The RSA Community: From Documents to Answers
When Kevin Kyle and Andrea Taylor of RSA, the security division of EMC, went on stage on Wednesday at JiveWorld16, something great happened. Within less than 45 minutes, they showed the audience the way to the next generation of documentation delivery to Jive communities.
With the revamping of their community site, Kevin and Andrea sought to update their previous PDF-based documentation delivery and make it more accessible to customers and to the RSA support team. In a world where 81% of customers use web-search to get to the information they’re looking for and where about 90% of companies differentiate primarily based on customer experience, Kevin and Andrea wanted to optimize accessibility to knowledge. They decided to use the collaborative Jive platform to serve content in personalized, small and digestible pieces of content, not as large and monolithic PDFs. As Andrea says, “We wanted the look and feel of content to be less like old-fashioned documentation and more like modern blog posts,” designed for web search and in-community search instead of the traditional PDF-based search used by many organizations.
The path to community-based content delivery requires internal company support. In the preliminary stages, Kevin and Andrea got internal buy-in from their documentation, support, marketing and product departments. These different departments agreed on how product documentation spaces should look across the board.
Then, Kevin and Andrea searched for the right platform to execute their vision. They chose and implemented Zoomin for Jive which allows them to automate the delivery of their topic-based documentation to their community, making it accessible to their customers and their support teams.
In her demo at JiveWorld, Andrea presented how easy it is to publish content to Jive: within seconds, on stage, she was able to publish hundreds of documentation topics to the community right from her own authoring environment. The result: the uploaded RSA content was now available as discrete, high-fidelity documents in Jive, grouped together through a user-friendly, dynamically generated table of contents linked by breadcrumbs and navigational links. As a result, when an RSA customer performs a Google search today the top results list the correct topic in the community, moving customers from a world of documents to a world of intuitive answers and dramatically reducing the customer effort required to get to the right answer.
Kevin and Andrea discussed and shared some of the benefits they’re witnessing. On the process side, Kevin noted that the team has cut the typical cycle of documentation fixes from 3-5 days to a few hours. The RSA team now receives immediate feedback from community viewers and can publish independently and directly to Jive, responding to support and customer feedback and releasing updated documentation almost immediately. Kevin described a case where a European RSA pre-sales engineer sent a comment about a mistake he found in a certain piece of content in Jive. “He sent that comment before he went to sleep, and when he got up in the morning there was already updated documentation in place waiting for him,” Kevin stated proudly.
In addition, the move to a single place where customers and support teams can interact with product information has resulted in increased content searchability and an improved user experience. And now that content is presented in granular topics instead of in a single PDF, the RSA team can also access meaningful and instantly available analytics regarding which piece of information is in high demand and which content nobody is viewing. This allows an intelligent and data-based reallocation of resources by the RSA technical publications team.
Finally, the support team now has better access to documentation. This has led to the introduction of a new process through which, before compilation of a new knowledgebase article, support specialists must first search for relevant existing documentation to make sure they’re not duplicating work that has already been done.
Future plans for RSA include expansion of analytics usage and publishing even more of their documentation in the community. The RSA team is also converting their in-product help from offline help installed within the application to modern context-sensitive help which directs a user to the correct topic in the RSA community. With A/B testing and usability testing, RSA seeks to further improve customer experience and make the RSA community the “go-to” place for documentation, increasing customer traffic and engagement, promoting product-centric collaborative discussions and reducing the number of support cases by deflecting tickets before they’re opened.