It is time to adopt a new outlook on how to validate success. With the rise of the subscription economy, businesses need to accept that it is no longer a question about how to get customers through the door, but rather a question of how to retain them. To give your team a head start against the competition, we’ve created this infographic to show you why you need to transform your help center into a customer success center.


Feature Change for All MindTouch 4 Users

  • The delete, export, update tags, and feedback dialogs have been updated to use more familiar button styling. This will further enhance custom styling across the product. Buttons on those dialogs are now given a “ui-button” class.
  • The close button for all dialogs have been updated to use more familiar button styling. The close buttons have been change to a “ui-button-icon” class.
  • Text after a header did not wrap when next to an image. We removed a declaration that was causing hidden span tags used for heading links to break text flowing around aligned right or left images that existed in section containers that came after it.

Bug Fix for Localized Sites

  • The search button in ‘Advanced Search’ was not localized and is now localized and translated in all supported languages.

Bug Fix for Authors

  • Pasting formatted text within another block of formatted text would not preserve spacing (tabbing). For example if you had a block of DekiScript you copied and wanted to add it to another block of DekiScript, the spacing would not be preserved.
  • Spell Checker would not activate upon page creation. It will now activate when a page is created.
  • Moving pages to your home page would not work and you can now move into the home namespace.
  • Alternative text for links would display the full URL of a page.  Now it will display the page title.

Change in Genius Search

  • Pages that do not have page rating options (Home, Category, and Topic Guides) will no longer have rating options on Genius Search. This is to achieve more commonality with page ratings since you cannot rate Home, Category, and Topic Guides.

Known Issue

  • Browser tabs will display the page’s URL rather than the page title.  We will resolve this in the next release.

New and Recently Updated MindTouch Documentation


With the 2014 LavaCon Content Strategy and User Experience Conference right around the corner, MindTouch has reached out to Tanner Volz at iovation to get a sneak peak of his presentation “Ditching the Desktop: One Vendor’s Leap to Hosted Documentation.” As an avid MindTouch customer, iovation has been using MindTouch for about a year as a centralized self-service, success center to help their internal teams and their external customers accomplish more with their product.

MindTouch: Can you tell me a bit about iovation and your role within the organization.

Volz: iovation develops a real-time fraud detection and protection service. The way it works, essentially, is that when a fraudulent user attempts to process a transaction online on a website or using a mobile device, certain device characteristics will give that person away. What iovation does is recognize those characteristics and alert vendors that the particular internet device or account has been compromised. Then, iovation works with our customers to prevent those transactions. So that’s iovation. I was hired as a technical writer here one year ago and I came in with all my big ideas about content management and so forth and took hold of all the technical documentation and video content that we were doing and set out to build a whole new content management system. So my title now is Technical Content Manager and I think that’s pretty accurate.

MindTouch: How is iovation using MindTouch?

Volz: We are using MindTouch as a content management system, both on the back-end for storing, authoring, and organizing all of our content and on the front-end for our customers to use. We maintain a private site using MindTouch that’s locked down with a very good permission system so that only allows people who are logged into our web-based tool to open up our MindTouch site and locate the documentation that they need.

MindTouch: Who uses MindTouch in your organization?

Volz: MindTouch is used both internally and externally. Internally, our customer support team uses it to find the content that they need to help specific customers. They also use it to compile content for both themselves and for our sales team to use during the sales cycle, particularly for up-sell and renewal. Folks also use MindTouch to verify technical information about our product, so if an engineer needs to find a way to verify that something works, often times, they will go look in our MindTouch-powered site. Externally, it is primarily our customers who actively use and administer our services on a day-to-day basis that extract a lot of value from MindTouch.

MindTouch: What were you using before MindTouch and why did you replace it?

Volz: When I started here a year ago, there were a number of different tools – all desktop based – that were being used to produce and manage content. One of our first goals was to unify everything into a common source repository and do away with using all these different tools. I needed to find something that I could implement that would be editable and usable by more folks than just me and would get me out of proprietary source formats like Microsoft Word or Adobe source formats.

MindTouch: So what made you decide on MindTouch?

