how to fuel your brand, drive demand, and improve customer experience
TRANSCRIPT
The Future Of B2B E-Commerce: Everything-As-A-Service
Featuring Aaron Fulkerson, the CEO of MindTouch, andKamal Ahluwalia, the Web Manager, Knowledge & Learning of Avalara
An Influencer Webinar
2010 2011 2012 2013 2014 2015 2016
A N E W C AT E G O RY O F C U S TO M E R E N G A G E M E N T S O F T WA R E
MindTouch launches cloud product and wins first customers.
Zendesk partners with MindTouch; first 75 customers milestone.
SAP partners with MindTouch. Builds SAP integration. Launches first 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 requests 1.3 Billion monthly events
About MindTouch
Meet
About Knack Systems
18+ years of established credentials 4 delivery centers globally300+ Consultants
Delivering digital transformation in:
➢ Sales
➢ Service
➢ Commerce
➢ Marketing
Our Focus
Hybris Customer Engagement and Commerce ➢ Hybris Cloud for Customer
➢ Hybris Commerce
➢ Hybris Marketing
Competencies
➢ SAP ECC/ ERP, SAP CRM, Hybris, TPM, BI, SCM, Cloud for Customer, Mobility, HANA And Various RDS
Today’s Webinar Agenda
The focus will be on how to turn the content your company is already creating - like user guides, manuals, best practices, how-to’s, and training information - into an online experience that will help drive revenue and provide a better customer engagement.
Legacy content creation processes
Legacy content creation processes Issues
Product ManualWarranty Information
Shipment
Poor Communication
Content is fragmented into different groups within an org
Lack of a streamlined customer journey
A bad buyer and customer experience=
Expectations around experience with a brand
No big manuals to read. No sales teams. Be able to research & find the content that I need to make a buying decision.
Content is mobile and search engine friendly
Have a content strategy that fits w/ how Google positions content so that I can get the
right info when and where I need it.
Authoritative. Content possesses the level of detail that I require about how to use & succeed with the product.
Content is user-friendly and broken down into bite-sized micro-contents
that are easy to consume.
THE ENT IRE CUSTOMER JOURNEY
IN PRODUCT/ CONTEXTUAL HELP
SUPPORT CHANNELS BUYER & CUSTOMER INTELLIGENCE
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
Smart Content Should Be Available Throughout
of consumers, using their mobile for
in-store research, look for
informationon 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 & CUSTOMER INTELLIGENCE
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
I T I S THE BR IDGE THAT CONNECTS AN ORG W ITH THE IR CUSTOMER
Content Is Essential To Customer Experience
Knack Systems Case Study
Global Consumer Goods Company: Decades in the market. Sells product through a network of big box retailers, small local retail stores, and distributors. Takes the traditional route of marketing, via advertising.
The Need: Due to changes in customer behavior, the company wanted to understand how to better connect & engage with their customers along their entire e-commerce journey.
The Solution:Broke down dense PDFs and product guides into bite-sized pieces of “smart,” SEO & mobile friendly, micro-content. Optimized these pieces of micro-content for Google Search to enable a streamlined self-service, e-commerce experience for buyers & customers, while increasing brand visibility. Empowered agents (sales & support) to provide customers with the best micro-content, at the right time.
MindTouch Case Study
BONABona is a worldwide industry leader in hardwood floor care that is safe for floors, families and the environment.
Initial Need:Self-service, support, and customer experience. After a customer has purchased a product, how do you enable them to find the info they need?
The Solution (Plus Surprising Perks):Bona took and centralized all the post-sale, product content (ie. product documentation, training guides, etc) into a single site - then broke it down into micro-content - to help answer questions. Unexpected side effects: the micro-content in their help center started to rank very highly on Google. After customers self-served, they wanted to know how to solve the problem. So Bona linked all their help content back to their e-commerce experience to drive sales.
RESEARCH
TRACKORDER
SHOP &BUY
RECEIVEPACKAGE
MISSING ITEM
POST REVIEW
SETUPPHONE
MAKEPAYMENT
PHONEDAMAGE
JOINGROUPS
NETWORKISSUE
CHANGE ADDRESS
RESTART SERVICE
VALIDATEUSE CASE
HOW TOVIDEO
SALES ENABLMENT
CONTENT
BESTPRACTICES
FORM FILL
TECHNICAL VALIDATION
BUY
DEVELOPUSE CASES
POST SALE
ONBOARD
ACCOUNT MANAGE
TRAIN
RENEWAL RISK
AGENT SUPPORT
RENEWAL
EDUCATE
TECHNICAL SALES
?AUTHORITATIVE
CONTENT
UPSELL
CROSS SELL
AUTHORITATIVECONTENT
AUTHORITATIVEBODY OFCONTENT
AWARENESS
BRANDEDSEARCH
UNBRANDEDSEARCH
RETAILSTORE
USER GUIDERESULTS
MQL
MARKETING CAMPAIGNS
eCOMMERCEKNOW USER
PROFILE DATA
John Doe
KNOW USERPROFILE DATA
John Doe CUSTOMER
PROFILE
FIELD SERVICE
SELF SERVICE
\ DEFECTION/
CHATBOT
CONTENT ENGAGEMENT JOURNEY
AUTHORITATIVECONTENT IoT/
CONNECTED DEVICE
Jesse Rubin
Senior VP Strategic Accounts & Partnerships
Contact Us
Sandeep Arora
Chief Executive Officer
+1 609-203-1117
@knacksystems
www.knacksystems.com
+1 858 395 7786
@mindtouch
www.mindtouch.com