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Knowledge-Centered Self-ServiceGiving your customers the experience they expectby MindTouch
We aspire to the seamless transfer of knowledge, from the expert to the novice, on demand
MindTouch
We your customers
Successful Public Search Experiences to Branded Authoritative Content
Easy, Branded Website Experiences
Personalized Experience Relevant Content Access to authoritative content within
preferred channels
Rapid content creation with IA and content
templates
Permissioning Capabilities by site,
category, page, or section
Massive Scalability for multiple products, brands,
languages, and regions
Analytics to monitor content health
Plug & Play Integrations (Chat, Chatbots, Forums,
IoT, Agent)
Inside-Out Thinking
● Internal processes and tools
● Decisions are detrimental to the
customer experience
● Based on what we think customers need
● Team is most important
● Focus on change management
Outside-In Thinking
● Customer workflows and interactions
● Decisions improve the customer
experience
● Based on customer feedback or journey
● Customer is most important
● Focus on customer-centricity
New breed of
consumers expect to
get exactly what they
want—instantly &
effortlessly.
81% OF ALL CUSTOMERSattempt to take care of matters themselves before contacting a live representative
Harvard Business Review, “Kick-Ass Customer Service”
22% OF CONSUMERSdecreased their spending after a bad experience
What Happens After A Good Or Bad Experience, 2017
76% OF CONSUMERSexpect companies to understand their needs and expectations
Salesforce, State of the Connected Customer, 2018
82%
Self-Service
55%
OnlineCommunity
26%
Phone
8%
16%
ChatSupport
20%
WHAT INDUSTRY USERS WANT
WHERE WE HAVE CAPABILITY
Required:
Shift in Delivery of Support
Via ServiceNow
Value Erosion
CustomerExpectations
What your customers expect
Knowledge when and how they need it
Content personalized to them and relevant to
their needs
Google or Google-like search experience
Knowledge when and how they need it
Go to where your customers are
If you don’t meet their expectations, they’ll find someone else who will.
Embed content where users interact most
EMBED KNOWLEDGEwithin your marketing site so that users can get help even when they don’t access your support site
PROVIDE HELPwithin your case form to assist as a last chance to deflect tickets
Ticket Deflection in Case Form
Authoritative Content in Community
BRING KNOWLEDGEwithin your community so that users can find authoritative content when searching for answers.
Mobile Responsive
PROVIDE HELP ANYWHEREwith a knowledge experience they can access from mobile devices
Personalized to them and relevant to their needs
Intent
Break/Fix
Defined Objective
Comprehensive
Persona: customers with
problems, agents serving
customers with problems
Urgency: HIGH
Benefit: resolution, efficiency
and cost reduction
Persona: customers with a
defined objective, field service
personnel (set-up, getting
started, back-up)
Urgency: MODERATE
Benefit: product adoption
Persona: super users, partners,
experts, influencers, buyers
Urgency: Low
Benefit: adoption and influence
Flat Structure (Find)
● Easy to create
● No context of relation between articles● Difficult to navigate through content
Hierarchical Structure (Discover)
● Easy to consume
● Context of relationship between articles● Easier to navigate● Improved SEO
Discoverability vs Findability
Intuitive Content Experience
Content structured in a way that helps users predict where they will find what they need:
● Semantics● Site structure● Article Structure
I need content related to type of content.
Chunking
“Run-On” Content
● Difficult to scan● Takes longer to read● Increases time to resolution
“Chunked” Content
● Easy to scan● Can find answer faster quickly● Improves time to resolution
Google-like search experience
90% OF ALL SEARCHbegins with Google
SparkToro
©2018 Google LLC, used with permission. Google and the Google logo are registered trademarks of Google LLC.
Structured Content: How-To (Search Results)
Structured Content: FAQ (Search Results)
Appropriate Content is not Gated
Results
93 Google featured snippets
Site Metrics: Page View Acquisition
● Organic Traffic○ MindTouch is working on your
behalf! ○ This is a testament to you site
structure and IA recommended by MindTouch
● Referral Links○ About a quarter of your visitors
are being trafficked from other site properties
○ Where else are MindTouch hardcoded links living?
● Direct Links○ This infers specific pages of your
MindTouch site are being, bookmarked, referenced, etc.
Takeaways
Date Range: April 2018 - April 2019
66%
increase in tickets deflected
55% decrease in support escalation
31%
decrease in MTTR
21%
increase in KCS solved cases
25%
reduction in tickets
6600 calls per year deflected with a cost savings of over 700k
● Presents information that aligns with the
customer intent
● Delivers an intuitive experience in a way
that helps customers find what they need
● Makes knowledge accessible across the
customer journey
Robust Self-Service Experience