Volz: It was a long evaluation. I have a lot of experience with desktop publishing tools like RoboHelp and FrameMaker. I like all of these tools and think they’re really good, but for the reasons I just mentioned, they weren’t really appropriate for us. I also have a lot of experience with heavy-weight, homemade – if that’s the right word – content management solutions that use some open standards – DITA, XML, etc. And I knew that these solutions would be too heavy for us to use realistically because it would not only require a lot of programing to get things up and running, but would also require a serious investment in a back-end database that we would need to run on premises. What I needed was something that was collaborative, open to everyone, and wouldn’t require years to build. So I went looking for anything that seemed to meet those criteria.

I evaluated MindTouch last year and was immediately  impressed with how easy it was to get it up and running, how well it uses open standards, and how hands-on the folks at the company are with helping me understand what their product could do. There really wasn’t any alternative once I started looking at MindTouch. There was nothing else out there that gave me all of this in a browser-based UI, which was amazing. It didn’t require me to invest in any on-premise software and it allowed me to be successful quite quickly. I was very impressed.

MindTouch: So how long did it take for you to actually see value in your organization once you implemented MindTouch?

Volz: That’s a good question. It’s difficult to quantify. I tend to quantify the value more in terms of benefits to our users’ experiences, our internal experiences, and the time saved by authors and contributors. I can’t put up an exact number for the amount of hours I saved as a result of implementing MindTouch, but it’s certainly it’s significant. And the benefit to our customers is quite significant as well. I think largely, it’s because the turnaround time to get content from writing, to delivery, to users is so fast now. When I first started [before MindTouch], it could have been weeks before a change to technical content might be delivered to users. Now it’s a matter of minutes in some cases. So, like I said, it’s hard to quantify, but I think that the sort of intangible benefits are immeasurable at this point.

MindTouch: Did you have an “Aha” moment when you first started using MindTouch? And can you share the story with us?

Volz: Yeah, there were quite a few. First of all, just the way the content is organized, structured, and presented, the extent to which I was able to customize the UI and the stylesheets was unlike anything I had worked with previously with respect to technical documentation. The fact that I could look at the styles of the presentation, change anything I wanted, move things around on the screen like search fields and relocate certain navigation pieces – that sort of thing. My eyes really opened at that point to the possibilities.

MindTouch: Let’s talk about your presentation at LavaCon. Can you give us a sneak peek on what you plan on presenting?

Volz: Yes, of course. One of the important messages for me, based on my experiences and the biases that I had coming into this project, was learning that really robust enterprise-scale content management and publishing isn’t limited to massive multinational companies that are looking to spend a whole lot of money on huge on-premise systems. I didn’t think that something like what we accomplished with MindTouch was feasible. I expected that we would probably need to continue working with desktop tools and wouldn’t have a real content management system. I figured that we would have an approximation of what we needed and would improvise using file systems and versioning. The fact that we were able to achieve something like this and have an effective content management thanks to MindTouch is a really powerful thing. So the presentation will be all about that and I will talk a bit about what I looked for and what I started looking at. I don’t want to discourage anybody who is focusing on more traditional tools or looking at heavier weight, on-premise content tools using XML and DITA. This isn’t a sales pitch for MindTouch. It is just a very strong message – that if those traditional tools don’t meet your needs, there are other options. I just really want to convey that and what I learned. I’ll talk through what it took to build the thing, working from the ground up very closely with MindTouch, and do a little demo.

To learn more, please make sure to attend Tanner Volz’s presentation “Ditching the Desktop: One Vendor’s Leap to Hosted Documentation” at LavaCon on Tues, October 14, 2014 between 10:15am – 11:15am. You can contact Tanner directly at: [email protected] 


It’s 10PM. Do you know where your customers are? You can be sure at least a couple of them are using your application, maybe with varying levels of success. What if one runs into an issue, or has a how-to question? Can they easily find an answer on their own, so that they can complete their task? Or are they destined to go to bed frustrated?

