Defrag Conference 2015: From Dinosaurs to Unicorns; A New Kind of Customer Engagement
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A new kind of customer engagement that's content driven and employed by clever dinosaurs and most unicorns to disrupt their markets.
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Defrag Conference 2015: From Dinosaurs to Unicorns; A New Kind of Customer Engagement
- 1. From Dinosaurs to Unicorns: A New Kind of Customer Engagement Hi, I’m Aaron with
- 2. A new kind of customer engagement that’s content driven Clever dinosaurs and most unicorns are employing this to disrupting their markets Here’s Our Discussion
- 3. How Did We Discover This Opportunity?
- 4. Then We Built An Open Source Project.
- 5. The Path to Expert Skill Time Newbie Meh Kicking Ass Threshold Suck Threshold
- 6. Getting to the “Kick Ass” Threshold Kicking Ass Threshold Skill Time Newbie Meh About where most quit Suck Threshold
- 7. Accelerating Newbs to Ninjas Skill Time Ninja Newbie Kicking Ass Threshold Suck Threshold
- 8. Visual Example of Ninja
- 9. This was a shameless rip-off of Kathy Sierra (who is super awesome).
- 10. Macro Trends
- 11. Revolution and Evolution Pre-Industrial Revolution No separation between customer and craftsman Industrial Revolution Advent of the distribution network Return to the Craftsman Faster production cycles and direct connection to SME’s/craftsmen
- 12. Mid-market companies use on average between 300-400 cloud apps The subscription model is infecting all industries Requires an emphasis on customer success (experts) Create meaningful connection and understanding The Subscription Economy
- 13. Mobile (duh) Buyers. Customers. Field Service.
- 14. Internet of Things and M2M IoT will make the mobile wave look like AOL Microservice based microcontent and context is required
- 16. Preference and Growth of Customer Service Channels
- 17. Preference and Growth of Customer Service Channels 71% in 2013 Study by Forrester
- 18. Online Self Service Is Now The MOST Prefferred Channel 76% in 2015 Study by Forrester
- 19. 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 Begins Customer’s First Contact With Supplier Customer Purchase Decision Self-Service Impacts Buyers
- 20. 94% of buyers self-educate online 72% of buyers will not engage vendors that don’t supply docs and post-sale content 92% of buyers rely principally on search engines to find this content. More Numbers, More Numbers…
- 21. Relevant Content Is pre-Internet blogs and in pre-mobile tech.
- 22. So, we phone the call center or submit a ticket $!(*@
- 23. Assisted Support Creates Disloyalty Customers Requiring Agent Interaction 4 times more likely to leave disloyal than loyal Harvard Business Review July 2010 CEB 2013 More Loyal Less Loyal 1.00x 3.97x
- 24. Companies build manageable fiefdoms and busy themselves optimizing their machines.
- 25. Content is Inside-Out: Serving Internal Departments Product Stages Departments Content Types Create & Package Market Execute Train Support Renew / Sell Sell • Engineering • Product management • Subject Matter Experts • Technical Communication • Product manuals • In-product contextual help • Editorials– best practices • Product management • Product marketing • Sales engineer • Technical sales reps • Client services • Partners • Integrators • Customer success • Subject matter experts • eLearning • Training • Customer support • Account management • Product technical videos • Technical sales sheets and marketing • Competitive differentiators • Samples created during sales cycle to validate product • Customer configurations • Workflows and technical use cases • Specifications • Release notes • Known issues • Implementation documentation • Partner information • Customer configurations and samples • Training materials • Best practices • How-tos and tutorials • Closed cases • Knowledge base • Customer Insights – product usage and customer value • Same as Sell and Implement phases
- 26. These machines are great at eating cash.
- 27. We’ve already paid for the docs, KBs, FAQs and training materials.
- 28. Empathize with the buyer and customer Centralize Microservices serving behavior and microcontent Get fancy with machine learning Lower effort for experts to contribute Layer across the customer journey Lowers effort for buyer and customer to become experts Sift user events stream and tie to customer record Report and Optimize Going Outside-In
- 29. This Is Outside-In Help Content GOOGLE SEARCH (SEO) SALES CUSTOMER RELATIONSHIP MANAGEMENT ONBOARDING / TRAINING /IMPLEMENTATION IN-PRODUCT CONTEXTUAL HELP SUPPORT CHANNELS ACCOUNT MANAGEMENT/RENEWAL SUCCESS CENTER
- 30. Buyer Self-Education. Customer Self-Service. Agent Enablement. Field Service / Distribution Network.
- 31. Content becomes the nervous system of your buyer and customer channels.
- 32. • Content maps by industry, persona and stages • Geographic, demographic and pyschographic data related to products and features
- 33. We just converted three+ cost centers Into a revenue generation engine.
- 37. Self-service, Agent Enablement and Field Service that Generates Revenue • 76% of customers prefer self-service • 60-90% increase in deflection • +10 - +20 Net Promoter Score • 94% of buyers educate online • 2x-3x increase in web traffic • Understand buyer geographics and demographics • Complete customer 360 • Industry, persona and stage based content maps • Improve sales conversion • The always on sales engineer • Users into experts and promoters • Increases up-sell by 10%+ Convert Help Content Into Customer Engagement
- 38. 3 Pillars of Customer Engagement Management One to One Large Enterprise Small-Medium Enterprise Small-Medium Enterprise
- 39. 3 Pillars of Customer Engagement Management One to One Large Enterprise Small-Medium Enterprise Small-Medium Enterprise
- 40. 3 Pillars of Customer Engagement Management One to One Large Enterprise Small-Medium Enterprise Small-Medium Enterprise
- 41. 3 Pillars of Customer Engagement Management One to One Large Enterprise Small-Medium Enterprise Small-Medium Enterprise Many to Many
- 42. 3 Pillars of Customer Engagement Management One to One Large Enterprise Small-Medium Enterprise Small-Medium Business Many to Many One to Many
- 43. 3 Pillars of Customer Engagement Management One to One Large Enterprise Small-Medium Enterprise Small-Medium Business Many to Many One to Many
- 44. Helping leading brands disrupt their industries since 2008.
Notes de l'éditeur
- A new kind of customer enagement that you probably havn’t thought of that’s right under your nose. Like most things new, it’s not. It’s just an new twist on something old. New things are most often just looking at something differently. That’s why tech is so exciting. Automating a little part 200 year old manufacturers to the fastest growing software unicorns are using this to disrupt their markets
- Before I get into this, I’m told it’s good to build suspense. Our background – research
- Launched as open source, swept up in popularity pleasing all, mastering none.
- Some Macro trends that have converged around our interests.
- Only vendor to span all uses and
- Central Point: ONLINE SELF SERVICE HIGHLY IMPACTS: CUSTOMER EFFORT AND CUSTOMER SERVICE QUALITY
- Self Service
- One repository, microcontent, microservices