Speakers

We have had direct feedback from customers indicating that they do not differentiate between types of information they get from our company, NetApp. In Information Engineering, we are of course keen to learn what customers like and don't like about our "documentation". But for most customers, it's just information that's either useful or not, that either addresses their needs at that moment or doesn't.

I detect impatience on the part of our customers -- which I'm completely sympathetic with, I feel it myself in products I buy -- who don't want to be burdened with having to understand our internal corporate organization to find and interpret the information they need.

While it's still important to us to learn how customers use our documentation products, this realization about customer experience is starting to have a very positive effect within NetApp. Rather than having an "integrated content strategy" developed theoretically and applied top-down, our customers are demanding it of us from the bottom up. Since our customers are now demanding something that we in Information Engineering have been advocating for years, we now have much more visibility as customer advocates.

« All Speaker Insights on this Question
« Speaker Detail Page