Give me a quick summary
I'd like to learn more about Cleverstory
How
uses interactive content to drive product adoption.
The Community as a way to support customers after the purchase.
ServiceNow drives customers to the Community for content, and to connect them with other users — to help them get the most out of the platform.
And Britta wanted to make that content compelling.
So come contract renewal season, it’s an easy decision.
Meet Britta.
As a Senior Marketing Manager at ServiceNow, Britta owns the content strategy for Product Hubs on the Community, to drive adoption, get customers to upgrade, and renew their contracts on time.
Having been with ServiceNow for 14 years, she has helped customers implement the product, created leading practices, and now focuses on making customers loyal advocates by ensuring effective product use.
Senior Marketing Manager
Britta Koch
at ServiceNow
Britta saw an opportunity to try something new.
“When the customer makes a purchase, we provide all the material to familiarize them with the product, show them the different ways it can be used, and help them get the hang of it.”
Naturally, this meant lots of content — implementation guides, FAQs, white papers, and technical documents for developers, all neatly packed into one Community.
But even with all that useful content at customers’ fingertips, there was a problem.
“We offer up so much content to customers, but it’s flat, and there isn't anything in there that really makes it jump out at you”.
Most of the content they had on the Community were long, written documents.
Interactive Content as the way forward.
"We got feedback from customers saying they love the short videos, and they love the content that they can flip through quickly and easily."
Coming from a background in education, Britta understood that people want information in snackable chunks.
That's when she decided to serve pieces of content in an interactive fashion that would hold people's attention spans and not overwhelm them the way a 20-page white paper might.
Here’s what Britta wanted to achieve.
And thus began her hunt for the right solution that could help her create this kind of interactive content.
She soon realized that the market had different ideas of interactive content.
“I came across some e-book technologies that basically let you flip through pages with a clicking sound. I thought, okay that's cute, but it really doesn't do anything for me. But, when I dove into the Cleverstory application, I saw capabilities I hadn’t seen elsewhere.”
Why Cleverstory stood out to Britta.
Navigation capabilities
Britta saw the potential of allowing customers to dive into the sections they were really interested in.
Offered flexibility with content
She wasn’t restricted to just e-book-style flip experiences. This opened up new ways to present ServiceNow's complex information.
True interactivity and mobile responsiveness
Embedding videos, links, and dynamic elements? Check. Cleverstory allowed her to go beyond basic text and images and also ensured that all the interactive pages rendered perfectly on mobile devices.
Guide customers through their content consumption journey
by offering recommendations in their consumption path.
Check it out
Break long documents into shorter bites of information
and make it easier for customers to digest the content.
Let customers jump to different sections of the document
and dive into the information they needed.
“Cleverstory was fresh, let me be creative, and try new things — things I couldn’t try with other platforms.”
And that’s exactly what she did — tried something completely new for ServiceNow’s Virtual Agent product.
Virtual Agent (VA) is a product in the ServiceNow platform that can be implemented in many different ways — by itself, within other ServiceNow products, or on external platforms.
While there was an entire Hub in the Community dedicated to educating customers about the implementation options, Britta, being a visual person, wanted to serve a visual representation on using the VA product.
“There are so many different ways you can use the Virtual Agent, but when you just see walls of text or different articles about it, you don't have any way to connect it and see how it actually works."
After multiple iterations and brainstorming with the Cleverstory team, the Game Board came into existence.
The Game Board offered customers a unique navigation experience, where they could choose their own consumption journey and have all of the right resources curated for them in one place.
Once customers decided on a starting point, they were guided through the next steps with instructions like, “To integrate with this application, you need to do X, click here to access the content.”
And then customers would be directed to the right content in the Community — Pretty cool right?
“The Game Board was such a rewarding project. The goal was to get customers up and running quickly so that they see value and continue to mature with the product.”
Build your own experience
How Cleverstory is helping make the community experience better for customers.
ServiceNow also has plenty of valuable content from writers and MVPs, but these experts weren't necessarily designers.
Cleverstory allowed them to take that dense, tech-heavy content, and put it into an interactive format that was aesthetic and easier to consume.
The Gameboard:
An interactive guide to implementing a product.
“Ultimately, we want to increase engagement, measure time on page, and improve the overall community experience for our customers, and I feel like Cleverstory will nicely supplement our strategy moving forward.”
Overall experience:
Working with the Cleverstory team.
“It’s just been a pleasant experience working with the Cleverstory team. Having the enthusiasm and the desire to want to deliver on what I'm asking for, even though it's maybe a little out of the ordinary.”
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