lavacon keynote 2016 - content as the customer experience
Post on 22-Jan-2018
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2010 2011 2012 2013 2014 2015 2016
A N E W C A T E G O R Y O F C U S T O M E R E N G A G E M E N T S O F T W A R E
MindTouch launches cloudproduct andwins first customers.
Zendesk partners with MindTouch; first 75 customers milestone.
SAP partners with MindTouch. Builds SAP integration. Launchesfirst shared customers.
New customer revenue grows by 212%. Customer renewals rates 96%.
Salesforce partners with MindTouch.
Salesforce Analytics Cloud Launch Partner.
Accenture partners with MindTouch.
Salesforce Community Cloud Launch Partner.
SAP Software Partner of the Year.
Customer renewal rates still at 96%.
6 Million daily requests1.3 Billion monthly events
PRE-INTERNET
One-to-one customer
relationships
C U S T O M E R E X P E R I E N C E S W E R E I N T E R - P E R S O N A L
PRE-INTERNET
Product Manuals,Marketing Brochures,
PDFs, FAQs,Knowledge Bases
One-to-one customer
relationships
PRE-MOBILE
W E S T A R T E D S E L L I N G O N L I N E
PRE-INTERNET
Product Manuals,Marketing Brochures,
PDFs, FAQs,Knowledge Bases
“Smart content” available everywhere along the customer journey in “micro-moments”
One-to-one customer
relationships
PRE-MOBILE TODAY
C O N T E N T I S N O W T H E C U S T O M E R E X P E R I E N C E
MICRO-MOMENTS
“Mobile has forever changed what we expect of brands. It's fractured the consumer journey into
hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape our
decisions and preferences.”
(Google)
CHATBOTS
“Conversational AI platforms (CAPs) will be the next big paradigm shift in information technology. ”
(Gartner)
VOICE
“20% of Google searches on Android in the U.S. are now done by voice and 25% of online searches on the
Windows taskbar are also done by voice.”
(Gartner)
Internet of Th ings
By 2025, the Internet of Things could generate more than $11 trillion a year in economic growth.
(McKinsey)
of buyers turn to search engines first when researching products.(CEB, HBR, Gartner)
of customers buy only from vendors that provide product Content online.(Acquity Group)
of customers would rather use self-service than a human assisted support Channel. (Forrester)33% said they would rather ”clean a toilet” than wait for Support.(Aspect CX Survey)
92%72%79%
Se l f -Serv ice i s the Undeniable and I r revers ib le Sh i f t
From 2,000 daily active users to 16,000 daily
active users, and 1:45 minutes on site to
11 minutes on site.
More than doubled website traffic in less than a year.
Generating more buyer and customer insight
than ever before.
In one year, increased buyer traffic by 8x.
Built insights that inform sales, marketing and
product.
Didn’t understand what the customer
wanted.
K-Mart
Taxis
Blockbuster
Newspapers/Magazines
Circuit City
Radio Shack
Blackberry
MySpace
Friendster
Orkut
Winning companies deliver a customer
experience that enables them to learn from and
understand their buyers and customers.
IN PRODUCT/CONTEXTUAL HELP
SUPPORT CHANNELS BUYER & CUSTOMERINTELLIGENCE
GOOGLE SEARCH/SEO SALES/CRM
M A R K E T I N G S A L E S S U C C E S S / S U P P O R T
COMMERCE
S M A R T C O N T E N T I S A V A I L A B L E T H R O U G H O U T T H E C U S T O M E R J O U R N E Y
I M P R O V E M A R K E T I N G , S A L E S A N D P R O D U C T S T R A T E G YConnect with and understand your buyers and customers better.
• Improve Marketing and Product Strategy
• Inform Sales Channels, Improve Sales Execution
• Identify Gaps and Inform Content Strategy
• Increased Retention and Upsell
of consumers, using their mobile for
in-store research, look for information
on features and functionality.
of sales people require product and support content to
assist during the sale.
of companies surveyed want to know the exact content maps that help them close deals and renew customers.
of buyers utilize an online source
when beginning product research, primarily through search engines.
75% 70% 74% 100%
IN PRODUCT/CONTEXTUAL HELP
SUPPORT CHANNELS BUYER & CUSTOMERINTELLIGENCE
GOOGLE SEARCH/SEO SALES/CRM
M A R K E T I N G S A L E S S U C C E S S / S U P P O R T
C O N T E N T I S N O W T H E C U S T O M E R E X P E R I E N C E
COMMERCE
S E R V I N G A L L I N D U S T R I E S A N D C A T E G O R I E SHigh tech, Manufacturing, Software, B2B and B2C
A N E W D I G I T A L E X P E R I E N C E T H A T D R I V E S E N G A G E M E N T W I T H M E A S U R A B L E V A L U E .
Make money and save costs; with stuff you’ve got lying around.
I M P A C T T O W E B T R A F F I C
• 38% increase in new customer revenue • 47% decrease in customer cost• 62% increase in renewal probability
I M P A C T T O T I M E O N S I T E
Data compiled with the express permission of MindTouch customers and use granted with commitment to anonymity.
T O O G O O D T O B E T R U E ? Our customers don’t think so…
Web Traffic
Increase
Time on Site
Increase
8x 20x
9x 6x
2x 10x
8x 5x
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