MindTouch, SAP Demonstrate Engagement Across the Customer Lifecycle Using Content
by Barb Mosher Zinck | February 19, 2015 11:30 am
It’s been a good year for MindTouch. A company I’ve been watching for a number of years now, it never ceases to amaze me the places it goes and the partnerships it builds.
MindTouch offers a product experience platform (although they don’t really call it that). I wrote about it in 2013 when the latest version was released. It’s all about helping brands manage and share content with the right people at the right time, whether it’s sales and marketing, support or customers themselves. From that article,
“The idea is pretty straightforward when you think about it. Every time you help someone find the information they need, or you solve a problem someone is having, you have all this knowledge that you can share with others, whether that’s other support people, people in sales and marketing, or the customer themselves through self-help tools.
And, if you can leverage all the knowledge you have on your customers – in your CRM system, on social networks, etc… – you can offer better proactive support going forward by provide contextual product information.
Essentially, using a platform like MindTouch’s Product Experience (PX) Platform, you offer better proactive support to your customers.”
It’s a specific implementation of a web content management platform mixed with a strong social capabilities, intelligence and analytics. MindTouch’s platform is , and in 2013, it also announced a partnership with SAP that saw integration with several cloud services.
Engaging Employees, Customers with Knowledge
Today MindTouch and SAP have taken that partnership to a new level, one in which SAP will resell MindTouch under its own umbrella of services, calling it SAP® Knowledge Central application by MindTouch. What this means is that SAP offers MindTouch to its customers for SAP Cloud for Customer Engagement (CRM, Service and Social), Commerce (Hybris) and HR/HCM (SuccessFactors), and likely others as things progress.
MindTouch CEO, Aaron Fulkerson, describes it this way,
Think of MindTouch as creating high value online “real-estate” from product and service content and returning richer analytics and intelligence from customer and agents’ behaviors. MindTouch helps companies’ lower the effort required for their customers to adopt products and become product experts.”
Imagine providing the content your customers need when they need it. Now imagine even better content automatically recommended and provided based on what the customer has looked at already, what products they own and/or what has helped others with similar problems. This is intelligent content at its best. This is what customers need as they look for service and support. It helps build brand loyalty because customer get the content they need when they need it most.
Now imagine your support team being able to see what a customer was looking at when they had a question or problem, or your marketing or sales team knowing what content is resonating the best with customers and what content might be missing.
MindTouch and SAP
SAP has slowly been building up its offerings in the digital experience market. The acquisition of hybris gives it strong commerce capabilities, and has been noted at a leader for digital experience by Forrester. Forrester also recognized the SAP Marketing Cloud as a contender, although it noted that SAP has much work to do. This work largely revolves around hybris, and the capabilities that come with MindTouch are a great complement to solution pool.
Partnering with big name companies like Salesforce and SAP is great for MindTouch. The reach it provides them will put its name out there, along with real-world implementations which show exactly what its SaaS knowledge base solution offers customers and employees. It’s a perfect example of leveraging content to support customer engagement and build loyalty.
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