Alisa Conboy, Director of CX at DocuSign, told us about how she would get so energized at past LavaCons and go back to the office ready to change the world--only to get hit by reality.
Our north star, idealized goals, were personalized use assistance, in-product intelligence, automated content delivery, and analytic insights.
Reality: Zero budget, limited skillset, and no leadership sponsorship.
So we all suffer. Customers struggle, team morale suffers, and the company pays the price. Customers judge perceived value based on content.
Our options are to wait, or to not wait and adopt a DIY attitude. Look into our toolset and figure out what to do.
Projects selected included home page update, new "landing" page, content debt reduction, an enhanced feedback tool, and Google optimizations.
$12M support cost savings, not from case deflection, but from just when support could point to existing content and close the ticket.
The numbers got executive attention. It built credibility and trust, unlocked cross-team collaboration, and got invited to the "table."
Learned that adaptability is king, less is more when pitching an idea, build credibility from small wins before asking for more, and partnerships add power.
And it unlocked our future.
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