How MindTouch Improves the Customer Journey With Touchpoint Surveys
Customer Stories / MindTouch
Benefit of Wootric in-app and e-mail surveys:
- Using three simple microsurveys helped prioritize both product and service roadmaps
- Different channels (email and in-app) allow for targeting of different personas for deeper understanding
- Integrations, like ZenDesk, gave respondents context (support ticket number) and improve feedback about support
“With Wootric, we quantify how many customers have a common experience. As a result, we can start to understand the impact of CX on our business and prioritize projects more effectively.”
MindTouch provides a cloud-based, AI-powered knowledge management platform that drives customer self-service, agent assistance and case deflection for organizations of all sizes and industries. As company growth accelerated, Amy Etheridge was tapped to develop a customer advocacy function to look after the customer experience as a whole.
Challenge: Understand and optimize the customer journey using customer feedback
A veteran customer success professional, Amy knows how critical customer interactions are to retention. For MindTouch, three of the most impactful interactions are self-service help documentation, support cases, and onboarding. Having the right question asked at each of these points promised to turn up nuanced insight that would mean vast improvements in customer happiness.
“We’re setting up our company for growth at this point. We needed this department so that when we grow, we have a plan that ensures the customer experience is the best it can be, and as we’re growing, that we’re not losing sight of the customer and their feedback.”
Unfortunately, her existing customer feedback platform was not customizable or flexible enough to ask the right question at the right journey point, so she sought a new CX technology partner.
“We were receiving those pieces of feedback as one-offs and we were not doing a very good job of understanding prioritization and overall business impact. The program we set up with Wootric allowed us to get a much better picture of how to do that effectively.”
Solution: Map the right survey question (NPS, CSAT, CES) to the right journey point
MindTouch wanted to ask the right question at the right time, and that’s Wootric’s specialty. We drew up a plan to deploy surveys at three key customer journey points: in their self-service support center, after a support case closes, and a check-in after onboarding.
With Wootric, MindTouch was able to survey in different channels to get higher response rates.
In order to capture useful feedback in their Success Center, it made sense to ask the Customer Effort Score (CES) question to customers right in the MindTouch application. On the other hand, emailing customers a Customer Satisfaction (CSAT) survey upon case closure made the most sense. In addition, the Wootric-Zendesk integration enriches the emails with the ticket number in the subject line. This gives customers more context so they can provide better feedback.
Even with such a sophisticated program planned, implementation was fast.
“We needed to get up and running fast. And we were able to do that! The set up was really easy. I pretty much had the first survey up and running within four days of getting the platform.”
The customer advocacy department uses Wootric to quantify issues and prioritize improvements. Integrations then automatically send feedback to other teams for follow-up and action. For example, once a customer answers a survey, their response is automatically pushed into Salesforce for CSMs to see. The customer success team can see how their accounts are doing at a glance and use feedback to inform their check-in conversations.
Results: Tactical & strategic shifts improve customer satisfaction
Deploying a Customer Effort Score survey as customers accessed self-service support with MindTouch has helped Amy and the customer advocacy team understand the effort that customers go through and provides insights into usability. Having CES measured there also helps CSMs predict the likelihood that a customer will stay with MindTouch and their potential for expansion.
Using Wootric to ask the right question at the right time resulted in immediately actionable insight. For example, by asking how satisfied customers were after a support interaction and why, Amy and her team were able to learn that customers much preferred to have a quick response to waiting for a response with a full resolution.
“Intuitively, you might assume that people want resolution. In our case, the feedback we received through Wootric showed us that just wasn’t true. Instead, we tightened up how quickly support responds to customers. That’s when we saw a .5 point increase in CSAT. Our dashboard now shows comments along the lines of ‘Thank you for responding so quickly, even though there was not a resolution, you all were on top of our case.’”
Insight from Wootric NPS feedback helped Amy understand that customers that purchased custom solutions needed more assistance. After turning up this insight, MindTouch started a new professional services division. Offering professional services has turned out to be the right move as MindTouch continues to grow and offer more tailored, custom solutions.
MindTouch continues to monitor the customer journey, refining their Voice of Customer program to evolve the excellent customer experience that they are known for.
Head of Customer Advocacy
Improve customer experience, starting with three key touchpoints.
Lacked a technology partner that could customize surveys, quantify feedback to understand prioritization and business impact.
- Significant increase in CSAT using insights from customer feedback
- Deeper understanding of customer personas
- System in place to maintain customer centricity