Defrag Conference 2015: From Dinosaurs to Unicorns; A New Kind of Customer Engagement
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Transcript of Defrag Conference 2015: From Dinosaurs to Unicorns; A New Kind of Customer Engagement
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From Dinosaurs to Unicorns: A New Kind of Customer Engagement
Hi, I ’m Aaron with
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A new kind of customer engagement that’s content driven
Clever dinosaurs and most unicorns are employing this to disrupting their markets
Here’s Our Discussion
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How Did We Discover This Opportunity?
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Then We Built An Open Source Project.
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The Path to Expert
Skill
Time
Newbie
Meh
Kicking Ass Threshold
Suck Threshold
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Getting to the “Kick Ass” Threshold
Kicking Ass Threshold
Skill
Time
Newbie
Meh
About where most quit Suck Threshold
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Accelerating Newbs to Ninjas
Skill
Time
Ninja
Newbie
Kicking Ass Threshold
Suck Threshold
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Visual Example of Ninja
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This was a shameless r ip-off of Kathy Sierra (who is super awesome).
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Macro Trends
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Revolution and Evolution
Pre-Industrial RevolutionNo separation between customer and craftsman
Industrial RevolutionAdvent of the distribution network
Return to the CraftsmanFaster production cycles and direct connection to SME’s/craftsmen
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Mid-market companies use on average between 300-400 cloud apps
The subscription model is infecting all industries
Requires an emphasis on customer success (experts)
Create meaningful connection and understanding
The Subscription Economy
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Mobile (duh)
Buyers. Customers. Field Service.
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Internet of Things and M2M
IoT will make the mobile wave look like AOL
Microservice based microcontent and context is required
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Interesting Numbers
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Preference and Growth of Customer Service Channels
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Preference and Growth of Customer Service Channels
71% in 2013 Study by Forrester
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Online Self Service Is Now The MOST Prefferred Channel
76% in 2015 Study by Forrester
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A CEB study of more than 1,400 B2B customers across many industries revealed that:
57% of a typical purchase decision is made before a customer even talks to a supplier.
2005: 30% of buyers report educating online before buying
2013: 80% of buyers report educating online before buying
$Customer Due Diligence Begins Customer’s First Contact
With SupplierCustomer Purchase
Decision
57%
Self-Service Impacts Buyers
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94% of buyers self-educate online
72% of buyers will not engage vendors that don’t supply docs and post-sale content
92% of buyers rely principally on search engines to find this content.
More Numbers, More Numbers…
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Relevant Content Is pre-Internet blogs and in pre-mobile tech.
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So, we phone the call center
or submit a ticket
$!(*@
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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
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Companies build manageable fiefdoms and busy themselves
optimizing their machines.
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Content is Inside-Out: Serving Internal Departments
Product Stages Departments Content Types
Create & Package
Market
Execute
Train
Support
Renew / Sell
Sell
• Engineering• Product management• Subject Matter Experts• Technical Communication
• Product manuals• In-product contextual
help• Editorials– best
practices• Product management• Product marketing
• Sales engineer• Technical sales reps
• Client services• Partners• Integrators
• Customer success• Subject matter experts• eLearning• Training
• Customer support
• Account management
• Product technical videos• Technical sales sheets and marketing• Competitive differentiators• Samples created during sales cycle to validate
product• Customer configurations• Workflows and technical use cases
• Specifications
• Release notes
• Known issues
• Implementation documentation• Partner information • Customer configurations and samples
• Training materials• Best practices• How-tos and tutorials
• Closed cases• Knowledge base • Customer Insights – product usage and customer
value• Same as Sell and Implement phases
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These machines are
great at eating cash.
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We’ve already paid for the docs, KBs, FAQs and
training materials.
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Empathize with the buyer and customerCentralize
Microservices serving behavior and microcontentGet fancy with machine learning
Lower effort for experts to contributeLayer across the customer journey
Lowers effort for buyer and customer to become experts Sift user events stream and tie to customer recordReport and Optimize
Going Outside-In
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This Is Outside-In Help Content
GOOGLE SEARCH (SEO)
SALES CUSTOMER RELATIONSHIP
MANAGEMENTONBOARDING / TRAINING
/IMPLEMENTATIONIN-PRODUCT CONTEXTUAL
HELP
SUPPORT CHANNELS
ACCOUNT MANAGEMENT/RENEWAL
SUCCESSCENTER
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Buyer Self-Education.Customer Self-Service.
Agent Enablement.Field Service / Distribution Network.
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Content becomes the nervous system of your buyer and customer
channels.
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• Content maps by industry, persona and stages• Geographic, demographic and pyschographic data related to products
and features
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We just converted three+ cost centers
Into a revenue generation engine.
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Self-service, Agent Enablement and Field Service that Generates Revenue
• 76% of customers prefer self-service• 60-90% increase in deflection• +10 - +20 Net Promoter Score
• 94% of buyers educate online• 2x-3x increase in web traffic • Understand buyer geographics and demographics
• Complete customer 360• Industry, persona and stage based content maps
• Improve sales conversion • The always on sales engineer
• Users into experts and promoters• Increases up-sell by 10%+
Convert Help Content Into Customer Engagement
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3 Pillars of Customer Engagement Management
One to One
Large Enterprise
Small-Medium Enterprise
Small-Medium Enterprise
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3 Pillars of Customer Engagement Management
One to One
Large Enterprise
Small-Medium Enterprise
Small-Medium Enterprise
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3 Pillars of Customer Engagement Management
One to One
Large Enterprise
Small-Medium Enterprise
Small-Medium Enterprise
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3 Pillars of Customer Engagement Management
One to One
Large Enterprise
Small-Medium Enterprise
Small-Medium Enterprise
Many to Many
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3 Pillars of Customer Engagement Management
One to One
Large Enterprise
Small-Medium Enterprise
Small-Medium Business
Many to Many One to Many
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3 Pillars of Customer Engagement Management
One to One
Large Enterprise
Small-Medium Enterprise
Small-Medium Business
Many to Many One to Many
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Helping leading brands disrupt their industries since 2008.
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