At MindTouch, we are fanatical about our customer’s success; and our customers are fanatical about their customer’s success as well. We don’t get to praise the great work our customers do often enough around here, so I thought it would be nice to catch up with one of our customers to see how they’re making their customers shine. I spoke with Scott Wieser, Applications Engineer at Biamp Systems, to see how he is helping Biamp to create a strongly branded experience to engage their buyers and customers through the content produced by technical communications.
Biamp Systems is a manufacturer of audio electronics primarily used for commercial applications, from concert halls and corporate meeting rooms, to airports and stadiums. Biamp has been a MindTouch customer since 2013. Scott was one of the main drivers behind Biamp’s initiative with MindTouch. With such flexibility and scalability in their products and the technically savvy customers whose job it is to install the systems, Scott and Biamp knew providing the best content possible was a must-have.
“Our biggest need was real-time content.”
Before MindTouch, PDFs were the primary way to create and distribute product documentation. But the time and effort it took to update documentation meant things like typos went unchanged. But Scott recognized the importance of their content to their brand and their customer’s success. Typos and slow updates wouldn’t do for the Biamp customers.
Building the Foundation for Customer Success
“We settled on “Cornerstone”, because we want our customers to think of the site as something that can always be relied upon as a solid foundation of knowledge and information.”
The content that companies produce to support their products and customers is often seen as a costly “necessity.” But companies like Biamp Systems who are fanatical about their customer’s success know that this content is the foundation for their customers to engage with the brand.
That’s why Biamp Systems’ help center is branded as Cornerstone. Biamp has done a lot of work to maximize Cornerstone for their customers and their brand. It has a similar aesthetic to the company’s main website, tying their product and help content together with the brand. They’ve also brought critical tools like command string calculators to Cornerstone, further bolstering it as the go-to spot for their customers.
From Tech Docs to Customer Engagement
“We strive to keep Cornerstone purely technical, with no sales spiels allowed, and somehow this has paradoxically turned Cornerstone into a great sales tool.”
Many companies sign up with MindTouch as a way to manage their technical documentation and help content. But by delivering authoritative content to customers online through MindTouch, Scott and his team are able to make customers and buyers more successful. By making content easy to access and understand, they’re lowering the amount of time and effort it takes for their customers to become product experts. The unexpected bonus has been how MindTouch has helped drive more traffic to their site and engage prospects in the buying process.
“What has surprised me has been the continual growth of traffic to Cornerstone. It’s growing at a consistent rate month-over-month. If I had to guess 18 months ago, I would have said it would have plateaued quickly once our customers knew that it was there and they would use it at a minimal level. But it hasn’t shown any signs of plateauing.”
There’s something of a Field of Dreams moment for many of our customers: “If you build it, they will come.” Community forums and Google searches can only get customers so far until they need the authoritative content only the company can offer. And the great work Scott and Biamp have done with Cornerstone ensures that their customers keep coming back.
Controlling the Brand
“When you get into forums, you know the person you’re talking to, or you’re only one or two degrees removed. There’s an attitude of ‘Why am I going to answer this guy’s question when he is probably in direct competition with me?’”
The community that Biamp Systems serves is relatively small. In order to stand out above the crowd, they needed their product documentation to shine so that their stellar products and stellar customers could shine as well. While Biamp gave forums a try, they weren’t the right solution to help them control their brand online. Scott wanted the Biamp Systems technical content to reflect the professionalism and authority of brand.
“If I come across a typo in a document, it makes me question why I’m reading it, and I question the accuracy of the information. So a silly little typo is really indicative of the brand as a whole. And that’s why MindTouch was so important for us. We recognize the importance of the content to our customers, and we needed the best way to create and present it.”
What Scott and Biamp have done with their Cornerstone site is transform their technical documentation into an easy-to-use resource for customers and buyers to engage with the brand and educate themselves about Biamp’s products. Scott and his team are committed to consistently improving the experience for their customers. If you visit the Cornerstone site, you’ll notice they highlight a new or valuable article to help educate customers about important updates or new articles. It stands as a testament to the pride and the value of the work that Scott and his team do to make their customers successful.
Scott Wieser is an audiovisual engineer with extensive experience in system integration and design, along with a background in audio recording, live sound, and musical performance. Scott has served as an Applications Engineer for Biamp Systems since 2010, and he currently manages the company’s technical support knowledge base website, Cornerstone.
Connect with Scott on LinkedIn