Or what if it’s 10AM, and you notice that a customer in the midst of onboarding has submitted several questions in your online user community, and they aren’t getting any answers. (Wait, did you even notice?) Should you reach out and provide personal assistance? Should you make sure the answers are available and easy to find in your knowledge base? Should you do both?

Hamlet’s not the only one facing a dilemma. In our role as purveyors of Customer Success, we’re continuously working to ensure that our customers are seamlessly achieving value by utilizing our SaaS application and interacting with our company. But to that end, how do we know when it’s the right time to jump in and serve them personally, and when it makes sense to direct them to non-staffed resources that can provide assistance, perhaps even faster and better than we can? When do they really need that one-on-one attention via phone, chat, email, support tickets, social media, or in-person meetings? And when is self-service – delivered through a rich set of materials including a knowledge base, user community, feature request forum, best practices guides, recorded trainings, etc. – the best way to help? What are the right guidelines and considerations to establish a balance that will allow our customers and our company to succeed?

And balance is definitely the goal. Too far over to the high-touch side, and unless you’re charging north of $5k/month, the service model will at some point likely become difficult to scale. And even if your application and pricing do lend themselves to supporting an assigned Customer Success Manager for every customer account on an ongoing basis, if you’re not taking advantage of self-service at all, you are missing out on potential cost savings as well as some other key benefits.

No matter the size of your company, customer base, or customer accounts, self-service resources tend to have the advantage in the following circumstances:

  • When a customer could benefit from another customer’s expertise. Online user communities do take some amount of staff resources to moderate, especially when first launched. But that effort will pay off in spades when you see users interacting with each other to answer questions (that your support reps otherwise would have had to), share experiences (or “what I did in a similar situation”), or serve as a reference. (Remember you need to provide your trial users with access to your online user community to enable that last one to happen!)
  • When the same questions are being asked again and again. Here’s where a knowledge base is critical. And even more critical is ensuring that it’s easily accessible, searchable, up-to-date, and overall well-maintained. Again, a small, consistent time investment is needed to achieve this. But a well-coordinated, collaborative effort that empowers your team members to share their knowledge will allow your customers to easily access that information without requiring one-on-one attention. Even if your team had all the time in the world, wouldn’t you rather they spend it being proactive and generating value for customers, rather than answering the same FAQs over and over again? Trust me, you’ll feel like a proud parent when one of your customers asks a question in your user community, and another customer answers it by pointing them to a knowledge base article. And you will find nuggets of gold in your customer data when you analyze what users are searching for, what results they are finding, what they are clicking on, and what they did next. (Did they submit a support ticket? Successfully accomplish a task in the application? Something else?). The keys for customer and employee satisfaction, scaling, growth, and success for your company lie within.
  • When DIY is the customer’s preferred learning style. Some people (including yours truly!) are just wired to crave doing their own research to solve their own problems. They might submit a ticket or jump on a chat as a last resort, but they won’t love doing so. And they definitely won’t love being forced to do so by a lack of available information. Don’t start them off on the wrong foot. Make sure you are providing the resources they need to easily find their own answers. These are often also the users who will repay you by readily chiming in with pointers when other users ask questions in the online community!
  • When staff just isn’t available. Whether it’s due to welcome growth, or because it’s the middle of the night, there will inevitably come a time when it’s difficult or impossible to find someone who’s around and free to answer a customer’s question. (This can especially become a problem as you look to expand your customer base internationally – it’s hard to cover business hours in every timezone.) If your self-service resources are robust and accessible, this kind of capacity or availability crisis can be easily weathered. If not, your social reviews, NPS scores, or other satisfaction measures could rapidly and drastically suffer. Don’t wait until this happens. Be proactive in building out and maintaining your always-available knowledge base, user community, feature request forum, best practices guides, recorded trainings, and other valuable resources. Enable your customers to serve themselves even when it might be harder than usual to reach their account manager, or when ticket turn-around times are longer than ideal.

Notice I did not have on the list above: “When your customer is in the top tier”.  Don’t make the mistake of assuming that your highest value or enterprise-level customers only want one-on-one service. What they ultimately want is the ability to get excellent answers quickly via the channel that suits their needs at the moment. Make sure they have options and that they experience excellence every way they might turn.

