Customer Success Summit 2016 Breakout Session Presented by: Aaron Fulkerson, CEO and Co-Founder, Mindtouch

1. Using Self-Service to Drive
Customer Experience

3. 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

4. Rewind For a Moment

5. The Path to “Success” – You know, Kicking Ass!
Kicking Ass Threshold
Skill
Time
Newbie
Meh
Suck Threshold

6. Newbie
Kicking Ass Threshold
Suck Threshold
Skill
Time
Newbs to Ninjas – You know, “Success”!

7. BRAND PROMOTER
Newbie
Kicking Ass Threshold
Suck Threshold
Skill
Time
Newbs to Ninjas – You know, “Success”!

8. 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.

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

10. Content is King
SALES & 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!

11. Stuck in the Stone Age
CUSTOMER SUCCESS
Enterprise service and support strategies are still largely high-touch, high-cost and resource-intensive… and often disappoint
AUDIENCE TOOLS & STRATEGIES OUTCOME

13. 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

14. Customers and Businesses Prefer Self-Service
Assisted channels are now the least preferred.
Customers prefer
self-service.
Don’t you?

15. OOH! Add a search box! We can index it all!

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

18. So, we email or call.
*#$%!

19. 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

20. A CEB study of more than 1,400 customers across all industries revealed:
57% of a typical purchase decision is made
before a customer even talks to a supplier.
Customer Due Diligence Be
gins
Customer’s First Contact
With Supplier
Customer Purchase
Decision
It’s NOT Only for Customers; Buyers Care too

21. 94%
of buyers
self-educate online
Self-Service Profoundly Impacts Buyer Education
Accenture® 2014 State of
Procurement Study

22. of buyers rely
principally on search
engines
to find this content
92%94%
of buyers
self-educate online
Self-Service Profoundly Impacts Buyer Education
Accenture® 2014 State of
Procurement Study

23. of buyers rely
principally on search
engines
to find this content
of buyers will not engage
vendors 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

24. • 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 includ
ing the US and Japan.”

25. Can we add a search box now?
It will feel good. Like that community thing.

26. Downloading…

27. Why is this so broken?
Companies build departmental fiefdoms.

28. An Employee FIRST Approach Gives Us This Experience

29. We’ve already paid for the
docs, KBs, FAQs and
training materials.

30. But they only serve the employees…

31. Take A CUSTOMER First Approach: The Success Center
COMMERCE
CONTEXTUAL AND
IN-PRODUCT
SUPPORT CHANNELS
BUYER AND CUSTOMER
INTELLIGENCE GOOGLE SEARCH (SEO)
SALES CUSTOMER
RELATIONSHIP
MANAGEMENT
(Self-Service)
Success Center

32. Content becomes the central nervous system
of the buyer and customer experience

33. Maybe we can call it…a “web”.

34. Enhanced SEO
SEARCH-OPTIMIZED CONTENT ASSESTS
• YUUUGE SEO
Improvements
• 2x – 3x increased www
traffic
• 60% of traffic buyers
• Own your brand on search

35. 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

36. Streamlined Onboarding Processes
• Low-Touch Onboarding
• Self-Service Training
• Ongoing Education
• Increased Ticket
Deflection

37. In-Product Contextual Help
RELEVANT, TIMELY INFORMATION
• Increased Engagement
• Improved Stickiness
• Intuitive Help Content
• Persistent Customer Sat

38. AND…Improve Customer Success Outcomes
PRECISE CONTENT MAPS THAT DRIVE RENWEAL AND UPSELLS
• Report on industry,
persona, stages
• Know the precise content
that drives account
success, renewal and
upsell

39. All from the content you’re
already creating.

40. Content you’re already creating…
But think about differently.