content is their throne customer is king and case study · sales process customer onboarding...
TRANSCRIPT
©2018 Gainsight. All Rights Reserved.
CASE STUDYCustomer Is King and
Content Is Their ThroneShelly Berkowitz
ZuoraAaron Fulkerson
MindTouch
©2018 Gainsight. All Rights Reserved.
©2018 Gainsight. All Rights Reserved.
SPEAKER DETAILS
AARON FULKERSON
● Co-Founder and CEO, MindTouch
● Self-service customer success software
● Serving millions daily across high tech, manufacturing,
service, and travel industries
SHELLY BERKOWITZ
● Senior Director, Zuora University
● Subscription management technology
● Zuora supports over 1000 customers worldwide
including Dell, Vivint, Schneider Electric, Box, The
Financial Times, and General Motors
@MindTouch #Pulse2018
96% of customers who have a high-effort
customer experience will become disloyal
96% of customers who have a high-effort
customer experience will become disloyal
©2018 Gainsight. All Rights Reserved.
@MindTouch #Pulse2018
79% of customers would rather use self-service
than a human assisted support channel
79% of customers would rather use self-service
than a human assisted support channel
©2018 Gainsight. All Rights Reserved.
Forrester
@MindTouch #Pulse2018
75% of companies have had Customer Success
for 0-3 years
75% of companies have had Customer Success
for 0-3 years
©2018 Gainsight. All Rights Reserved.
@MindTouch #Pulse2018
60% of professionals have been in Customer
Success for 0-3 years
60% of professionals have been in Customer
Success for 0-3 years
©2018 Gainsight. All Rights Reserved.
SCALABLE CUSTOMER SUCCESS
STARTS WITH CONTENT
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
SCALABLE CUSTOMER SUCCESS
STARTS WITH CONTENT
@MindTouch #Pulse2018
THE TYPICAL CUSTOMER EXPERIENCE TODAY
THE TYPICAL CUSTOMER EXPERIENCE TODAY
©2018 Gainsight. All Rights Reserved.
HIDDEN AWAY
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
DISORGANIZED CHAOS
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
@MindTouch #Pulse2018
SCALING REQUIRES:CUSTOMER FOCUSED
CONTENT EXPERIENCE
SCALING REQUIRES: CUSTOMER FOCUSED
CONTENT EXPERIENCE
©2018 Gainsight. All Rights Reserved.
Whether you’re onboarding and supporting the success of
1. Customers
2. CSMs
3. Buyers
YOU’VE GOT TO USE CONTENT (and automation)
TO SCALE EFFORTS
Bottom Line
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
Challenge
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
The Challenge
● Complex technical products
● Customer on-boarding
● Hyper-growth customer base
● Fast growing team@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
So our customer success remit is broad, and fueled by content....
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
A modern approach to self-service was
required
A modern approach to self-service was
required
Sales process
Customer onboarding
Implementation Go live
The Role of Content from Discovery to Go Live
zuora.com for thought
leadership, case studies & best
practices material
Knowledge Center for detailed product
information & Developer Center for APIs tutorials,
sample libraries
Community to engage with other
users
Zuora University training and onboarding
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
Community to stay connected to other users,
learn the latest news, share product feedback
Knowledge Center & Developer Center for
continued reference and just-in-time answers
Zuora University for product training and
certification
The Ongoing Role of Content Post Go Live
zuora.com for business-level guidance
through case studies & best practices guides
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
Outcome Outcome
©2018 Gainsight. All Rights Reserved. @MindTouch #Pulse2018
> > >98% of transformation projects are multi- phased transformational implementations (vs POCs)
>30% increase
in customers with
<1% increase in Support tickets
<2% of customers who engaged success content churn
38% ticket deflection
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
©2018 Gainsight. All Rights Reserved. @MindTouch #Pulse2018
Since 2015:
79%Traffic from organic
(Google) search
“The Zuora Success Center is our 24x7 Sales Engineer that accelerates our Sales Cycle”
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
“Before self-service, 37% of prospects required a trial or
POC before becoming a customer, now it’s less 2%.”