But that’s not to say self-service resources are the best answer in every situation. Again, it’s all about balance. Here are some circumstances where personal attention is usually the best approach:

  • When the customer is just starting out. During the critical onboarding phase, no matter how “easy to use” your application might be, you have a unique opportunity to personally connect with your new customer, understand their goals and how they are measuring value, get to know their style and potential, and put in place the building blocks for a solid, mutually-beneficial relationship. Don’t squander it – you will not get this particular chance again. But in addition to doing all of the above, do use this one-on-one time to personally walk the customer to and through the self-service resources that are available. They should feel that they are well supported, no matter which way they turn.
  • When your user is simply a people person. Just as some would prefer to dig into documentation, run a quick search query, or ask a question in an online forum, some users are naturally inclined to pick up the phone or hop on a chat to get some speedy expertise. Don’t try to change this fundamental nature – you will fail. Make sure that various staffed channels are available (tickets, email, telephone, chat, etc.) and well covered, and provide that personal attention on request. But do remember to kindly and consistently reference self-service resources that could resolve the issue, or to take the opportunity to create them if they don’t already exist. (If that happens, be sure to thank the requesting customer for saving you time down the road and helping other users!). At least some “people people” will learn to try their hand at some quick research before reaching out for one-on-one help, as long as the resources are easy to use and hold the answers they are seeking.
  • When emotions are at play. There is nothing worse than submitting a furious or urgent support ticket, and receiving an obviously scripted response or being pointed to a pre-written article and then asked: “Did that help?” When a customer is clearly irate or even just approaching anger, it is always worth it to take the time for a personal response. The simple act of corresponding with or talking to an identifiable human being, as opposed to a perceived “robot”, can take the edge off and help make the conversation much more constructive for all involved. And on the other end of the spectrum, a personal touch when a customer is clearly delighted can be the special sauce that turns them into a reference for life or a fantastic case study. Learn to read your customers’ moods and to handle the extremes with special care.
  • When revenue is on the line. Speaking of handling with care, make sure all customer-facing teams have the tools and understanding they need to be especially sensitive when a customer is showing higher-than-normal risk for churn or opportunity for growth. (That’s not to say that other customers should be treated carelessly – any of them could, of course, choose to take their revenue elsewhere at any time.) To support this mindset, your teams need customer lifecycle, health status, usage trends, engagement measures, and results data at their fingertips at all times. And “flags” or “triggers” must be predefined and clearly communicated, so that staff can quickly know if a particular customer is struggling to achieve value during onboarding or as they are approaching renewal, demonstrating upgrade or advocacy potential, or heading toward a possible downgrade or debook firedrill. In such circumstances, when either risk or opportunity are clearly present, coach your staff to work proactively and personally with the customers for the best outcomes.

But does all of this apply, even at the very low end of the MRR spectrum? Is there any price point at which customers should only self-serve? If your SaaS offering is priced in the $100/month ballpark or lower, it goes without saying that you will not have one-on-one relationships with each of your customers, and maybe not even with any of them. But that is not to say that you will not personally serve them. Ensure that there are plenty of high-quality self-service resources at their disposal. But also leverage automation to send highly personalized outreach that reflects both the customer’s lifecycle milestones as well as what they are doing in and achieving with your application. And in addition to steadily steering them to help themselves, give them at least one channel for connecting directly with your company if needed. Even for the low, low price of a Netflix membership, I’m given the option to chat or call if that movie just won’t stream and I need to talk to someone.

