Customer retention and loyalty is heavily dependent upon a businesses’ ability empower their customers. Products are becoming more complex with each release cycle and, even with strong usability designs, customers require more information to become experts. The challenge for businesses is figuring out how to capitalize on this need, lower the barriers to entry, and provide quality support services so that their customers can educate themselves in the shortest amount of time possible. Companies that focus on customer success enjoy a high ROI for a simple reason: your product is only as good as your customers’ ability to use it.
In the following video MindTouch CEO Aaron Fulkerson and Forrester Research Principal Analyst Kate Leggett will offer strategies, statistics, and data on trends in the customer success space. MindTouch, a SaaS organization, has top-tier clients such MakerBot, Intuit, and Paypal and knows how B2B and B2C businesses should engage their customers. Get the MindTouch & Forrester Research Webinar HERE. If you want to stay one step ahead of the competition and incentivize your customers to learn, you need to watch this video.
Why not just send my customer to a customer support agent?
Customers have high expectations and want easy access to information. By forcing your customer to engage with a support agent as the only means to obtain knowledge, you are increasing the probability that the customer may have a poor interaction with your agent. Traditionally, customers run into the following problems:
- Broken Cross-Channel Communications – Customers cannot start an interaction on one channel (such as chat, SMS, or email) and continue to another channel (such as phone or voice) without having to repeat themselves and start the conversation again.
- Lack of Knowledge Expertise by Agents – Many businesses are cyclic and bring on temp. workers for customer support. Due to the unintegrated, complex web of unintegrated technologies, agents (especially those who are temps.) have a hard time finding the information they need to answer a customer’s questions which may result in delays, poor answer quality, and ultimately unsatisfied customers.
Most importantly, customer support agents are expensive. Depending upon the volume of support tickets, businesses can easily spend millions just to support a faulty, broken infrastructure. This is why industry leaders such as Accenture, Paypal, MakerBot, Intuit, and many others, are adopting MindTouch customer success tactics to cut costs and better engage their customer base, support their customer service agents, and deflect tickets.
So, how should I engage and educate my customer?
Customers are using search engines such as Google, Yahoo, and Bing, to find answers to their questions. This is why it is important for businesses to deliver knowledge in a web-native, SEO-friendly format instead of bulky, traditional PDF files. By giving customers this option of self-service and prompting discovery, businesses incentivize customers to become experts, lessen customer dependence upon traditional, fractured communication channels, and lessen the business costs associated with maintaining a customer support infrastructure.
About: MindTouch has helped thousands of businesses improve their customer success metrics by utilizing machine learning algorithms to guide product and customer subject experts (both internal and external to an organization) so that they can capture & reuse quality content, and collaborate with one another so that they can author, edit, and request documentation in real time; all of which is aimed towards helping businesses invest in customer success, create a self-improving knowledge center, and identify up-sell opportunities. MindTouch clients can also seamlessly utilize MindTouch to intuitively cluster content knowledge, surface articles in real time (such as while a customer types a support ticket or search query), and auto-recommend engaging, pertinent content to users so that they will be prompted to explore, discover, and learn.
If you to save money, keep your customers happy, and stay one step of your competitors, you should watch the MindTouch & Forrester Research Webinar, Making Leaders Successful Every Day: Customer Support Practices For Creating A Profit Center to understand what the best techniques are for promoting customer success.