Partner enablement webinar: Contentful's knowledge base solution

Transcript

1. Knowledge Base Solution Partner enablement webinar
2. Housekeeping • This webinar is being recorded; we will share the recording and slide deck with all registrants after the webinar • Please add your questions in the Q&A box and we will answer them during the Q&A session at the end • To get in touch, write to us at partnerships@contentful.com Before we dive in... 2
3. Speakers 3 Johanna Hyde Sr. Product Marketing Manager Contentful Dan Ganancial Sr. Partner Marketing Manager Contentful
4. Topics 4 • What is our Knowledge Base solution? ◦ Why it matters ◦ Top customer pain points • Pitch The Solution ◦ Customer examples • Know the narrative • Buyer Personas • Why This Matters ◦ Benefits to customers ◦ Benefits to partners • Reference Materials • Next Steps / Q&A
5. Empowering our customers to better SERVE their customers with... Easily SEARCHABLE answers, via extensible, OMNICHANNEL experiences such as... Knowledge bases, support portals, help centers, documentation pages, FAQs, customer & partner portals, learning centers, and more. What is our Knowledge base solution? 5
6. Service Leaders 57% improving CX is a high or critical business priority Consumers 60% of US consumers prefer automated self-service Costs $22M unnecessary service costs Competition 62% will churn because of poor customer service 6 Why do self service and omnichannel experiences matter?
7. S O L U T I O N Help & Support I N D U S T R Y Technology R E S U L T S • Single source of truth to manage content for a growing list of support services: help & technical documentation, FAQs, help articles, product documentation and evaluative resources. • Reusing content for in context JIRA platform help in the product itself • Governance such as teams, tasks, and roles & permissions support their collaborative workflows Replatform help & support to purpose built, modern stack From 2 weeks to 5 minutes to change the capitalization of JIRA to Jira across 20,000 pages of content ↓
8. Microsoft 8 Partner Portal & Training Library
9. Internal silos & complexity • Disparate content sources • Disconnected teams, workflows and systems • Waterfall processes Proliferation of channels • Creating consistent and up-to-date omnichannel digital experiences Broad spectrum of customer intents • Creating self-service experiences that support every stage of a customer’s post-purchase journey 9 Top Customer Pain Points
10. 10 Pitch the Solution 10
11. Why Service Leaders Choose Contentful 11 Omnichannel Reuse content across sites and channels (and devs love it) Better SEO & CX increase traffic and engagement Self service experience with searchable content and seamless ticketing Optimized sites & apps Extensible
12. Knowledge Bases Powered by Contentful 12
13. S O L U T I O N Knowledge base I N D U S T R Y Transportation R E S U L T S • Web and mobile Help Centers for all major markets powered by Contentful • Reusability of content across audiences: driver, rider, and call center support • Easily manageable content: all articles for drivers and riders to find commonly asked questions in a single repository • Advanced keyword search capabilities Consistent self-serve, omnichannel experiences ↓ Drastic reduction in time and resources spent updating and maintaining consistent answers across audiences
14. S O L U T I O N Knowledge base I N D U S T R Y Telecommunications R E S U L T S • 9.2% decrease in visitors entering the website at the Contact Us page • 10% increase in article traffic from within the website • 10.2% decrease in support visitors that go to the Contact Us page • 17.5% increase in article traffic from organic search • 100% increase in visits from the Contact Us page to the TELUS support experience • 9% reduction in overall support costs Redefining customer care with optimized digital support 9% Overall reduction in support costs
15. S O L U T I O N Knowledge base I N D U S T R Y Financial Services R E S U L T S • From completely hard coded Help Center and .com to easily searchable answers with Algolia including FAQs with setup instructions, product walkthroughs and more • Integration with Zendesk allows for easy triage and ticketing workflows minus the context switching • Increased innovation & sophistication: now teams can test and experiment on visuals, without wasting dev hours Seamless & extensible customer support experiences Decreased time on content changes; went from one month to just minutes ↓
16. 16 Putting it all together 16
