To receive the most value out of your MindTouch deployment, it is crucial to have highly engaged stakeholders. Your list of stakeholders should include authors, support agents, sales engineers, partners, and your customers. Some stakeholders, such as your sales engineers, will naturally levitate to your MindTouch site while others may require more work to keep engaged. A customer success newsletter will solve this issue.
Why should I use a newsletter?
By introducing a customer success newsletter, you can:
- Proactively deflect support calls
- Increase stakeholder engagement
- Increase product and policy awareness
- Increase success content and company feedback
- Further align outbound messaging (support, sales, partners)
- Build rapport with your customers and strengthen relationships
- Drive participation and adoption
Who should receive my newsletter?
Depending on your business objectives, you may have a unique combination of stakeholders that in some case require a different level of engagement. The table below provides suggestions for engaging with different stakeholders via a newsletter.
What should my newsletter include?
Your customer success newsletter should focus primarily on knowledge and adoption of knowledge. You want to give your users a sense that your MindTouch site is alive, improving, and very open to feedback. The tone of your newsletter should make users understand that they are a crucial part of your customer success efforts, and that the adoption and success of your site is a result of their input.
You should also mention a channel for feedback, ideas, and questions. For instance, you might want to setup a survey or pose a question for your newsletter readers to address. Simply asking users "What's your most commonly used article?" or "What new articles do you recommend?" provides a way for readers to participate in the your success content lifecycle.
Customer success content activity
In addition to setting the right tone, you should include links to articles that demonstrate that the customer success articles in your MindTouch site are continuously being improved:
- Recently added
- Recently updated
- Most popular
- Highest rated
Highlighting important content activity is important but it does not reflect the adoption and community aspect of your MindTouch site. By highlighting certain user activities, you can reconfirm to your users that their involvement is important. Community activities include:
- Community activity (diagram)
- Popular searches
- Customer feedback (and cycle of your implementing their feedback)
- Guest writers (manual)
- Recommended (manual)
Where do I get the information to populate my newsletter?
MindTouch provides most of the data you will need to comprise a professional and engaging knowledge newsletter.
|Community activity (diagram)||
|Customer feedback (manual)||
|Guest writers (manual)||
Engage your customers, partners and colleagues to write best practices articles based on their area of expertise.
|Recommended (manual)||Hand pick articles that are frequently used in support tickets. Also select articles that address common, recent or large issues.|
Who should write my customer success newsletter?
There are a number of potential owners that stand to benefit greatly from producing a MindTouch newsletter. In some situations, it may even make sense to produce multiple newsletters to target different audiences.
|Customer success manager||
Creating a monthly customer success newsletter for your customers strengthens relationships and builds trust. Steadily keeping your customers informed will lead to:
|Content manager||Creating a monthly or semi-monthly newsletter for your authors helps keep your content consistent, thorough and aligned. Additionally, it can serve as a motivational tool for your authors. Highlighting which authors have the highest rated and most viewed articles can lead to an increase in content quality.|
|Sales director||Creating a monthly newsletter for your sales engineers keeps your sales team aligned with the product capabilities while building technical credibility and expediting the sales cycle.|
|Support director||Creating a weekly or semi-monthly newsletter for your support agents ensures that your agents share the most recent information with your customers. Regular agent updates increases agent alignment and builds agent credibility with your customers. Ultimately leading to increases in customer satisfaction and decreases in mean time to resolve (MTTR).|