Customer KB

Customer Knowledge Base Solution

The Customer Knowledge Base (KB) centralizes customer-related information, intake, news, and processes making it easier for the organization to both secure and leverage customer-authorized win stories, logos, case studies, and references. This Solution enables your Marketing and Sales teams with information on the customer base that only customer-facing teams typically have access to and provides an area for cross-functional collaboration on new customer stories.

Solution Overview

Business challenges 

  • Knowledge Management (Primary)
  • Collaboration (Secondary)

Owners and audiences 

  • Account Managers (Owners)
  • Marketing (Audience)
  • All employees (Audience)

Business value

Customer experience is the driving force in retention and satisfaction in today's competitive market. Knowing your customer enriches their relationship with your business and sets your company apart. The Customer KB makes the collection of customer information easy with a dedicated area to consume and submit customers wins. Use the intake Forum to encourage the sharing of customer win stories, ROI results, and quotes which your Customer Success and Marketing teams can moderate, prioritize, and turn into meaningful sales assets.

The Customer KB provides sales with positive customer stories and references to improve close-rates, and improve pipeline generation by supplying Marketing with a steady stream of customer insights and ROI data. Use the Customer KB to keep your customer stories current and reduce unauthorized use of customer information. This centralized destination for customer assets makes it easier than ever to source approved materials. Plus, with the ability to follow assets and customer news, key stakeholders can ensure they're always up-to-date on what can and can't be used externally. 

Key features 

  • Label filters search enhancement
  • Call to Action widgets
  • Win Story Wiki Channel
  • Templates for win stories, case studies, and testimonials
  • Moderation for prioritization and review
  • Download case studies from the Folder Channel

Screenshot

SolutionScreenshots_CustomerKB.png

Business Outcomes

Measuring success

The Customer KB is designed to solve business challenges related to knowledge management. Ensure your Customer KB Solution delivers the results you need by measuring its success using key performance indicators (KPIs). These outcomes should focus on addressing knowledge management of your win stories, logos, case studies and references to your customers.

Key outcomes

Measuring against KPIs specific to the Customer KB allows you to determine: 

  • What content is being utilized for reference and communication with customers? 
  • What tactics have been successful in engaging with customers in the past? 
  • What trends are evident in customer close rates and pipeline generation?
  • What assets are available to generate ROI data and insight into customers' journeys? 
  • Who are the key SMEs per customer account/industry? 

Key goals and objectives 

Some key goals and objectives to keep in mind when determining KPIs for your Customer KB include: 

  • Increasing effectiveness in ongoing account management
  • Fostering a culture of engagement
  • Driving consistency of customer service 

Business processes

You should incorporate your Customer KB Solution into your existing internal business processes. Think about what processes, policies or procedures might have to change or be updated.

  • Do SOPs need to be updated? (e.g. adding extra step of writing win story at the completion of a deal)
  • Are there processes that need to change? (e.g. how to work through providing access to customer content available for use)

Key areas 

Some key areas to pay close attention to when measuring the success of your Customer KB include: 

  • Customer KB homepage 
  • Win story channel template
  • Search capability
  • Testimonial content 

Recommended KPIs

Below are some recommended KPIs for measuring the success of your Customer KB Solution. Keep in mind that some of these recommended KPIs will align with your organization's goals and objectives, while others may not. It's critical to align KPIs with your unique goals and objectives to accurately measure success. 

  • X% decrease in the number of inquiries sent to Sales related to customer details
  • X% decrease in the number of inquiries related to customer deals
  • X% increase in the number of views of posts in the Testimonials Blog Channel 
  • X% decrease in the number of emails sent to Sales team members regarding customer details or deals
  • X% decrease in the number of outdated Sales and Customer Assets available company-wide (version control)
  • X% increase in the number of documents posted in the Case Studies Folder Channel
  • X% decrease in the number of instances of inconsistent Sales approaches/agreements
  • X% increase in the number of document downloads from the Assets Library
  • X% increase in the number of Contributions (Likes, Comments, Ratings) to posts in the Testimonials Blog Channel
  • X% increase in the number of views of posts in Win Stories Update Channel
  • X% increase in the number of views of Folders/Files in the Asset Library
  • X% decrease in the number of times outdated Sales templates or assets are used (e.g. PPT templates, letterhead, logos, etc.)
  • X% decrease in time spent maintaining and updating customer stories
  • X% decrease in the time spent capturing consistent sections of customer stories

Note: KPIs are generally time-based and should be evaluated and/or modified on a specific cadence (e.g. quarterly).

