Context sells a Candidate Relationship Management (CRM) software that enables clients to review, manage, and communicate with their job applicants. I was hired in 2008 as a Content Marketing Specialist.

The company chose to hire a Content Marketing Specialist mainly because they were experiencing the following problems:

  • CRM users often needed assistance with using the CRM software
  • The Client Services team received too many questions from users
  • CRM users grew to dislike the product and brand, which contributed to turnover

Thus, I was responsible for creating useful, informative content that could increase CRM user satisfaction and decrease support calls and emails.

The Approach

I created a User Feedback survey and emailed it to 200 of our clients to understand:

  • Our current user satisfaction levels (benchmarks)
  • The most common CRM challenges
  • The CRM information users need
  • The types of content users want

58 clients completed the survey.

I also interviewed 6 clients to find out what kind of content would help them get the most out of the CRM. I decided to conduct client interviews as well so that I collect more qualitative feedback and ask further questions when needed.

  • On a scale of 1 to 5, how would you rate your satisfaction level with the CRM? (5 being extremely satisfied)
  • When you need help accomplishing a task in the CRM, what do you do?
  • What is one of the most recent problems or frustrations you experienced while using the CRM?
  • How often do you contact your Client Success Coordinator for help with completing tasks in the CRM?
  • Is there anything about the CRM you would like to understand better?
  • Are there any CRM resources you would like to have access to?

Analysis & Key Insights

After the surveys and interviews were complete, I analyzed the answers to identify key themes and trends. First, I looked for themes relating to the type of information our users wanted. Next, I looked for themes relating to how our clients prefer to learn and communicate. Here are some of my key findings from this analysis:

All of these insights were helpful and provided me with enough information to make strategic next steps. For example, since multiple clients complained that our current product help guides were outdated or confusing, I spent some time analyzing them to see if this was true. Unfortunately, our clients were absolutely right. The instructions in the guides were incredibly vague or inaccurate, and the screenshots in the guides (if there even were any) were outdated.

Additionally, because my findings revealed that most users wanted CRM trainings and how-to guides, I was able to come up with a strategic, data-driven hypothesis.

The Hypothesis

If we provide CRM users with up-to-date product help guides, we can increase client satisfaction and retention.

Editing the Current Guides

Before I created and new guides, I needed to edit and update the guides that we already published and shared with clients.



After repeatedly following these steps and completing multiple rounds of edits, I had a collection of 10 up-to-date product guides that covered the most important and popular processes in the CRM.

Testing & Getting Feedback

Once I had successfully completed the first 10 product help guides, I was eager to create more. However, I wanted to ensure that these guides were indeed going to increase user satisfaction before I invested more time and energy into production.

I sent an email to 200+ CRM users to generate awareness and collect user feedback. Within two weeks, we collected enough data and feedback to confirm that our clients found the guides useful:

77% clicked on a guide
45% opened the email
62% gave positive feedback

We also found out from clients and the Client Services team that many people were bookmarking the guides, others were forwarding them to their team members, and others liked them so much that they requested new product guides on specific topics. 

Finally, according to the Client Services team, users found it much easier to read and follow the product guides than trying to understand and follow directions over the phone or via email.

Creating New Product Guides

Over the next three months, I followed the steps below to create approximately 20 more product help guides.

  • What essential CRM tasks or processes have not been documented yet?
  • What guides will have a direct impact on the user’s recruiting results?
  • What guides will help users maximize their time?
  • What unique CRM features or capabilities have not been highlighted yet?
  • What advanced tasks or tools are users going to have the most trouble with?
  • What CRM terminology do users need to know and understand?
  1. To verify that each guide was indeed accurate and up-to-date, I followed each of the processes I documented in the CRM myself.
  2. To ensure that they were easy to understand, I sent them to new team members who had never used the CRM before and asked them to complete the process that was outlined.
  3. To confirm that the product help guides were on brand, I reviewed the brand guidelines before editing the guides and asked the Marketing Manager to review the edited versions too.
  4. To make sure that the guide contained no copy, imagery or screenshots that could get in any legal trouble, I sent the edited guides to the legal team to review

Consolidating the Guides

Once all of the guides were created, I knew I needed to create a central location for them to live. This would make it easier for our users to find and benefit from the guides.

Thanks to my interviews, I knew that there were two main types of CRM users: experienced and new. Experienced users typically know what guides they want, while new users need more guidance. Knowing this, I proposed that we create two different central locations for the product help guides.

The page that was intended for the experienced users would allow more experienced users to quickly see and scan all the guides to find what they are looking for. The page that was intended for the new users would be in the form of a CRM introduction article that walks the reader through the most essential product help guides in a logical order.

Once my manager approved both of my ideas, I worked with the team to create and publish the pages. We also decided to add a sidebar to on the user guides that makes it easy for users to explore product guides in certain categories and/or contact us if they were still having trouble.

For New CRM Users:

For Experienced CRM Users:

The Results

6 weeks later, I examined a few of our KPIs for the product help guides in Google Analytics to analyze their effectiveness. Some of these KPIs included pageviews, bounce rates and time on page. [insert KPI image]

Overall, this data validated that our CRM users knew about the guides, utilized them and found them beneficial. However, we had a couple other key KPIs for the product guides that couldn’t be tracked or measured in Google Analytics. These KPIs included CRM user satisfaction, CRM user experience, and the number of calls/complaints that clients received. To determine if the product guides had improved the CRM user experience, I emailed the users I initially surveyed and asked them to answer some of the survey questions again. I was curious to see if their answers would be different now that they had access to the new product help guides.

While I waited for the surveys to be completed, I spent some time talking with 5 of the Client Success Coordinators to get their perspective on the past two months. As they answered my questions, just seeing how much happier and positive the Client Services team members were in general made me confident that I had made a positive impact on our workplace.

These final insights confirmed that I had accomplished my main goal: increase CRM user satisfaction. This achievement ultimately helped the company improve the user experience, retain more clients, and maintain a positive brand reputation for

Key Takeaways

  • Learning how to use a new CRM software is a long process that requires both hands-on training and process documentation
  • Process documentation and product help guides can increase customer satisfaction and retention
  • Client satisfaction can have a direct impact on employee satisfaction and retention
  • Most users are not aware of all the capabilities that a software the pay for offers
  • Different users can benefit from different software features
  • Client satisfaction impacts employee satisfaction
  • Recorded myself completing the documented processes and added the video to the product help guide
  • Made sure none of the visuals in the guides were blurry
  • Interviewed more clients
  • Made sure that the product help guides were No Follow/No Index upon publishing
  • Interview the client services team anonymously
  • Shadowed more CRM training sessions


View more projects to find out what else I've accomplished.
Copyright © 2019 Katie Blalock's Portfolio