©2018 Gainsight. All Rights Reserved. @MindTouch #Pulse2018
A Battle Tested Approach
A Battle Tested Approach
©2018 Gainsight. All Rights Reserved. @MindTouch #Pulse2018
ROCK STARS LIKE THESE
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
ROCK STARS LIKE THESE
96% RENEWAL RATES SINCE WE
LAUNCHED THIS MODEL
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
96% RENEWAL RATES SINCE WE
LAUNCHED THIS MODEL
Negative Churn
@MindTouch #Pulse2018©2018 Gainsight. All Rights Reserved.
Negative Churn
@MindTouch #Pulse2018
SCALING REQUIRES:CUSTOMER FOCUSED
CONTENT EXPERIENCE
SCALING REQUIRES: CUSTOMER FOCUSED
CONTENT EXPERIENCE
©2018 Gainsight. All Rights Reserved.
©2018 Gainsight. All Rights Reserved. @MindTouch #Pulse2018
Requires Making Sense of This:
Product• Product manuals
• User guides• In-product contextual help• Specifications• Release notes• Product announcements• Known issues• Product videos
• Technical sales sheets & marketing• Competitive differences• Reference materials
Training• Training materials
• Best practices• How-tos• Tutorials• Videos• Customer configurations• Implementation documentation• Customer samples
• Workflows• Technical use cases
Support• Support tickets
• Closed cases• Knowledge base• Call center scripts
©2018 Gainsight. All Rights Reserved.
Maturity Model Stages
REACTIVE
@MindTouch #Pulse2018
©2018 Gainsight. All Rights Reserved.
Maturity Model Stages
EFFECTIVECustomer-focused content combined with capture and reuse
REACTIVE
@MindTouch #Pulse2018
©2018 Gainsight. All Rights Reserved.
Maturity Model Stages
EFFECTIVECustomer-focused content combined with capture and reuse
PROACTIVEExtend content across customer journey
REACTIVE
@MindTouch #Pulse2018
©2018 Gainsight. All Rights Reserved.
Maturity Model Stages
EFFECTIVECustomer-focused content combined with capture and reuse
PROACTIVEExtend content across customer journey
PREDICTIVEPredict customer behaviors and drive business outcomes
REACTIVE
@MindTouch #Pulse2018
©2018 Gainsight. All Rights Reserved.
THANK YOU
©2018 Gainsight. All Rights Reserved.
● What’s your content success map?
○ The precise concepts/topics that create
renewal/upsell or churn
● How do you create one?
○ Micro-content structure (topic based or atomic)
○ Web analytics and marketing automation
● Which Silos do you tap?
○ Knowledge base, training center, documentation
Step 1- Prep for Scale
@MindTouch #Pulse2018
©2018 Gainsight. All Rights Reserved.
Step 2 - Feed the Engine
● Who are your subject matter experts?
○ Product, Support, Success, Training, and
Technical Sales
● How do you make it effortless to capture and reuse
knowledge?
○ Knowledge Centered Service (KCS®)
or similar method adapted to constituent
@MindTouch #Pulse2018
©2018 Gainsight. All Rights Reserved.
Serving the Customer Journey
● Identify critical customer touchpoints
● Marketing automation, retargeter, web analytics(content paths, personas, conversions)
● Enhance eCommerce, CRM, websites, in-product, and support channels
Step 3 - Proactive
Renewal / Account Management
Marketing Channels
In-Product Help
Commerce
CRM & Sales Management
Support Agent Productivity
@MindTouch #Pulse2018
©2018 Gainsight. All Rights Reserved.
● Predictive success paths/maps
● Customer health score
● Customer marketing campaigns
● Retargeter campaigns
● Lead scoring
● Organic search (SEO)
● Product strategy (content path / performance)
Step 4 - Predictive
@MindTouch #Pulse2018