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Ben Lee is Catalyst's very first CX Program Manager. He is responsible for building out various Digital Customer Success programs to help supplement our amazing CS team while providing efficient and meaningful self-serve resources to our customers at scale.
In this article, I’ll be focusing on content creation for Digital CS programs. If you recall from my previous article, I briefly mentioned that sending support articles isn’t ideal if you’re hoping to change product behavior. I’m not saying this type of content isn’t helpful at all, but if your goal is to effectively sell someone on doing something (e.g. adopt a feature), you should include context — and most support articles typically focus on the technical how-to rather than the reason why they should do it in the first place.
So, if not support articles, what sort of content should you use in your Digital CS programs? To answer this question, you’ll need to have done your discovery beforehand (covered in my previous article) so you are crystal clear on the major pain points and core outcomes your customers care most about. Also, think about the repetitive topics CSMs have to constantly address, and use that to influence your Digital CS content as well so you can help them be more efficient and intentional with their limited time while enabling customers at scale.
Once you have these insights, you can plan backwards and craft content that speaks directly about the pain points your customers are hoping to solve and outcomes they’re hoping to achieve with your product.
Examples of Digital CS content:
Note: If you’re wondering what tools can help support your Digital CS content, feel free to reference my tech stack, which I outlined in my previous article.
Change management is hard. So to increase your likelihood of success, always contextualize whatever it is you’re promoting, around the outcomes your customers actually care about within their respective roles.
Stay tuned for the next article in this series where I’ll focus on data infrastructure and hygiene and why it’s important to have a strong foundation in place before engaging your customers.
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