How can you get into the mind of your customers? MindTouch, the company that's trying to redefine the help center, has released two updates for better understanding of customers.
The company, founded by two ex-members of Microsoft's Advanced Systems Research Team, describes the occasion when customers reach out for help – when they obviously want to use your product, but just don't know how – as an opportunity.
Left 'Shaking Our Head'
"We’ve all had exceptional product help experiences that make us want to buy more products from the vendor," the company states on its website. "Unfortunately we’ve all also had experiences that leave us shaking our head, deciding to never again do business with a vendor. MindTouch cares about making our customers exceptional at product help, in part by creating vibrant communities around their products [with a] social help system that includes a knowledge base, help center, ticketing integration and a help button."
One of the new updates, called HelpRequest, offers new usage reporting by channel that measures if a customer's request for help is a page view, a search query, a PDF document generation or a file download.
"Each of these actions constitute a unique unit of help delivered to the user," MindTouch CEO and co-founder Aaron Fulkerson told CMSWire. "HelpRequest is important because, by being able to identify where a customer is deriving the most value from a product, businesses can improve their customer engagement strategies and increase their Net Promoter Score." The Net Promoter Score is a measurement of how likely a customer is to recommend your company.
A screen from HelpRequests
In short, Fulkerson told us, "MindTouch customers now know exactly where they're getting value – by channel."
The other new feature offered by MindTouch is Customer Insights, where users of its platform can see such customer behavior as what they've searched and viewed.
"This often helps the agent understand what the customer is asking," Fulkerson said. It also lets the agent avoid the faux-pas of sending "an article the customer is currently looking at or just looked at.
"After all," he said, "that's annoying."