So… to serve or to foster self-service? At the end of the day, it’s not a matter of doing one or the other, but rather of doing both well. Here are a few key take-aways to keep in mind in the process:

  • Top-notch self-service resources boost productivity and proactivity. Once your customers are empowered to help themselves, your Customer Success team is freed up to spend their time where it matters most: providing one-on-one assistance when it’s really needed, creating and improving their programs, and building relationships. And what’s even more powerful, that extra time gained, in combination with insights into how your customers are engaging with your self-service resources and application, can be used to power proactivity. You’ll find you now have the bandwidth and knowledge needed to get out of reactive mode and instead step in and help your customers before they might even know they need it.
  • It’s a balancing act. Always strive for excellence in both staffed service interactions and self-service resources. Keep in mind that there are circumstances where each are essential, and one size will never fit all. The critical components for both modes are accessibility and quality. You must make sure that the customer is aware of these tools, can find and navigate them easily, and can successfully use them to answer their questions or troubleshoot their problems. If your self-service resources fall down on any of those points, they fail to do their job. And your customers will be quickly trained to ignore them.
  • Self-service is service!  Just make sure you keep a laser focus on the service and not the self. If your users feel abandoned in an unstaffed void of materials that are clunky, convoluted, out-of-date, sparse, or otherwise difficult to use, they are not being served and they will not return to those resources or, worse yet, to your application. But if you and your team actively build, maintain, and enhance a high-quality set of self-service materials, your customers and your company will reap the rewards. In many circumstances and for many customers, self-service can, in fact, be the best kind of service.

Amazon is doing a massive reboot across its infrastructure over the next couple of days (Friday 9/26 through Sunday 9/28). This unprecedented event is due to a security vulnerability in the Xen Virtualization Platform, which is used to virtualize Amazon’s server instances. The MindTouch team has taken steps to minimize the impact to our sites, but due to the unprecedented scale and lack of options to preempt the upcoming server reboots, we will most likely experience some downtime despite our best efforts.

If you have any questions about this change, please don’t hesitate to email us directly at: [email protected].

EDIT 12:46 PM PST – Per Amazon’s recently updated statement, the reboot will not be across their entire infrastructure, though it will still involve a significant chunk. Also, the reboot will commence this evening at 11:00pm PST.

Bug Fix for All Users

  • Restricted pages set as recommended search results would appear to site visitors who did not have access to view.

Feature Change for All MindTouch4 Users

  • In another step to enhance keyboard only navigation. Tabs and dialogs are now keyboard accessible through the use of the tab key.  Ensuring all content is accessible through keyboard only navigation allows for your knowledge to reach the largest audience possible.
  • Print Book and Page History have been updated to use more familiar button styling.  This will further enhance custom styling across the product.  Buttons on those features are now given a “ui-button” class.

New Feature for Site Visitors: Polish User Interface Localization

Bug Fixes for Authors

  • Copy and move buttons sometimes were in an unclickable state and would not work on pages that use jQueryUI tabs in the page content.  The selector used in the click of ‘Copy’ and ‘Move’ was too generic.
  • When MindTouch 4 Authors add a recommended link to secure URL’s (starting with the https:// prefix) on a Category pages the validator will detail that the URL could not be validated but will allow the URL to be a recommended link.

New and Recently Updated MindTouch Documentation


SEO isn’t easy, it’s always changing, and if you try to DIY without the proper background you’re going to fail. However, even if you think you have a killer SEO agency on your side, you still might not be enjoying the best in SEO. There are a lot of outdated SEO “best practices” still being touted as gospel, and right now is the best time to improve your strategy—we’re now in a mobile ready world and users are more demanding than ever.

There are some very common reasons why your SEO might be failing. Maybe it’s time to move on to a new agency, or maybe it’s time to simply shake up your campaign. Are you guilty of doing one of these losing moves?

1. Focusing on words, not themes

“Keywords” are still a hot topic in the SEO world and they always will be. However, there’s recently been a shift towards long-tail keywords and “themes” instead of single words or couplets. It’s nearly impossible to be competitive with a single word like “bakery.” However, with themes like “vegan bakery Tampa” you’re going to get better matches to your audience and improve your SEO.

2. No geo-targeting

Even if you don’t have a brick and mortar establishment where customers actually visit you, don’t dismiss geo-targeting and going hyper-local so quickly. Once you know what your major regions and markets are, or if you’re a proud hometown company, make sure to incorporate geo-tags in your content. Everyone wants to support local, even if you’ve since gone all digital.

