lavacon 2014: customer success - focusing on customer needs not topics
DESCRIPTION
Today’s customers expect brands to support them throughout the entire ownership lifecycle and will jump ship (and churn) if it takes too much effort to become a product expert. Building a Customer Success strategy requires a collaboration across many departments in your organization and a new way of thinking about how you deliver content to your customers.TRANSCRIPT
Focusing on customer needs, not topics
Agenda
1. Relevant Trends and Research
2. Topics vs. Customer Needs
3. 7 ways to identify customer needs
4. Companies who invest in the customer experience
5. Q&A Session
Driving Shareholder Value
Customer service and customer effort with products or services were principal factors of CXI.
Source: October 2013 “Technology Management In The Age Of The Customer”
*
Customer Needs vs. Topics
Topics: Technical Documentation
Internally created
Customer Needs: Customer feedback
Self-ServiceSupport Agent EmpowermentCollaboration with all SME’s
Real Time UpdatesMulti-Channel
Cust
omer
Exp
erie
nce
Product Expert
Driving Shareholder Value
Customer service and customer effort with products or services were principal factors of CXI.
Source: October 2013 “Technology Management In The Age Of The Customer”
*
Preference and Growth of Customer Service Channels
Preference and Growth of Customer Service Channels
71% in 2013 Study by Forrester
Preference and Growth of Customer Service Channels
Estimating 80% + by 2020
Key Research Trends
70% of Buyers self educate online before buying
71% of Consumers prefer self-service channelSource: Forrester Research 2013
Customers Requiring Agent Interaction
4 times more likely to leave disloyal than loyalSource: Harvard Business Review July 2010
So what does this all mean?
• Customers expect a web based self help center.
• Customer involvement is critical to improving experience.
• Companies not investing in the customer experience will lose to the ones that do.
You can’t afford not to do it!
So how do you identify customer needs and
improve their experience?
7 Ways to identify customer needs to improve their experience
1. Search Behavior 2. Google Searches3. High Bounce Rate4. Calculate your content impact5. Low Article Rating6. Create a suggestion form in CEM7. Newsletter
1. Search Behavior
2. Google Searches
3. High Bounce Rate
A high bounce rate typically indicates users are stopping on this page and departing the site.
4. Calculate your content impact
Articles at the top of this list are performing poorly and should be rewritten
5. Low Article Rating
• Rating
• # of Votes
• Last Edited Date
• # of Page Views
• # of Edits
• # of Comments
6. Create a feedback form in your CEM software
7. Newsletter
Customer Success Newsletter• Informed• Builds Relationships• Provides an excellent channel for feedback• Improves Adoption and Communication
Companies Who Invest in the Customer Experience
1. Search Behavior ✔
2. Google Searches ✔
3. High Bounce Rate
4. Content Impact ✔
5. Low Article Rating ✔
6. Creating Suggestion Form ✔
7. Newsletter
Achieved 96% SatisfactionRating, Industry Leaders
Customer Experience
Support.code42.com
1. Search Behavior ✔
2. Google Searches ✔
3. High Bounce Rate
4. Content Impact
5. Low Article Rating ✔
6. Creating Suggestion Form ✔
7. Newsletter ✔
Created 4,500 articles in 6 weeks as a by product of
supporting clients
Help.avalara.com
1. Search Behavior ✔
2. Google Searches ✔
3. High Bounce Rate ✔
4. Content Impact ✔
5. Low Article Rating ✔
6. Creating Suggestion Form ✔
7. Newsletter ✔
15,000 customer visits/month
15% Hard Ticket Deflection
Tracking Demographic InfoSupport.remington.com
Q&A Session
Thank You!