Partner Webinar: Irrevo 20141120

Brought to you by

Healthy Content Drives

Customer Success

Jason KaufmanPresident @Irrevo

Aaron FulkersonCEO & Founder @MindTouch

Business and Project Planning

Smarter Customers. Faster Sales.

Why is content quality important?

Net Promoter Score (NPS)

Benchmark measurement to calculate

forward new and renewal revenue.

Increase:

• Customer Retention

• Average Spend

• Customer Lifetime Value

7

Best Practice: Contact customers

who score anything other than a 1

at any point in their journey.

Customer effort score is the

amount of time and energy a

customer needs to exert in order

to accomplish a task.

Systematically Improve NPS with Customer Effort

Preference and Growth of Customer Service Channels


71% in 2013 Study by Forrester


Requires Quality Content

11

Effective Self-Service – Requires Quality Content

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: of buyers report educating online before

buying

2013: of buyers report educating online before

buying

Customer Due Diligence BeginsCustomer’s First Contact with S

upplierCustomer Purchase Decisi

on

Quality Content Impacts Buyers Too

Why do many companies struggle to

maintain quality content?

What does it mean to have “quality”

content?

CHANGE IS THE ONLY CONSTANT

• Team members: Agents, authors, experts,

managers, coaches, trainers, etc.

• Systems.

• Products and services.

• Market and customers.

The Challenge

IMPACTS OF CHANGE

• Content value, validity, and overall health suffers.

• Practices are not handed off appropriately.

• Guidelines are lost in the shuffle.

• New content is layered on top of old content, without revision.

• Content begins to fail; search relevancy declines.

• Customer satisfaction is impacted.

• Decreased awareness, participation and trust.

Change Management

PERCEPTIONThe software has failed.

REALITYYour content management program needs attention.

Change Management

Smarter Customers. Faster Sales. C

usto

mer

Experience

Product Expertise

DocumentationNarrative, Reference and Compliance

Product - R&D

Custo

mer

Experience

Product Expertise

Knowledge BaseBreak/Fix

Customer Support


Product - R&DR

eacti

ve


Custo

mer

Experience

Product Expertise

Best Practices Experiential

Training / Implementation / Subject Matter Experts


Customer Support


Product - R&DR

eacti

ve


Custo

mer

Experience

Product Expertise

ContextualJust-in-time / Omni-channel




Customer Support


Product - R&DR

eacti

ve P

roacti

ve


Custo

mer

Experience

Product Expertise

Machine LearningAdaptive and Personalized

ContextualJust-in-time / Omni-channel




Customer Support


Product - R&DR

eacti

ve P

roacti

ve

Pre

dic

tive


What are Best Practices for healthy

content?

Should be defined by your company to fit your unique

environment.

OUR DEFINITION

Healthy content is valid, useful, clear, timely, and consistent

information that is easily accessible by the intended

Audience via the most intuitive channel(s) possible.

DEFINE THESE FOR YOUR ORGANIZATION

• Validity

• Clarity

• Timeliness

• Consistency

Defining “Healthy Content”

• Ease of access

• Proper audience

• Proper tagging

STEERING COMMITTEE

Form a Steering Committee comprised of stakeholders across your

organization to define the vision for your site.

MISSION & PRINCIPLES

Develop and communicate your mission statement and guiding

principles.

ONGOING DIALOG

Discuss stats regularly as part of your Steering Committee, refine

guidelines, principles, communications, priorities.

Form a Solid KM Program

GUIDELINES

Identify best practices and guidelines that support the vision for your

content, mission statement, and guiding principles.

ROLES AND RESPONSIBILITIES

Outline the various roles of teams/individuals who participate in the

content management process.

CHECKLISTS

From the guidelines, develop checklists for each of the roles for them

to leverage when doing their part.

Implementing the Mission

Healthy Content Requires Multi-Departmental Input

Narrative: User Manuals and Reference

Product and Engineering

Experiential: Training, Best Practices and SMEs

Training

Break/Fix: Customer Support Knowledge Base

Support

All Content Types Dynamically Organized Together

KCS Adoption

• Created 4,500 articles in 6 weeks

• 70% agent participation rate

• 3,292 of the 10,105 Success Center articles have been

used at least once on a case

• Total of 8,543 article uses/links to cases

• Top 2 articles have been used over 100 times

Avalara Case Study:

70 Agents

One click publishing from

tickets

Choosing not to use a

review process

One template to create

consistency

One training session

Rewarding top contributors to

knowledge

33

Continuous OptimizationOptimization

Agent and Customer

Feedback

• Score articles

• Request edits or topics

Capture and Reuse

• Flexible publishing

workflows

HelpRankTM

• Machine learning

optimization of search and

organization

Knowledge Analytics

• Identify gaps in content or

quality

Knowledge Request

Proactive or Reactive

TransactSelf-Service or Agent

OptimizeHelpRankTM and

Collaboration

SynchronizeIn real-time, customer

channels update

Continuously Improving:

• Deflection

• First call resolution

• Average handle time

• Customer Effort Score

• Net Promoter Score

• Value delivered

After launching a program, how do

you measure success?

GENERATE AN INVENTORY

Determine what you have in MindTouch. A list of articles and pages.

BASELINE

Assess the condition of your content in these critical areas:

• Article Quality Index (AQI): Using checklists, assess a sample of your site content to

determine how well it adheres to your guidelines.

• Article Utility Index (AUI): Facilitate a fast review of the content by your Subject

Matter Experts to determine whether the information is Useful and Valid to your

customers.

• Search Result Success (SRS): Perform an internal and external search study to

determine how your important articles are ranked in search using the most likely

search terms/phrases.

Baseline & Measure

Determine the biggest problem areas that need to be addressed and

then track them over time.

Interpret Results

TRACK AND TREND MEASURES

Track and trend the Article Quality on an ongoing basis.

OPTIMIZE CONTENT

• Ensure communications, training, and coaching is focused on the

biggest areas of improvement.

• Create clean-up initiatives to scrub the content to ensure it

conforms with the site’s mission, guidelines, and Article Quality

checklists.

Continuous Improvement

Take action to improve Article Utility.

Facilitate targeted clean-up projects to improve content health in the

most impactful areas.

Perform peer reviews and facilitate discussions to keep your team

aligned.

Optimize Content

Provide immediate feedback and coaching to contributors so they can

learn from their missteps.

Perform regular AQI and AUI audits and track your metrics.

Embrace a culture where it is okay to archive content and ensure

there is a process for searching the archives.

Close the Loop

Track Patterns, Drive Revenue

Next Steps

1. Please provide us feedback about this webinar so we can get better

2. Get a free evaluation from a MindTouch Customer Success expert

3. Attend Customer Success Program Webinar

[email protected]

Brought to you by

Healthy Content Drives

Customer Success

Partner Webinar: Irrevo 20141120

Software

Transcript of Partner Webinar: Irrevo 20141120