3. You’re making black hat mistakes on accident

Maybe it’s invisible text you forgot about, an old website that features duplicate content, or another issue that you thought was taken care of. A comprehensive SEO audit can figure out if you have any lingering black hat strategies that are dragging you down. Most are easy fixes and can instantly boost your ratings.

4. Bypassing your help content for SEO

A lot of businesses totally miss out on SEO for their help content. For example, if you sell iPhones and someone Googles, “iPhone 6 factory reset,” you want to be on the first page of Google results. A lot of people aren’t optimizing for help content, which means there’s less competition and more opportunity for you to climb up the rankings.

5. You’re not watching your reports

SEO analysis is kind of like big data: It’s actually pretty easy to get and collect, but useless if you don’t know how to put it to work. You should be getting at least weekly SEO reports that you can honestly assess and use as a catalyst for change. If this isn’t happening, someone on the SEO side of things isn’t doing their job.

6. You’re not following Google algorithm news

Google is notoriously secretive about how the SEO algorithms work, but plenty of insiders are happy to share their insights and ideas. If you’re not following a few of the best SEO blogs, you’re missing out on some genuine pearls of wisdom. Why wouldn’t you make your life easier, your SEO better, and stay up to date with the latest industry news? Failing to do so means you’re opting out of a free and very lucrative offering.

If your SEO is failing, there’s a reason for it. SEO isn’t about luck, and even small businesses started from the bottom (of Google search results). Your improvements should be constant, and you should always know where you stand.

Feature Change for All MindTouch4 Users

  • MindTouch4 pro-member navigation and dynamic breadcrumbs are now accessible through keyboard-only navigation. This is an important optimization for users with disabilities and enhances their ability to access content.

New Feature for Site Visitors: Norwegian User Interface Localization

Bug Fix for All Users

  • The Support link for Pro-members and Community will now open in a new tab or window.


  • The help link icon has been updated across the product. Across MindTouch4 sites you will  see our help icon that can be clicked to trigger an F1 window containing the feature’s respective 2014-09-18_1435 MindTouch Success doc full of associated information about the feature.  You’ll notice the icon in the Administrator Control Panel, we will be adding more help icons throughout the product in future releases.

Bug Fixes for Authors

  • When linking text, the initial state of the edit link dialog will display text in the search box.
  • Also in the link dialog, the alternative text’s tooltip would read “Update Link” rather than the article’s full title.
  • For TCS Authors, pages without any subpages would show the expand/collapse icon in the link picker.

Newly Updated MindTouch Documentation

We are all in the business of pleasing our clients, but from time to time we run into those who are less than happy.

Customers can be down-right rude, nasty or angry for a variety of reasons. Some are justified while others are not. Maybe they had a bad day and today’s most recent dilemma may have pushed them over the edge leaving you in their path of destruction. Once reaching their breaking point, it is difficult for them to come back to reality in order to address and then ultimately solve the actual problem itself.

For customer service reps, it is literally their job to turn their negative experience around and wind up with a satisfied customer in the end. This can be as difficult as it sounds, but it is not impossible if you can utilize important tips to deal with this always uncomfortable situation.

There are proven ways that we can better cope and effectively deal with a screaming, angry and at times, unreasonable individual. We have the power and ability to make them a satisfied customer if we keep in mind these strategies:

  • REMAIN CALM IN THE FACE OF ADVERSITY: By far, the biggest coping mechanism at our disposal is remaining calm. If we get sucked into a dramatic situation and return their rudeness with our own anger, nothing will be gained and this event will likely escalate.
  • Your calm and soothing nature can translate over to that frustrated person. If you refrain from becoming upset, the tone of your conversation can become more peaceful as it continues.
  • DON’T TAKE IT PERSONALLY: From a customer standpoint, sometimes they forget that they are dealing with a person and not the actual company or problem itself. They are not angry with you, they are disappointed with a product or service and not you as a person. Remember that in most cases you did not directly create this anger and frustration, but you can help to influence its path.
  • LISTEN AND REPEAT: You know you are listening to them, but do they realize that you are truly hearing and understanding them? Listen very carefully to what they are saying and repeat some of their concerns back to them. You don’t need to mimic every word they say, but you can assure them that you understand why they are so upset and they have your undivided attention.
  • APOLOGIZE, SYMPATHIZE & SOLVE: Sometimes all that someone needs to hear are two, simple, little words, I’m sorry.

