Improving the Business Impact of Technical Writing and UX Writing

Improving Business Impact Technical WritingImproving business impact of technical writing and UX writing outlines how to increase the business value of two writing disciplines that directly affect customer experience.

Before diving into that, the backstory shares how I developed an unusual point of view while practicing service design and experiential social media—and how this led me to technical writing and UX writing.

Then the main event: I offer five ways organizations can substantially improve the business impact of technical writing and UX writing.

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Agile Digital Ethnography: Secondary Market Research That’s Quantitative and Qualitative

#agile #digital #ethnography: dynamic new secondary market research: mainAgile Digital Ethnography uses an ethnographic research approach to analyze people’s online interactions. It creates a dynamic new market research capability that’s useful by itself and even more when used with surveys, focus groups, field work, and other primary research.

I have learned that Agile Digital Ethnography provides a unique combination of research results. I have used it on client engagements since 2006. Like primary research, it reveals people’s behavior, thoughts, emotions, and motivations in rich detail; however, because it’s secondary research, it’s faster and less costly than most other methods. It’s very useful when it’s conducted before primary research since its results can inform the design of primary research instruments.

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Converging Trends and Technologies Enabling the Police State

Technologies Enabling the Police StateTechnologies Enabling the Police State describes the inevitability of pervasive surveillance, how it’s developing, and how we can act now to maintain the maximum degree of freedom. This is Part1 of a series on autonomy in the digital age. Personal and Collective Actions to Maintain Autonomy (Part2) is a how-to post, while Police State Scenarios (Part3) discusses ways that collective permanent loss of autonomy could unfold.

Despite their grim titles, these posts are not intended as doomsday writings, and I don’t intend to say that I think a police state is being developed intentionally. My conclusion is rather that the technologies of mass control are developing rapidly, and the risk is significant that some group will seize control of them in the foreseeable future. I think you’ll find some of their points surprising, perhaps even breakthrough. Please let me know in comments!

I did not want to write this post, and I doubt that you want to read it; however, as I explain here, we’re at a pivotal point of human history. We are rapidly losing our […]

Ethnographic Research of Social Media for Social Media Initiatives

Ethnographic Research for Social Media Initiatives avatarEthnographic research for social media initiatives shows how ethnography can change the rules of social media programs in marketing, customer service, product development, recruiting and others. Ethnographic research enables teams to understand the people who are most important to your firm so they can relate to them at a completely different level. Moreover, interacting in digital public activates the network effect and the annuity effect, so it’s very scalable. Since your teams interact in digital public, where a far larger group of like people observes the interactions, they influence a large group of people and build relationships with them. People start trusting your firm, preferring your firm, and doing more business with you. See the Trust Business Chain Reaction and infographic for how it monetizes.

Ethnographic research for social media initiatives is a game-changer for customer experience and digital transformation programs in multiple phases. It’s faster, less costly, and scalable. It provides an unprecedented combination of qualitative and quantitative research.

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The Trust Business Chain Reaction: How Trust Monetizes

Trust Business Chain Reaction How Trust Monetizes avatarThe Trust-Business Chain Reaction How Trust Monetizes describes one of the most disruptive and untapped forces in business, for it shows how trust monetizes at scale. Firms that act on it first can create exceptional advantage for themselves since the reaction grows geometrically. Here is how the reaction works—and how experiential social media activates it.

The Trust-Business Chain Reaction significantly increases profit and other business results in a surprisingly simple human way. It directly addresses customer experience and employee engagement.

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The CMO Guide to Big Data and Analytics

CMO Guide to Big Data and AnalyticsThe CMO Guide to Big Data and Analytics shows how CMOs can use exploding digital social and transaction data from websites, enterprise systems, smartphones, tablets, cars, appliances, devices and the Internet of Things in surprising ways that have more to do with customer insight than technology.

The digital social world and modern cloud-based technologies have reinvented the practice of “analytics” so that it’s faster, cheaper and more open. I’ll paint a broad picture of this new world before referring you to other resources where you can drill down.

Big data is usually discussed from a big-ticket I.T. perspective, but new technology enables marketers to practice “lean data,” which starts small and proves/iterates hypotheses before scaling with large investments. The biggest barriers are knowledge and imagination, not technology.

