1 / 44

David Billick Microsoft Corp.

Do You Really Know What Your Customers Want? Architecting Assistance Content in the Age of Infoglut. David Billick Microsoft Corp. Outline. Bio Customer data intro MS Customer data initiatives Customer data for Longhorn Where we are; what’s next. Speaker Bio. Infoglut.

effie
Download Presentation

David Billick Microsoft Corp.

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Do You Really Know What Your Customers Want? Architecting Assistance Content in the Age of Infoglut David BillickMicrosoft Corp.

  2. Outline • Bio • Customer data intro • MS Customer data initiatives • Customer data for Longhorn • Where we are; what’s next May 15, 2004

  3. Speaker Bio May 15, 2004

  4. Infoglut May 15, 2004

  5. May 15, 2004

  6. Collecting Customer Data • Focus groups • Usability • Interviews • Questionnaires • Field studies • Prototypes • Instrumented applications • Server logging • … May 15, 2004

  7. Does It Matter? • Commerce Web sites • Three clicks to failure • Ignore Flash • Amazon.com • Staples • Dictionary vs. Glossary May 15, 2004

  8. May 15, 2004

  9. Microsoft Customer Data • Millions of users of Windows, Office, MSN, etc. • Over 20,000 support contacts per day • Over $1 billion per year • Dozens of data collection points • Diffuse analysis efforts • “optimized silos” May 15, 2004

  10. PSS • Product Support Services (PSS) • “verbatims” of phone calls, online support sessions • Detailed taxonomy to drive to root cause • Code fixes, test cases, support content May 15, 2004

  11. Other Initiatives • Field studies May 15, 2004

  12. Other Initiatives • Field studies • Instrumented WinXP users May 15, 2004

  13. Other Initiatives • Field studies • Instrumented WinXP users • MS newsgroups May 15, 2004

  14. Other Initiatives • Field studies • Instrumented WinXP users • MS newsgroups • Customer feature requests May 15, 2004

  15. Usability • pop-ups • notifications • alerts May 15, 2004

  16. Millions of customers • Mountains of customer input • Optimized silos • How can we make Longhorn better for all MS customers? May 15, 2004

  17. Assistance in Longhorn • tabula rasa • Tasks vs. feature canonical completeness May 15, 2004

  18. What LH is Trying to Accomplish • Document the biggest issues • WinXP = 11,000 help topics • Enhance discoverability • Match scope and granularity of assistance content to users’ question • Guide users to answers for underspecified questions • Leverage multiple venues of user input and other extant answer spaces May 15, 2004

  19. Two Key Thoughts • “assistance intermediary” • “normalize the voice of the customer” May 15, 2004

  20. Use Users’ Language • Clean up hard drive • Get more drive space • Improve performance May 15, 2004

  21. Add a printer Print on both sides Print screen Stop/cancel printing Print photos Print envelopes Check ink level Install network printer Print screen Stop/cancel printing Check ink level Add a printer Print envelopes Print photos Print on both sides Install network printer Rank the Tasks May 15, 2004

  22. Task Prioritization print screen Users impacted per day stop/cancel printing check ink level May 15, 2004

  23. Discoverability duplex printing 515 two sided printing 355 print both sides 165 two-sided printing 165 print on both sides 102 printing both sides 85 PRINTING ON BOTH SIDES 80 print duplex 45 printing on both sides of paper 42 print on both sides of paper 38 printing front to back 28 print front to back 27 printing back to front 26 May 15, 2004

  24. Discoverability Total = 33% duplexprinting 515 two sided printing 355 print both sides 165 two-sided printing 165 print on both sides 102 printing both sides 85 PRINTING ON BOTH SIDES 80 print duplex 45 printing on both sides of paper 42 print on both sides of paper 38 printing front to back 28 print front to back 27 printing back to front 26 33% May 15, 2004

  25. Discoverability Total = 64% duplex printing 515 two sided printing 355 print both sides 165 two-sided printing 165 print on both sides 102 printing both sides 85 PRINTING ON BOTH SIDES 80 print duplex 45 printing on both sides of paper 42 print on both sides of paper 38 printing front to back 28 print front to back 27 printing back to front 26 31% 31% May 15, 2004

  26. Discoverability Total = 90% duplex printing 515 two sided printing 355 print both sides 165 two-sided printing 165 print on both sides 102 printing both sides 85 PRINTING ON BOTH SIDES 80 print duplex 45 printing on both sides of paper 42 print on both sides of paper 38 printing front to back 28 print front to back 27 printing back to front 26 26% May 15, 2004

  27. Discoverability Total = 95% duplex printing 515 two sided printing 355 print both sides 165 two-sided printing 165 print on both sides 102 printing both sides 85 PRINTING ON BOTH SIDES 80 print duplex 45 printing on both sides of paper 42 print on both sides of paper 38 printing front to back 28 print front to back 27 printing back to front 26 5% May 15, 2004

  28. “Duplex printing” May 15, 2004

  29. “Two-sided printing” May 15, 2004

  30. “Duplex printing” May 15, 2004

  31. Knowledge Base Article Clicks • VirusComputer Viruses: Description, Prevention, and Recovery • FirewallHOW TO: Enable or Disable Internet Connection Firewall in Windows XP • Print screenHow to Capture Screen Shots in Windows Using the Print Screen Key • User accountHOW TO: Create and Configure User Accounts in Windows XP May 15, 2004

  32. “Cookies” KB Clicks 1. Cookie Authentication May Fail with Cookie Enabled Browsers (18.1%) 2. Web Site Reports That You Must Enable Cookies (6.8%) 3. Error Message: Your Web Browser Options Are Currently Set to Disable Cookies... (5.8%) 4. How to Manage Cookies in Internet Explorer 6 (5.5%) 5. Unable to Refresh Web Page That Uses Cookies if Set to Prompt for Cookies (3.7%) May 15, 2004

  33. “Fax Document” Cluster attach Document to faxcreate a fax documentdelete fax from My Documentsdocument faxingfax a docfax a word documentfax multipage documentfax multiple documentsfax pdf documentfax word documentfaxing document cover sheet May 15, 2004

  34. “Fax Document” Cluster attach Document to faxcreate a fax documentdelete fax from My Documentsdocument faxingfax a docfax a word documentfax multipagedocumentfax multipledocumentsfax pdfdocumentfax worddocumentfax document cover sheet May 15, 2004

  35. Re-clustered Cluster • attach Document to fax • create a fax documentdocument faxing • delete fax from My Documents • fax a word documentfax adocfaxword document • fax multipage document • fax multiple documents • fax pdf document • fax document cover sheet May 15, 2004

  36. User Control 1 May 15, 2004

  37. User Control 2 May 15, 2004

  38. Analysis Tools • Better requirements • Allow for human input and re-iteration • Don’t over-engineer: • JED – Just Enough Data • JEA – Just Enough Analysis • Reporting May 15, 2004

  39. Explicit Feedback – Office 2003 May 15, 2004

  40. Feedback Comments May 15, 2004

  41. Dissatisfaction Scores May 15, 2004

  42. Explicit Feedback - Office 2003 May 15, 2004

  43. Exploit customer data Mirror users’ language Answer the users’ question Document user tasks Get the tools right Summary May 15, 2004

  44. Done May 15, 2004

More Related