What are the top content assets that your CS team utilizes to help customers adopt the product?

The best type of content for a customer is dependent on their technical abilities, learning style, and end goal. Because of this, it is important to provide the right content for the right person at the right time. Here are some examples of the top content assets based on role:

• Technical Users. If you have a client who is very technical with hands on keyboard, you want to provide them with technical specifications for how the product works and/or API documentation so they can be self-sufficient and customize the product to their needs.

• Non-Technical Users. This role type covers a wide breadth which can include marketers, field users, or operational teams. I find that how-to guides with step by step instructions work really well for this audience in addition to video content walking them through various features or functionality.

• Executives. While this persona is less likely to be in the product on a day to day basis, it is important that they understand the value it provides to their business through analytics and reporting.

1. Best practices framework

Purpose: This is the framework for how we talk about Gainsight’s value proposition and ideally this begins in the sales cycle to understand the business challenge that brings a prospect to us in the first place

Usage: Our value realization program, commonly known as Operationalizing Outcomes or O2, enables our customers with the building blocks to quickly define and achieve value with Gainsight. Depending on the outcome our customers like to achieve, we have a set of metrics that will be how we measure their return on investment. And a set of workflows that we’ll put in place to help make progress on those metrics. 

2. Tutorial Videos

Purpose: Visually demonstrate how to use the product or its specific features. Video tutorials are especially effective for visual learners and can simplify complex processes.

Usage: These can be shared during initial onboarding, embedded within the product, or made available through a help center.

3. FAQs

Purpose: Address the most common questions and concerns that users may have, providing quick and easy answers.

Usage: FAQs are crucial for self-service support, helping to reduce the volume of basic inquiry tickets to customer support.

4. Knowledge Base Articles

Purpose: Offer in-depth explanations and solutions for various scenarios, including troubleshooting steps, advanced feature usage, and best practices.

Usage: Users often access the knowledge base when they encounter issues or want to explore the product more deeply without reaching out to support.

5. Webinars, Live event recordings and Live Training Sessions

Purpose: Engage with customers in real-time to provide training, showcase features, and answer questions directly.

Usage: These sessions are great for interactive learning and can be tailored to different segments of users, from beginners to advanced.

6. Case Studies and Success Stories

Purpose: Illustrate how other customers have successfully implemented and used the product to achieve their goals.

Usage: Case studies can motivate new customers during onboarding and inspire existing customers to explore new ways to use the product.

7. Email Newsletters

Purpose: Keep customers informed about product updates, new features, tips for success, and upcoming events.

Usage: Regular newsletters help keep the product top of mind, encourage ongoing engagement, and ensure customers feel connected to the ongoing development of the product.

8. Community Forums

Purpose: Foster a space for users to discuss the product, share tips, solve each other's problems, and provide feedback directly to the company.

Usage: Forums can enhance customer loyalty and provide a wealth of peer-to-peer support, which can be a rich resource for both users and the CS team.

9. Onboarding Checklists

Purpose: Guide new users through the initial setup and basic functions of the product, ensuring they don’t miss critical steps.

Usage: These checklists are crucial in the early stages of customer onboarding, helping to establish a foundation for successful product use.