorem dictum nislamet. Quisque luctus bibendum accumsan volutpat. accumsan sit metus, quis In nec libero tellus. Aenean tincidunt lacus, Sed id scelerisque cursus justo. lobortis. Integer tellus arcu, dapibus id cursus eu, dui id lacus commodo pharetra pulvinar Vivamus molestie adipiscing urna, sed sodales vel lorem. Pellentesque in sodales id purus. Mauris in gravida leo. Sed condimentum massa elementum eget. Duis a tortor sed elit suscipit tristique. nulla sem. Nam pellentesque sapien non justo suscipit hendrerit. bibendum lacus, vel blandit lorem dictum sit amet. Quisque luctus Quisque aliquam elementum metus, quis accumsan nisl cursus justo. Vivamus molestie adipiscing urna, sed sodales scelerisque lobortis. Integer tellus arcu, dapibus id cursus massa elementum eget. Duis a tortor sed elit suscipit tristique. eu, sodales id purus. Mauris in gravida leo. Sed condimentum bibendum lacus, vel blandit lorem dictum sit amet. Quisque luctus cursus justo. Vivamus molestie adipiscing urna, sed sodales massa elementum eget. Duis a tortor sed elit suscipit tristique. 12
  • 13. What customers really want I have an idea, help me make it work. 13
  • 14. What now?  We send updates if there is progress with any of the issues that a customer has raised.  We participate in a customer survey to measure document satisfaction:  Satisfaction and neutral returns are currently at approximately 95%  We get in contact if a customer states that they are dissatisfied and wishes to discuss their concerns  We seek possible enhancements if the dissatisfied customer does not wish to discuss the issue  We react quickly to errata when our customers raise them  We are collaborating with other parts of the business to standardize our deliverables,  We are discussing delivery and format of source files. 14
  • 16. Questions? Questions and suggestions are welcome Please contact ian.ampleford@arm.com or peter.jones@arm.com 16
  • 17. Acknowledgements ºÝºÝߣ 1  Kilroy http://lelandrucker.com/wp-contents/uploads/2011/04/kilroy.jpg ºÝºÝߣ 2  Mekon www.mekon.com ºÝºÝߣ 3  Dr Evil http://bennyhills.fortunecity.com/leary/378/bigglesworth.html ºÝºÝߣ 4  Smiley sycophants http://christiandebates.yuku.com/topic/594 ºÝºÝߣ 9  Nascar http://en.wikipedia.org/wiki/File:NASCAR_practice.jpg  Phone http://hellskitchennyc.blogspot.com/2010_04_01_archive.html  Roulette wheel http://en.wikipedia.org/wiki/File:Roulette_-_detail.jpg ºÝºÝߣ 10  Meeting table http://www.emailogic.com/blog/?p=239  Language barrier http://www.stargazersworld.com/category/advice/improve-your-game/page/2/  Conference call http://www.babybokchoi.com/2011/03/25/conference-call-work/  Scroll http://meganpragel.wordpress.com/category/history-of-visual-communications/  Business cards http://www.japanikuiku.com/185/japanese-business-card-exchange-meishikoukan/  Collaboration http://tony-wilson.com.au/blog/why-collaboration-works-%E2%80%93-it%E2%80%99s-not-just-sharing-information/ ºÝºÝߣ 11  Simulation http://www.cl.cam.ac.uk/research/srg/han/hprls/orangepath/timestable-demo/channel-io.html  Tesla http://1.bp.blogspot.com/-UNUVqRO5Fgw/Te0_pUJIjSI/AAAAAAAAQdM/xtrVIr1Xv3I/s1600/Tesla18Dalek10006Ft.jpg  Silos http://justincaseyouwerewondering.com/2011/09/15/3-questions-that-help-me-define-imc/ ºÝºÝߣ 12  Lost http://collegecandy.com/2009/06/30/life-after-college-im-lost-literally/  Fog http://upload.wikimedia.org/wikipedia/commons/thumb/3/3f/San_francisco_in_fog_with_rays.jpg/558px-San_francisco_in_fog_with_rays.jpg  Jigsaw http://flower-monster.blogspot.com/2010_06_01_archive.html ºÝºÝߣ 13  Unicorn http://flyingpinkunicorns.blogspot.com/  Goal http://www.admissioncouncil.com/aboutus.php  Crystals http://en.wikipedia.org/wiki/File:Insulincrystals.jpg  Frame http://www.themezoom-neuroeconomics.com/Golden_Frame  Package http://www.filecluster.com/reviews/tag/mac/page/2/  Today http://www.mricons.com/icon/1666/128/calendar-today-icon  Navigation http://howtowritebetter.net/writing-directions-%E2%80%93-north-south-east-west-or-what/ ºÝºÝߣ 14  Listening http://gregdetisionlinesuccess.com/wp-content/uploads/2011/08/listening1.jpg 17

Editor's Notes

  • #5: Why didn’t we before? Perhaps fear of the unknown? No opportunity. I’d been at ARM for over 11 years and in that time had only met one customer. I was there to give that customer a good listening to.
  • #6: Why didn’t we before? Perhaps fear of the unknown? No opportunity. I’d been at ARM for over 11 years and in that time had only met one customer. I was there to give that customer a good listening to.
  • #7: Why didn’t we before? Perhaps fear of the unknown? No opportunity. I’d been at ARM for over 11 years and in that time had only met one customer. I was there to give that customer a good listening to.