Partner Webinar: Irrevo 20141120
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Transcript of Partner Webinar: Irrevo 20141120
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Brought to you by
Healthy Content Drives
Customer Success
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Jason KaufmanPresident @Irrevo
Aaron FulkersonCEO & Founder @MindTouch
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Business and Project Planning
Smarter Customers. Faster Sales.
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Why is content quality important?
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Net Promoter Score (NPS)
Benchmark measurement to calculate
forward new and renewal revenue.
Increase:
• Customer Retention
• Average Spend
• Customer Lifetime Value
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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
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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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Preference and Growth of Customer Service Channels
Requires Quality Content
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Effective Self-Service – Requires Quality Content
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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: 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
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Smarter Customers. Faster Sales.
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Why do many companies struggle to
maintain quality content?
What does it mean to have “quality”
content?
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CHANGE IS THE ONLY CONSTANT
• Team members: Agents, authors, experts,
managers, coaches, trainers, etc.
• Systems.
• Products and services.
• Market and customers.
The Challenge
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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
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PERCEPTIONThe software has failed.
REALITYYour content management program needs attention.
Change Management
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Smarter Customers. Faster Sales. C
usto
mer
Experience
Product Expertise
DocumentationNarrative, Reference and Compliance
Product - R&D
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Custo
mer
Experience
Product Expertise
Knowledge BaseBreak/Fix
Customer Support
DocumentationNarrative, Reference and Compliance
Product - R&DR
eacti
ve
Smarter Customers. Faster Sales.
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Custo
mer
Experience
Product Expertise
Best Practices Experiential
Training / Implementation / Subject Matter Experts
Knowledge BaseBreak/Fix
Customer Support
DocumentationNarrative, Reference and Compliance
Product - R&DR
eacti
ve
Smarter Customers. Faster Sales.
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Custo
mer
Experience
Product Expertise
ContextualJust-in-time / Omni-channel
Best Practices Experiential
Training / Implementation / Subject Matter Experts
Knowledge BaseBreak/Fix
Customer Support
DocumentationNarrative, Reference and Compliance
Product - R&DR
eacti
ve P
roacti
ve
Smarter Customers. Faster Sales.
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Custo
mer
Experience
Product Expertise
Machine LearningAdaptive and Personalized
ContextualJust-in-time / Omni-channel
Best Practices Experiential
Training / Implementation / Subject Matter Experts
Knowledge BaseBreak/Fix
Customer Support
DocumentationNarrative, Reference and Compliance
Product - R&DR
eacti
ve P
roacti
ve
Pre
dic
tive
Smarter Customers. Faster Sales.
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What are Best Practices for healthy
content?
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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
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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
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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
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Healthy Content Requires Multi-Departmental Input
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Narrative: User Manuals and Reference
Product and Engineering
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Experiential: Training, Best Practices and SMEs
Training
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Break/Fix: Customer Support Knowledge Base
Support
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All Content Types Dynamically Organized Together
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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
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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
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After launching a program, how do
you measure success?
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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
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Determine the biggest problem areas that need to be addressed and
then track them over time.
Interpret Results
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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
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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
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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
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Track Patterns, Drive Revenue
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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
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Brought to you by
Healthy Content Drives
Customer Success