Tom Smith

» Product Marketeer, SDL

Presentation(s): The Good, the Bad and DITA: Implementing Single-sourcing, Reuse and Content Exchange with DITA at Nokia

Tom Smith is a Product Marketeer at SDL in the Structured Content Technologies division. He speaks 3 languages, holds a degree in French & Spanish Studies and Linguistics from the University of Southampton and has a background in international media and advertising. His passion for language ensures a focus on the content 'in between the tags' and its impact on technical communication, localization and customer experience.

Speaker Insight [What's this?]

What does "content agility" mean to you? Why does content need agility?

• Customer expectations, new technologies and the never-ending quest for the ‘perfect’ customer experience means that content is consumed in different ways, on different devices and in different languages. Some prefer to read content on the printed page, some want a video on their iPad, some want to interact with the content.

  Whatever the customer expectation is, organizations that create content need to adapt to that, which means their content needs to be agile and ready for the next wave of technologies and changing customer expectations.

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Why do you feel Congility 2011 is an event of which you want to be a part?

• Because its message is right on the money. Improving customer experience is what content should be about.

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What impact do you feel lack of integration has on customers (i.e., siloed internal processes, or inconsistent and fragmented published content)?

• Customer experience, customer experience, customer experience. Organizations need to nurture their customers from initial interest in their product or service, right through the interaction and buying process, through to post-purchase support and communication.

  Now that most consumers buy based on content and not touching products, organizations need content to flow, to be consistent, and to ensure the customer experience is the same whatever stage they are at in the purchase process.

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Anything else you want to tell us?

...or anything more about your talk, e.g., who will benefit from it, and what practical things they would learn to take back to their organisations?

• Hopefully they will come away better prepared to move to or move forward with DITA and a technology implication and understand how important it is to work closely with the technology vendor to ensure best practise and real results.

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