We had a discussion last week about a potential partnership that involves Cherryleaf’s courseware (and our trainers). It prompted us to take stock of the all courseware we can offer today. Below are some of the items on the list:
Just to let you know our next Trends in Technical Communication Course – Advanced Technical Writing Techniques course will be held on Wednesday 29th April 2015, near The Science Museum in central London.
Accessibility is in the news again:
“Advocates for the deaf on Thursday filed federal lawsuits against Harvard and M.I.T., saying both universities violated antidiscrimination laws by failing to provide closed captioning in their online lectures, courses, podcasts and other educational materials.”
“Much of Harvard’s online content is either not captioned or is inaccurately or unintelligibly captioned, making it inaccessible for individuals who are deaf or hard of hearing, the complaint said, echoing language used in the M.I.T. complaint. Just as buildings without ramps bar people who use wheelchairs, online content without captions excludes individuals who are deaf or hard of hearing.”
“I’m also hopeful that Accessibility is the next big project to tackle for the engineering team. A 2.0 release, if you will. But more than anything, I am dismayed. I am dismayed that Accessibility was treated not even as a mere afterthought, but as something worth sacrificing completely for the sake of flashiness.”
- #WhatIBlewMyA11yBudgetOn hashtag
“Website owners, audio and video producers, event organizers, those considering careers in captioning and interpreting, and anyone interested in improving communication and information access will find this book useful and enlightening. It dispels common myths about deaf and hard-of-hearing people, describes my personal experiences with deafness, and shares some examples of quality captioning for various types of aural information that can be enjoyed by anyone, regardless of hearing abilities.”
Many organisations have made their websites accessible, but there’s many (us included) that need to add subtitles (known as closed captions in the USA) to all the videos they publish.
Hopefully, the case for accessibility will continue to pervade over the desire to use the latest flashy, inaccessible, technology.
I attended the Customers as Advocates conference yesterday, at the invitation of the hosts Strand Writing and Design. Strand is a copywriting company, and their conference focused on the challenges of creating relationships with customers that will lead onto them providing customer references and case studies.
Although the conference was focused on case studies and advocacy, I was struck by the implications for the user assistance and technical content that organisations produce.
Below are my summaries of two of the presentations.
Ian Williams – Customer Experience and the disappearing sales process
Ian Williams, of Jericho Consulting, looked at what he called “the disappearing sales process”. He quoted research from Google, IDG and Forrester showing how important content and customer recommendations are in the buying process today:
- 57-70% of the buying journey is complete before a potential customer looks at marketing content or engages with anyone in the sales team (source: CEB/Google).
- 21% of buying cycle is spent by business buyers in conversations with peers and colleagues (source: IDG).
- 56% of the buying cycles is spent by business buyers searching for and engaging with content (source: IDG).
He also stated that Customer Experience, and an organisation’s brand, is about “keeping your promise” – that the customer’s expectations must be matched by what they actually get.
Implications for technical communication
This is more evidence that the content Technical Authors create (user guides, FAQs, Help, getting started guides, troubleshooting information etc.) can be an important factor in the buying process. Prospects will do their research, and they seek out trustworthy content about a product.
It also highlights the importance of a consistent message and experience throughout the customer journey. The “promise” must be consistent in the marketing and the user assistance. You also need to deliver on that promise; poor quality post-sales content just won’t do any more.
Mark Gallagher – How Formula 1 will affect your business
Mark Gallagher has been a senior F1 executive of over 20 years. He talked about how the business of Formula 1 is changing, and how those developments are likely to affect the wider business world.
He explained that the Formula 1 constructors were now the world’s experts in capturing data, analysing data, and providing information on performance improvement to the end user. Constructors, such as McLaren, were now applying this expertise to a wide range of industry sectors.
Mark predicted that this expertise could be applied to the “Internet of Things”, where devices capture data and provide advice and information to the end user.
IMPLICATIONS FOR TECHNICAL COMMUNICATION
If these capabilities were applied to mainstream software, perhaps we could see applications such as Word and Excel capturing data on how you use the software, and then providing advice on how you could have completed that task in a better way.
In fact, some applications are providing this type of feedback already. Here’s a screenshot from an Android app called Steno Keyboard. It analyses your keystrokes and tells you if there was a better way:
The type of development would change user documentation into performance support, and move more of the user content into the application itself.
This post represents just a few notes from the conference. It’s clear that content, in all its forms, is becoming a key factor in the buying cycle. User Assistance is not just for customers, it’s for prospective customers as well.
Here’s the latest Interview, with John McNamara of IBM, on what it’s like to be a technical communicator:
Here’s our Interview with Diana Logan MISTC of Citrix Systems, on what it’s like to be a technical communicator.
Cherryleaf’s Trends in Technical Communication Course – Advanced Technical Writing Techniques will be held on 27th February 2015.
If you want to discover new approaches to technical writing, this one-day, hands-on advanced workshop is right for you.
You’ll find out how Technical Authors in leading companies are now applying techniques from other disciplines (such as psychology, copywriting, usability and elearning) into the information they create.
The course has been designed to be independent of any particular authoring tool, and to work in both a structured and unstructured authoring environment.
For the ISTC’s YouTube Channel, Ellis Pratt (Cherryleaf) is interviewing a number of technical communicators.
Here is Adrian Warman (IBM Cloudant):
Here is Brian Harris (Red Gate Software):
There’ll be more interviews in the coming weeks.