In this surprising and interesting study, disappointed customers were offered either a cash payoff or an apology to withdraw negative comments following an unpleasant transaction. Almost half were happy to change or remove a bad post in exchange for a sincere apology, while less than a quarter took money to change their minds.

Instead of trying to buy them off, offer genuine sympathy for their concerns or problems. Ask them for their advice to address this dilemma, “I’m sorry, what will it take to make things right for you?” If their solution is too outrageous or costly, try meeting them somewhere in the middle. But as we just saw, sometimes all they want is some recognition, sincerity and sympathy for their plight.

FOLLOW-UP AND TAKE A BREAK: Almost all the advice for handling this difficult situation begins with staying calm and ends with following up. Even though they just used you as their verbal punching bag, a quick follow-up will often ensure that you have ended things on a positive note and they are pleased with the outcome.

While it is noble that you extended an olive branch with your follow-up call, don’t forget about yourself in this whole process. After that difficult situation has finally been resolved, it is time for you to take your own personal “time-out”. Have a snack, take a walk or find someone to talk with that tends to cheer you up.

Don’t allow this stress to fester and linger inside of you, refresh yourself so that you can greet your next customer with that winning smile and positive attitude. Keep in mind that these negative experiences are usually few and far between compared with those wonderful relationships that you share with your more pleasant and valued clients.

This infographic was created by



More so than ever, stakeholders are finding the lure of customer success irresistible. And executing a customer success strategy has become not only an expectation, but a requirement. Businesses, consequently, need to step back and take a hard look at their own help centers.

Step 1: Identify Your Cornerstone Content

According to Forrester Research, 42% of agents are unable to efficiently resolve customer issues due to disconnected systems, archaic user interfaces, and multiple applications. The larger and more established a business is, the more extensive these problems are. Though no one likes having content siloed away, stakeholders often find themselves at a loss. How would you tackle such an enormous, self-perpetuating problem? Simple. Start with your cornerstone content.

Of all the content spread across your organization, 10% of it will be Cornerstone Content. This is the content that your customers are utilizing the most heavily. To identify this:

  • Talk to your customer-facing agents.
  • Analyze your content analytics to capture trends.
  • Speak with existing customers to understand their needs.

Step 2: Capture Customer Insight Across All Channels

Now that you have identified your cornerstone content, put these nuggets of information in your Customer Success Center and optimize it for SEO. Make it easy for your customers to find answers with a single Google search. Don’t make them exert a lot of effort. Your success center should be intuitive, engaging, and helpful. After this, you need to determine what customer insights you want to capture and create an actionable strategy to extract value from your results. Ask yourself why you need this information and how it can help. Here are a few things that you should keep in mind:

  • What do your customers do after they land in your help center?
  • What search queries did they submit? What were they looking for?
  • What articles did they read? And in what order? And for how long?
  • Is this the first time they’re visiting your help center?
  • If not, what content did they search for in the past? And are they still searching for the same thing?
  • What was the last article your customers read before they bounced or contacted a support agent?

By capturing such insights, you will be able to visualize your customers’ journey, identify holes in your content strategy, understand what works and what doesn’t, and start fine-tuning your cornerstone content. This will help you start optimizing for the future.

  • NOTE: While improving your cornerstone content, try to capture your internal process. Determine which departments and subject matter experts have helped you add value. Make sure to include them in future collaboration efforts to create more engaging, useful content.

Step 3: Self-Improving Workflow

As essential as it is for businesses to focus on creating engaging, useful content, it’s even more important to find and create a methodology to capture and reuse information that your customer-facing agents encounter in the “wild.” Don’t focus on capturing information across just one channel – target them all: chat, phone, email, CRM, self service, or more. Keep your finger on the pulse while you expand and improve your content. And ultimately, let your customers fuel your Success Center. Create content that’s tailored for them. Accelerate your Customers’ Success and create brand-loyal, product experts!