your boss' boss will love these metrics

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1 COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION Your boss’ boss loves these metrics Allison Hepburn, Acrolinx Chris Bridgen, Alcatel- Lucent

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Your boss’ boss loves these metricsAllison Hepburn, Acrolinx

Chris Bridgen, Alcatel-Lucent

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

WHO ARE WE AND WHO DO WE WORK FOR?

Chris Bridgen, Alcatel-Lucent

15 years in CUSTDOC

Current role: Strategy for 200+ head doc department

Allison Hepburn, Acrolinx

Former technical editor, content creator, and metrics provider

Current role: Product Evangelist

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

ALCATEL-LUCENT CUSTOMER DOCUMENTATIONBY THE NUMBERS ….

Industry-leading

Productivity measured by Writer :

R&D staffing ratios

Full set of formats, from

PDF to

HTML to

e-book

220 + employe

es

Saved company

€Ms in costs

from ‘11 to ‘13

20 +

Nationalities

Support for four

businesses

400G photonicFixed Networks

IP Patforms lightRadio™7x50 SR XRS Core router

Supporting

€14.4b a year in

revenue

Motive

100%On-time delivery two years + running

14,102 Documents delivered in 2013

862Product releases supported in 2013

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Speak with one voice

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

… metrics are a business imperative …

… no matter where you live in the org …

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

“Hey, CUSTDOC, how about some metrics on your performance?”

“What do you mean?”

“How do you know your business is performing . . .”

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

How do you know your business is performing . . .

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

What matters to your leadership?

Can you find it:? On the CEO’s webpage

? In the annual report

? In the metrics your boss’s boss tracks

? In the KPIs that earn bonuses

?Website word clouds

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Found it !!

Can you find it: On the CEO’s webpage

In the annual report

In the metrics your boss’s boss tracks

In the KPIs that earn your bonuses

In website word clouds

The evidence is everywhere …

The boss’s boss says

Our R&D teams are missing Go/No Go deadlines. Well CUSTDOC? . . .

You say We track that! Here you go . . .

COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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ALCATEL-LUCENT CUSTOMER DOCUMENTATIONON-TIME DELIVERY METRIC

67145 205 255 303

382 435 495 579640 795

235237

260 260 279266 257 266 245

210 2170 6 6 5 5 3 2 0 0 4 35 8 8 18 19 11 13 19 36 2 5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

February March April May J une J uly August September October November December

At Risk

Delayed

On Track

Completed

Projects on track include Pre-DR1 projects

Customer Documentation ― 2013 Documentation Program Status

Dashboard: N&P Overall Status (current projects) Project history

# Rel. completed 795 Network releases on time 100% 1 projects on track/ being planned 217 Cancelled projects 53

# docs published 12849 Product deliverables on time 100% 1 projects delayed 3 Closed projects 795

Active projects on track 96% projects at risk (esclated) 5 Open projects 225

31-Dec-13

The boss’s boss says

How much do you cost? Is it extra for pens? Well CUSTDOC? . . .

You say We track that! Here you go . . .

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

ALCATEL-LUCENT CUSTOMER DOCUMENTATIONCOST VS BUDGET METRIC

CDOC ACTUAL VS PLAN

BASELINE 2013

TODAYJAN 6, 2014

TODAY (ADJ.)JAN 6, 2014

Q1 2015 GOAL

PROGRESS NOTES

CDOC headcount blah blurtboh

(including open

positions)

bah 15

Mix of LCC and HCC; Currently understaffed by 2000000 in Country X and Country Y due to zombie attacks; 5 open positions in Caledonia

CDOC FY budget €x.y M €a.b M

€c.d M 0.99M Annual CDOC budgets

CDOC 2014 quarterly cost N/A TBDQ1 Plan: TBDQ1 Actual: TBD

The boss’s boss says

We see a decline in the monster market in 2015. Well, CUSTDOC? . . .

You say We track that! Here you go . . .

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

ALCATEL-LUCENT CUSTOMER DOCUMENTATIONTRACKING INVESTMENTS

Zombies 7.6

Frankensteins 5.2

Mummies 2.4

Vampires 1.1

0.3 Other

(aliens, etc.)

2015NOW

Zombies 6.4

Frankensteins 5.1

Mummies 2.1

Vampires 1.0

0.3 Other(aliens, etc.)

Reduction in M (monsters) businesses in line with

direction

~ 16.6 M ~ 14.9 M

The boss’s boss says

CUSTDOC, are you making me any money?

You say We track that! Here you go . . .

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

CONTENT AND REVENUE

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

CONTENT STRATEGY @ CISCO

“The 4900 Series is ideal for space-

constrained deployments.”

“Simplified Management: Edge switch auto-

provisioning”

Zero uses of you

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

CONTENT STRATEGY @ CISCO

Not space-constrained but

smaller.

No sentence over 18 words

Eight uses of you

The boss’s boss says

You say We track that! Here you go . . .

Our customers call support too much! Can you help?

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

CONTENT AND CALL CENTERS

Why people call

• 15%: “It doesn’t work!”

• 25%: “How do I …?”

• 40%: “Where can I get …?”

• 20%: “Can I buy …?”

What we should do

Fix our product

Fix our content

Fix our website

No problem!

The boss’s boss says

CUSTDOC, how do we know our customers are satisfied?

You say We track that! Here you go . . .

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

CONTENT AND CUSTOMER SATISFACTION

More support calls can mean our content is:

• hard to comprehend

• poorly written

• filled with jargon

• created without consideration for findability and translation

By improving the quality of our content, we improve our customer’s experience. We’ll have:

• fewer support calls; which in turn, leads to reduced operating costs

• satisfied customers that can quickly solve problems on their own

• more repeat customers that trust our brand and company

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

Calls to action

Does your boss care?

Make her concerns your concerns

Talk to support

Why customers call, and can content help

BTW, CMO Are customers getting relevant content?

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COPYRIGHT © 2014 ALCATEL-LUCENT ACROLINX. ALL RIGHTS RESERVED. ALCATEL-LUCENT and ACROLINX — INTERNAL PROPRIETARY — USE PURSUANT TO COMPANY INSTRUCTION

@amhepburnAcrolinx Product Evangelisthttp://linkedin.com/in/allisonhepburn/http://[email protected]+1 919 624 2215

@chrispbridgenAlcatel-Lucent CUSTDOC strategy

http://ca.linkedin.com/pub/chris-bridgen/13/660/1aa/

[email protected]+1 613 290 5733