When customers engage with your company’s product documentation and self-service support knowledge, they’re doing so much more than viewing a single piece of content. They’re sending valuable signals about their experience.
When captured properly, these so-called “CX signals” are an opportunity to take what the customer is telling you and turn those data points into actionable insights that drive improvements—not only to your knowledge content, but to key pieces of your customer experience, too.
Listening and responding to CX signals is a core part of the MindTouch approach to knowledge management. In response to valuable feedback from our own customers, we’ve introduced a rich suite of customer experience analytics into our platform, analytics that capture customer experience data points from across your product documentation and self-service support knowledge.
What is MindTouch Customer Experience Analytics?
What we’ve found is that self-service experiences—powered by product documentation and knowledge—are not static and they’re not just transactional. They create lots of useful data that helps connect self-service and support content with broader CX indicators.
Put differently, having content to address common problems, questions, and issues that customers might have is all well and good; however, that content can also indicate deeper flaws in the customer experience that need attention.
That’s the foundational idea behind MindTouch Customer Experience Analytics: a company’s self-service experience, it’s support and product knowledge, is a medium through which powerful CX signals can be inferred and acted upon to improve CX.
With this in mind, we’re rolling out three new reports to capture this important data, each one available to MindTouch-powered sites running the latest version.
Overall, what condition is your self-service experience really in? Across the various experiences that comprise it, from your product documentation itself, to the ticket submission form, how effective is self-service in preventing and deflecting support tickets? And what kind of support cost savings is your self-service contributing to?
To help answer these questions, the Self-Service Report provides a few key data points:
- Self-service success ratio: Shows you how many people are getting what they need when coming into the MindTouch-powered site versus the amount of people coming into the site without resolving their problem (and who end up submitting a ticket).
How many started to fill out a ticket and how many actually filled out that ticket? If the ratio of interactions with MindTouch-powered channels is very high compared to submitted tickets, for instance, you can reasonably conclude that your self-service is effective.
- Ticket deflection cost savings: If you know the average cost of a certain type of ticket, for example, you can use the Self-Service Report to calculate support savings attributed to ticket prevention/deflection over a given period of time.
What does the Self-Service report tell you about your CX? Unfavorable metrics could indicate that knowledge is lacking in a key area, or that a self-service experience could be improved so customers can self-serve better. From there, you can use the Page View report to dig deeper and look at specific engagement metrics to identify the source of the issue.
Page Views Report
The MindTouch Page Views Report shows you how customers are interacting with your content on a more granular level—to see how effective your content is by getting insight into what your customers are looking at and where they’re spending the most time.
For example, you can view content-level metrics based on the use profile, topic area, or product line. To this end, Page View reports help answer a number of important questions:
- What do customers need help with the most?
- What are specific segments of customers looking at?
- How are customers interacting with the content?
- Which pages engage a larger audience?
- Which pages are essentially ineffective and need to be improved or removed?
While the Page Views Report can certainly reveal content gaps and inform targeted improvements to your knowledge content, the data in this report can also help reveal improvements to internal processes, or even the product itself.
Path Completion Report
You might already use MindTouch Paths to guide customers through a knowledge journey, such as how to get started with a new product, or onboarding for support agents.
The Path Completion Report helps you understand how your readers are engaging with your Paths so that you can increase customer success in your knowledge base through data-driven content improvements.
As a feature, Paths are about better CX at their core: rather than throwing a bunch of unstructured, disorganized knowledge content at customers, Paths help you guide them through a set of tasks or learning process in sequence and in a personalized way.
The Path Completion Report reveals how you can improve your content to provide the best possible Paths possible based on how actual customers are engaging with them.
With the Path Completion Report, you can:
- See how customers interact with the Paths you create
- Make data-driven decisions on which Paths and pages need to be improved
- Improve efficiency by spending time improving the right things (no more guessing)
- Optimize content for best learning/usage
- Improve customer experience by presenting information the way customers expect view it
Just the beginning
The introduction of new Self-Service, Page Views, and Path reports lays the groundwork for more new features around improving CX. The MindTouch Product team plans to continue expanding Customer Experience Analytics to include additional reports and more data that help inform improvements to your customer experience, so do stay tuned.
In the meantime, I encourage you to contact us today, or reach out to your dedicated Customer Success Manager directly, to learn how your support, service, and knowledge teams can begin using Customer Experience Analytics today.
Learn more about Customer Experience AnalyticsVisit the success center