Episode 020 - Case Deflection and Building Online Community for Supporting your Customer Product Questions
Summary
Chris Detzel and Michael Sandoval talk about self-help. We believe that B2B customers prefer to self-serve in this digital age of the customer. Building an online community can help with this. We discuss the intricacies of what it takes to build a community that helps with support and what it takes to build a case deflected community. We also believe that if you are not on the first page of Google, when a customer asks a question about your product, you lose. On the other hand, if a customer searches on Google and does get the answer to the question they have about your product, then you win.“With community, there’s a lot of opportunity from a digital standpoint, whether it’s helping your customers, powering SEO, or answering more questions.” Chris Detzel
“Without community, we would be in the exact same place as we were before – not really understanding our customers. We want to be where our customers are, and community allows us to help customers the way they want to be helped – in a digital way.” Chris Detzel
“I want to make our community a hub using integrations, so that if customers want to create a case or look at technical documentation, it’s seamless for them. That’s a great digital customer experience. Instead, in a lot of companies like ours, customers have to go here, there, and everywhere to get some information. I see community as being that place that’s right in the middle.” Chris Detzel
"Let's understand where the community plays in the support story of your product." Michael Sandoval
Chris on Linkedin: https://www.linkedin.com/in/chrisdetzel/
Michael on Linkedin: https://www.linkedin.com/in/msandoval2/
Twitter: @PeersBeers
“Without community, we would be in the exact same place as we were before – not really understanding our customers. We want to be where our customers are, and community allows us to help customers the way they want to be helped – in a digital way.” Chris Detzel
“I want to make our community a hub using integrations, so that if customers want to create a case or look at technical documentation, it’s seamless for them. That’s a great digital customer experience. Instead, in a lot of companies like ours, customers have to go here, there, and everywhere to get some information. I see community as being that place that’s right in the middle.” Chris Detzel
"Let's understand where the community plays in the support story of your product." Michael Sandoval
Chris on Linkedin: https://www.linkedin.com/in/chrisdetzel/
Michael on Linkedin: https://www.linkedin.com/in/msandoval2/
Twitter: @PeersBeers
Facebook: https://www.facebook.com/peersoverbeers
Creators and Guests
Host
Chris Detzel
Chris is a versatile Digital Community Strategist with several years of experience. He has owned community vision, strategy, and execution. He is responsible for leading the development and execution of community engagement programs, creating compelling content for customer communities and acts as the voice of the customer. He believes that data should drive decisions as it is the key element of any long-term successful strategy.