Using Self-Service to Drive Customer Experience

Using Self-Service to Drive Customer Experience

A disruptive new approach to customer experience that’s content driven

It’s usually fueled by the “Success” team

Clever dinosaurs and most unicorns are already disrupting their markets with this

Rewind For a Moment

The Path to “Success” – You know, Kicking Ass!

Kicking Ass Threshold

Skill

Time

Newbie

Meh

Suck Threshold

Newbie

Kicking Ass Threshold

Suck Threshold

Skill

Time

Newbs to Ninjas – You know, “Success”!

BRAND PROMOTER

Newbie

Kicking Ass Threshold

Suck Threshold

Skill

Time

Newbs to Ninjas – You know, “Success”!

Self-Service Customer Experience?

Turning cost-center product help and support content into an engagement channel that creates product experts while also improving marketing, sales and support.

This stuff is still pre-Internet files and pre-mobile systems.

Content is KingSALES & MARKETING

Content has been leveraged effectively in sales and marketing for driving customer engagement and successful outcomes

AUDIENCE TOOLS & STRATEGIES OUTCOME

TARGET CUSTOMERS CONTENT, CONTENT, CONTENT

Conversions

WE SOLD THEM. YAY!

Stuck in the Stone AgeCUSTOMER SUCCESS

Enterprise service and support strategies are still largely high-touch, high-cost and resource-intensive… and often disappoint

AUDIENCE TOOLS & STRATEGIES OUTCOME

The subscription model is infecting all industries

Requires an emphasis on customer success (experts)

How do you scale the high touch experience?

Create meaningful connection and understanding

The Subscription Economy

Customers and Businesses Prefer Self-ServiceAssisted channels are now the least preferred.

Customers prefer self-service.

Don’t you?

OOH! Add a search box! We can index i t al l !

Where do they go first? It’s not your website….

So, we email or call.

*#$%!

Assisted Support Creates Disloyalty

Customers Requiring Agent Interaction

4 times more likely to leave disloyal than loyal

Harvard Business Review July 2010 & CEB 2013

More Loyal

Less Loyal

1.00x

3.97x

A CEB study of more than 1,400 customers across all industries revealed:

57% of a typical purchase decision is madebefore a customer even talks to a supplier.

Customer Due Diligence Begins Customer’s First Contact

With SupplierCustomer Purchase

Decision

It’s NOT Only for Customers; Buyers Care too

94%

of buyers self-educate online

Self-Service Profoundly Impacts Buyer Education

Accenture® 2014 State of Procurement Study

of buyers rely principally on search

enginesto find this content

92%94%

of buyers self-educate online

Self-Service Profoundly Impacts Buyer Education

Accenture® 2014 State of Procurement Study

of buyers rely principally on search

enginesto find this content

of buyers will not engagevendors that don’t supply docs & post-sale content

92% 72%94%

of buyers self-educate online

Self-Service Profoundly Impacts Buyer Education

Accenture® 2014 State of Procurement Study

• MindTouch saw a 900% increase mobile traffic in 2015

• Google reported in 2015: “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”

Can we add a search box now?

It wi l l feel good. Like that community thing.

Downloading…

Why is th is so broken?

Companies bui ld departmenta l f ie fdoms.

An Employee FIRST Approach Gives Us This Experience

We’ve already paid for the docs, KBs, FAQs and

training materials.

But they only serve the employees…

Take A CUSTOMER First Approach: The Success Center

COMMERCECONTEXTUAL AND

IN-PRODUCT

SUPPORT CHANNELS

BUYER AND CUSTOMER INTELLIGENCE GOOGLE SEARCH (SEO)

SALES CUSTOMER RELATIONSHIP MANAGEMENT

(Self-Service)Success Center

Content becomes the central nervous system

of the buyer and customer experience

Maybe we can cal l i t…a “web”.

Enhanced SEOSEARCH-OPTIMIZED CONTENT ASSESTS

• YUUUGE SEO Improvements

• 2x – 3x increased www traffic

• 60% of traffic buyers

• Own your brand on search

Improve Marketing, Sales and Product Strategy CONNECT WITH AND UNDERSTAND YOUR BUYERS AND CUSTOMERS BETTER

• Recommend precise content maps for buyers and customers

• Inform Sales Channels, Improve Sales Execution

• Identify Gaps and Inform Content Strategy

Streamlined Onboarding Processes

• Low-Touch Onboarding

• Self-Service Training

• Ongoing Education

• Increased Ticket Deflection

In-Product Contextual HelpRELEVANT, TIMELY INFORMATION

• Increased Engagement

• Improved Stickiness

• Intuitive Help Content

• Persistent Customer Sat

AND…Improve Customer Success OutcomesPRECISE CONTENT MAPS THAT DRIVE RENWEAL AND UPSELLS

• Report on industry, persona, stages

• Know the precise content that drives account success, renewal and upsell

All from the content you’re already creating.

Content you’re already creating…

But think about dif ferently.