Solution Roadmap

Implement

The Customer KB Solution comes with a pre-configured template. Our Consultants and Configuration Specialists use this template as the baseline for your implementation. The focus of the implementation is on design, configuration, content, and training.

These are the major implementation initiatives for the Customer KB Solution:

  • Site architecture: Review the Solution architecture.
  • Homepage: Surface the most important content and updates within the Solution on the homepage to provide an at-a-glance view and easy access to relevant content.  
  • Site map: Update the site map based on mutually agreed to modifications (e.g. moving, deleting, adding pages and/or applications).
  • Configuration: Update the Solution configuration settings.
  • Users & Groups: Add groups and users to the Solution.
  • Content: Add content (e.g. channel templates to ensure consistency, archive content from existing customers, win stories, testimonials) and apply permissions.
  • Design: Apply the visual design to the Solution (e.g. global CSS changes, header, footer, banners, icons).
  • Testing: Do a quality assurance sweep of the Solution (e.g. broken links, navigation, permissions).
  • Training: Train key stakeholders on the Solution (e.g. Sales, Marketing, Corporate Communications) through engaging, easy-to-consume content.

Drive engagement and adoption 

Once you've determined the architecture and the content that will live in your new Customer KB, it's time to get ready to launch, engage, and evolve. Use the recommended tactics below to successfully launch your Customer KB, maximize adoption, drive engagement, and expand the Solution for long-term success.

Launch 

  • Create a content plan: Define Subject Matter Experts (SMEs) and communicate ownership of Customer KB areas, types of collateral, etc., then create a maintenance schedule and content plan that is updated by the assigned plan owner.
  • Showcase a "Feature Customer": Feature customers who have success stories, case studies, etc. to give users some valuable and engaging content at launch. 
  • Add new content: Make sure to have content before launch to engage on day one and to showcase the type of content that can be found in the Customer KB 
  • Set expectations: Create Standard Operating Procedures (SOPs) for customer teams to gather customer testimonials, etc. 

Engage

  • Follow your content plan: Ensure your content is fresh, relevant, and accurate through regular maintenance and the addition of new content as needed. Following your content plan is crucial for a robust KB.
  • Leverage champions: Recruit and leverage customer-facing champions to advocate for use of the Customer KB.
  • Aim for consistency: Use Channel templates to create consistent content, reducing the burden on content creators who will be able to just follow the template.
  • Make it fun: Create fun competitions to incentivize teams to add new content. Encourage employees to work with you Champions to create content. 

Govern

This Solution should be managed by the team who closes deals and actively engages with customers and prospect customers (i.e. Sales, Customer Success, Account Management and Marketing)

  • Align with your brand: Align the Solution with your corporate branding guidelines. 
  • Update your communications: Celebrate key wins and customer news to ensure the Customer KB is a lively and active space.
  • Review regularly: Perform quarterly reviews of Customer KB content to ensure the right materials are being used and to keep content relevant so customer needs are being addressed using the latest resources. This will help your Sales and Marketing teams to respond quickly to market changes.

Evolve

  • Expand actions and workflows: Add supportive content, instructions, and assets to enable customer-facing employees to request customer referrals, use of customer logos, etc. Implement workflows to submit collected information for publication in the Customer KB.
  • Include RSS Feeds: Pull in external info from news sources where customer stories are provided. 
  • Expand to include partners: Bring on partners to share stories of mutual success. 

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