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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.