CASE STUDY Customer Is King and Content Is Their Throne

Transcription

1 CASE STUDY Customer Is King and Content Is Their Throne Aaron Fulkerson MindTouch Shelly Berkowitz Zuora

2 SPEAKER DETAILS AARON FULKERSON SHELLY BERKOWITZ Co-Founder and CEO, MindTouch Senior Director, Zuora University Self-service customer success software Subscription management technology Serving millions daily across high tech, manufacturing, Zuora supports over 1000 customers worldwide service, and travel industries including Dell, Vivint, Schneider Electric, Box, The Financial Times, and General Motors

3 96% of customers who have a high-effort customer experience will become disloyal

4 79% of customers would rather use self-service than a human assisted support channel Forrester

5 75% of companies have had Customer Success for 0-3 years

6 60% of professionals have been in Customer Success for 0-3 years

7 SCALABLE CUSTOMER SUCCESS STARTS WITH CONTENT

8 THE TYPICAL CUSTOMER EXPERIENCE TODAY

9 HIDDEN AWAY

10 DISORGANIZED CHAOS

11 SCALING REQUIRES: CUSTOMER FOCUSED CONTENT EXPERIENCE

12 Bottom Line Whether you re onboarding and supporting the success of 1. Customers 2. CSMs 3. Buyers YOU VE GOT TO USE CONTENT (and automation) TO SCALE EFFORTS

13 Challenge The Challenge

14 Complex technical products Customer on-boarding Hyper-growth customer base Fast growing team

15 So our customer success remit is broad, and fueled by content...

16 A modern approach to self-service was required

17 The Role of Content from Discovery to Go Live zuora.com for thought leadership, case studies & best practices material Sales process Zuora University training and onboarding Customer onboarding Knowledge Center for detailed product information & Developer Center for APIs tutorials, sample libraries Implementation Community to engage with other users Go live

18 The Ongoing Role of Content Post Go Live zuora.com for business-level guidance through case studies & best practices guides Zuora University for product training and certification Knowledge Center & Developer Center for continued reference and just-in-time answers Community to stay connected to other users, learn the latest news, share product feedback

19 Outcome

20 98% of transformation projects are multiphased transformational implementations (vs POCs) <2% of >30% increase > in customers with <1% increase in Support tickets > 38% ticket deflection > customers who engaged success content churn

21 Since 2015: 79% Traffic from organic (Google) search

22 The Zuora Success Center is our 24x7 Sales Engineer that accelerates our Sales Cycle

23 Before self-service, 37% of prospects required a trial or POC before becoming a customer, now it s less 2%.

24 A Battle Tested Approach

25 ROCK STARS LIKE THESE

26 96% RENEWAL RATES SINCE WE LAUNCHED THIS MODEL

27 Negative Churn

28 SCALING REQUIRES: CUSTOMER FOCUSED CONTENT EXPERIENCE

29 Requires Making Sense of This: Product Product manuals User guides In-product contextual help Specifications Release notes Product announcements Known issues Product videos Technical sales sheets & marketing Competitive differences Reference materials Training Support Training materials Best practices How-tos Tutorials Videos Customer configurations Implementation documentation Customer samples Workflows Technical use cases Support tickets Closed cases Knowledge base Call center scripts

30 Maturity Model Stages REACTIVE

31 Maturity Model Stages EFFECTIVE Customer-focused content combined with capture and reuse REACTIVE

32 Maturity Model Stages PROACTIVE Extend content across customer journey EFFECTIVE Customer-focused content combined with capture and reuse REACTIVE

33 Maturity Model Stages PREDICTIVE Predict customer behaviors and drive business outcomes PROACTIVE Extend content across customer journey EFFECTIVE Customer-focused content combined with capture and reuse REACTIVE

34 THANK YOU

35 Step 1- Prep for Scale What s your content success map? The precise concepts/topics that create renewal/upsell or churn How do you create one? Micro-content structure (topic based or atomic) Web analytics and marketing automation Which Silos do you tap? Knowledge base, training center, documentation

36 Step 2 - Feed the Engine Who are your subject matter experts? Product, Support, Success, Training, and Technical Sales How do you make it effortless to capture and reuse knowledge? Knowledge Centered Service (KCS ) or similar method adapted to constituent

37 Step 3 - Proactive Serving the Customer Journey Identify critical customer touchpoints Marketing automation, retargeter, web analytics(content paths, personas, conversions) Enhance ecommerce, CRM, websites, in-product, and support channels Renewal / Account Management Marketing Channels Commerce CRM & Sales Management In-Product Help Support Agent Productivity

38 Step 4 - Predictive Predictive success paths/maps Customer health score Customer marketing campaigns Retargeter campaigns Lead scoring Organic search (SEO) Product strategy (content path / performance)