17. Customers are the most valuable asset • Digital products should serve, not just sell • More offerings mean more questions Omnichannel, self-service is the new benchmark • The research shows customers want self service • Not just finding the right answer but in the right format, on the right channel Headless isn’t enough • Building Knowledge bases require teams to collaborate, manage users, and evolve the content model over time Why we win • Searchable content (Elastic search, Algolia) • Integrated ticketing workflows (Zendesk, Jira) 17 Know the Narrative Knowledge base
18. 18 Buyer Personas Knowledge base
19. Who Tying motivations to value Product Managers/ Platform Owners Ex. Director of Engineering, Clover Ex. Senior IT Product Manager at Atlassian Ex. Team Lead, Digital Traffic Optimization & Support at TELUS Digital For technical teams and stakeholders who value: • “Time and trust from their organization” • “Ability to deploy changes as often as needed” We deliver: • Ease of use • Flexibility • Speed Technical Champion 19 Business Influencers Technical Influencers Executive Sponsors
20. Example titles Tying motivations to value Customer experience, success, & support Ex. Content Strategy Manager, Clover Ex. Content Optimization Manager, Atlassian Improve operational performance and customer satisfaction (CSAT/CX) by improving: 1. First contact resolution (FCR) 2. Overall ease of resolution 3. Ease of contact (choice and accessibility /self service) 4. Net Promoter Score (NPS) (customer advocacy including positive referrals/feedback) We deliver: • Flexibility • Governance • Extensibility Business Influencers 20 Champion Technical Influencers Executive Sponsors
21. Executive Sponsors 21 Champion Business Influencers Technical Influencers Example titles Tying motivations to value Technical champions’ and business influencers’ bosses Ex. VP Growth, Clover Ex. Head of IT, Atlassian / Head of Content Design, Atlassian For Executives who value: 1. Increase revenue 2. Increase Customer Experience (CX) / Customer Satisfaction (CSAT) 3. Lower costs 4. Increase Operational Efficiency 5. Recruit & retain talent We deliver low risk, fast, flexible, future proof content infrastructure.
22. 22 Why This Matters 22
23. Benefit to Customers 23 Increased competitive advantage Increased customer lifetime value Increased customer advocacy & brand loyalty What they get
24. Benefit to Customers 24 What they eliminate Reduce time & resources spent updating and managing multiple content repositories Reduce customer pain from friction with adoption, returns, exchanges, finding answers to questions and processes, etc. Eliminate inconsistent answers across in store and digital experiences
25. Technology Lower operational & maintenance overhead We handle the updates, bug fixes, security and compliance People Automate redundant tasks Allow experts to focus on high value work Reduce attrition Process Time and cost savings from eliminating inefficient, bloated workflows Higher productivity and employee satisfaction 25 Quantifying the value to customers
26. Benefit to Our Partners 26 Create pipeline for expansion opportunities (drive demand for additional solution opportunities within your customer base) Strengthen your agency value as a thought leader (your customer base is already thinking about the end-to-end customer journey … establish your agency as a leader in knowledge base solutions) Increase potential pipeline with new offering (provide a new touchpoint for your sales team to engage with prospects)
27. 27 Reference Materials
28. 28 White Paper
29. 29 Solution Brief
30. 30 Content modeling: Practice Makes perfect - How Clover’s content infrastructure works for both editors and developers • Who’s it for? ◦ Devs, Admins, Content Modelers • Speakers: ◦ Senior Software Engineer, Rachel Church ◦ Developer Evangelist, Amelia Winger-Bearskin • Watch it on-demand ◦ https://www.contentful.com/resources/content-modeling-pra ctice-makes-perfect-webinar/ Clover Webinar
31. 31 In Summary
32. • Consumers today want easily discoverable, consistent answers (read: searchable, relevant) in the channels and touchpoints they like best (read: omnichannel experiences) • Knowledge bases powered by Contentful are: ◦ Omnichannel - so that service teams can easily update and reuse content ◦ Optimized - so that SEO traffic and engagement with users is improved ◦ Extensible - so that engineers can combine purpose built tools like Algolia for search or Zendesk for ticketing to create superior customer experiences Customer Stories • Ex. Telus reduced overall support costs by 9% • Ex. Atlassian went from 2 weeks to 5 minutes to make a change across 20,000+ pages • Ex. Clover decreased time on content changes from 1 month to just minutes Takeaways If you remember nothing else... 32
33. 33 • Have a prospect or customer that could benefit from this Knowledge Base solution? • Contact your Partner Manager or reach out to partnerships@contentful.com Next Steps 33
34. Questions?
35. Thank you