This article has three main sections: Watch, Assess, and Understand. Each walks through the importance of the communication that individual departments are responsible for during the customer journey.
Watch – View the following video with these questions in mind.
How many solutions does your company have for supporting the entire customer journey (pre-sale to renewal)? I’m talking about marketing assets, sales enablement, training and onboarding material, support and technical documentation, etc. And that’s just for your customers, what about internally? How many different internal tools are used to train and support the company’s employees? How many have access or know how to use them?
Product and Engineering, Marketing, Sales, Support, and Customer Success all need to know what the customer wants to understand, how they are obtaining that information, and why.
The more knowledge you have surrounding your customers, the more powerful your role and your company become. The deeper the customer’s understanding of the product and the brand, the more empowered they are using it and recommending it. Since knowledge has to be communicated, doesn’t it make sense to eliminate as many barriers between creation and consumption as possible? Yet many companies still produce and then store their knowledge in disparate silos, creating content in one tool (or more), translating in another; localizing in one place, then hosting somewhere completely different. And for some companies that goes for both internal and external use cases.
Video & Editing by Ari Hoffman and James Brown Media
Assess – Enabling friction-free and familiar two-way communication between the consumers and creators of content allows each department to positively affect a customer’s journey to mastery.
To assess how this applies to your role, boil the customer journey down to three simple phases:
- Research: Does your company’s solution fit?
- Whether they are looking into your company or simply stumble upon it while performing a Google search or talking to a peer
- Buy: Does the value justify the spend?
- The information and time needed for making a decision on whether to go with you or a competitor
- Succeed: Can the customer use it well?
- The knowledge and support a customer needs to master using your product or service, leading to renewals, upsells, and ultimately brand-loyal promoters
Which phase does your role exist in? Do you overlap several phases? Do you cover the entire customer journey? If so, you know how many tools you have to use on a daily basis just to deliver an understanding of what you do? The more efficiently and objectively (using analytics/reporting) you can understand the portion of the customer journey you cover, the easier it is to deliver value, and the stronger your role at the company becomes.
Understand – MindTouch allows you to use one Success Center to create and deliver the information where the company’s customers and employees are during the customer journey; a CRM, a Support ticketing software, or even in the product itself.
MindTouch optimizes the same content needed for sales enablement as it does for product documentation, with a feedback loop that allows customers and employees to communicate directly with the company through both content rankings/reviews and user event data that yields actionable insights. This is all accomplished while providing a robust permissioning structure to control who creates and consumes at different stages of the journey and in different channels.
Simplify the customer’s journey while increasing your value to the company today. And with the content you already own and create daily.