The Secret Weapon in Your Support Arsenal That You’re Not Even Using
Great support experiences have always been key to building customer loyalty. And with 73% of customers preferring to solve product issues on their own, support interactions are increasingly happening online.
Your Salesforce Community is the number one destination for customers looking to onboard your products, troubleshoot issues, and discover new features, all within an exceptional self-service experience.
But I want to let you in on a secret. There’s one vital piece of your support experience that’s still missing.
You are sitting on a highly valuable asset just waiting for its time to shine: technical product content. And by delivering it in a personalized and unified way to both customers and employees, you can create a complete and personalized self-service experience.
Snooze! Why should I even care about technical product content?
Your company has invested heavily in creating thousands — even hundreds of thousands — of pages of rich technical content. Made up of everything from user guides to manuals, and training materials to API documentation, it is an absolute gold mine of actionable information. Think about it: for every product launch, feature release, or upgrade, you need fresh technical content. By my calculations, that’s — *counts on fingers* — A LOT of valuable content.
This content is painstakingly crafted by your in-house experts and is the ultimate source of truth that explains every single detail of your product.
Okay, I’m intrigued. So what’s the problem?
To their disadvantage, most companies underestimate the value of this content and separate it from their broader support experience. Users can easily access knowledge base articles, FAQs, and community discussions within your Salesforce community. But our unsung hero — technical content — is often locked down within static, hard-to-navigate PDFs, and condemned to eternal solitary confinement in the dusty corners of your corporate site.
By siloing this content from the rest of your support channels, you inevitably create a fragmented and frustrating experience that expects customers to be mind readers and know which kind of content they need to search for, and where.
How can I solve this challenge?
To turn your Salesforce community into a truly comprehensive one-stop-shop for support, you need to consolidate all of your corporate knowledge and allow customers to access documentation, knowledge base articles, and community discussions within your Salesforce community. You can use product content orchestration platforms such as Zoomin to integrate all your company’s technical content from any source (which means you don’t need to arm wrestle different teams to use specific formats and authoring tools) and deliver it seamlessly within your Community.
A unified experience creates a consistent source of product answers so customers and employees can find every possible answer they could need, all in one easily accessible place. When customers can easily find the answers they need on their own, they don’t needlessly reach out to costly support or experience the kind of frustration that so often leads to churn.
But what happens if customers head straight to customer support?
You’re right — some customers will inevitably open a ticket before searching for information on their own. But using the same content orchestration technology, you can proactively suggest personalized content to solve their specific issue, right as they are opening a ticket. This offers just-in-time support that encourages customers to self-serve. (That sound you’re hearing? That’s your support team going wild about not having to answer the same question over and over again!)
But I get it — sometimes customers facing a complex issue just want a real human being to guide them. And they expect the same speed, accuracy, and efficiency of service as automated solutions. Which brings me to the very best part about using content orchestration technology. If you’re a fan of getting double the value from your technology investments you’re going to love this. Ready?
You can make the exact same content available within your Service Cloud to enable your support agents to provide personalized, lightning-fast support. Your agents can get real-time guidance by integrating a smart agent assistant that analyzes each support case and recommends contextually relevant content solutions. They can then easily share with customers to resolve cases. Fast. Simple. Effective. Did anyone else just get goosebumps?
Bottom line
Technical content is a powerful tool that turns both your Community and your Service Cloud into a unified and consistent source of product answers where customers and employees can find all the answers they need, all in one easily accessible place. By making this goldmine of personalized information available to customers and agents, you will create happier customers who can easily solve issues on their own while providing quality service to more and more customers at little incremental cost.
That means:
- Increased case deflection
- Quicker case resolution
- Lower support costs
- Sublime support performance
If you can hear us over the cheers of your support team, Zoomin would love to help take your Salesforce Community experience to new heights. Check us out on AppExchange today.