Big data elevates opportunities for marketers because they can know their customers and serve them better based on their actions, not only what they say. Conversely, big data is increasing customers’ expectations for being treated as individuals, not “consumers.”

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CIO Guide to CDOs and Digital Transformation: How to Adapt and Thrive

CIO Guide to CDOs and Digital Transformation: How to Adapt and ThriveCIO Guide to CDOs and Digital Transformation summarizes a presentation I gave to TechLeaders Association, a Chicago-based CIO group. It will brief you on how digitally empowered B2C and B2B customers are forcing change on enterprises by demanding seamless interactions across digital and analog interfaces, the rise of the Chief Digital Officer and how CIOs can use this disruption to their advantage. Omni-channel will become the new normal in industries in which a leader provides the omni-channel experience and raises the bar. While explaining omni-channel, I asked the room how many had abandoned transactions with ecommerce or mobile sites because they were too difficult to use, and 40% raised their hands. When leaders field their omni-channel experiences, customers will reject laggards en masse. CIOs can use these developments to their advantage, and the CIO Guide to CDOs and Digital Transformation shows how.

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Why Probability Is the Key to Profit in the Digital Social Big-Data Age

10 Detailed Case Studies + Big Data & Analytics’ New Digital Divide + How to Think Like a Data Scientist Book Review: Numbers Rule Your World/Kaiser Fung

Why Probability Is the Key to Profit in the Digital Big-Data Age[UPDATED] Step inside a data scientist’s mind, and learn why probability is the key to profit and how it’s the key to understanding and using big data for better decision making. This fascinating and useful book clearly shows how people misunderstand probability and misuse statistics—and therefore big data—and how the knowledge gap leads to faulty models, thinking and decisions. New winners and losers are emerging in the digital social and big-data age. A new digital divide, people who think like data scientists and use probability to support decision making—and everyone else. The data science group will outperform, and Fung shows how creative, fun and useful data science is.

This book is a perfect twin to Duncan Watts’ Everything Is Obvious* Once You Know the Answer, which exposes how common sense pervades management decisions and failure. I shall refer to several specific connections between […]

Digital Transformation's Personal Issue: It's the Key to Customer Experience

Digital Transformation’s Personal Issue reveals personal treatment to be the key to breakthrough customer experience, and it shows how digital social spaces enable Chief Digital Officers to use personal treatment to create more profit. Before they arrive, though, they need to lead their organizations through the Personal Issue. Digital Transformation's Personal Issue

The Personal Issue refers to a perceived conflict between empowered customers and profit-starved companies. Digital social technologies are enabling customers to “re-personalize” business and society because their online interactions among themselves are personal, which is changing their expectations of all interactions.

However, businesses resist treating customers personally because they fear cost and inefficiency. They don’t understand the digital social economics of treating customers personally online, at scale.

Meanwhile, the missions of chief digital officers (CDOs) and chief customer officers (CCOs) are creating bold new “customer experience” and profits by using digital technologies to transform organizations, brands and businesses. They will fulfill their missions far more quickly and completely by using the key.

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The Future of the Retail Store in the Omni-Channel Age

The Future of the Retail Store in the Omni-Channel Age[UPDATED] The Future of the Retail Store in the Omni-Channel Age is third in CSRA’s retail & omni-channel series, and it is especially relevant to Chief Digital Officers, who orchestrate profound organization change using digital technologies and processes. It also offers rare opportunity to high-stakes CMOs. Part1 of The Future of the Retail Store outlines several aspects of market disruption that are affecting retailers as a group, albeit by varying degrees. Part2 features examples of “reimagining retail” for mobile, banking, grocery, hardware and apparel “stores.”

“Future” provides practical examples for the main thesis carried through the series: retailers can thrive by thinking beyond “the product” and its selection, assortment, pricing, etc., because these have a decreasing impact on revenue and profit. Digital social enables customers and retailers to focus on how customers create value with products and services, so when properly used, social is a strong profit driver, and profits are what retailers need to survive and thrive. As examples illustrate, retailers can go with the “showrooming” trend by enabling customers to imagine […]