Expanding Self-Service for a Better Customer Experience

A mid-project case study

Presented by

Lief Erickson — Intuitive Stack

Dave Marotz — Surescripts

October 5, 2025

Lief Erickson

Content strategist helping organizations stuck in outdated paradigms.

Dave Marotz

Director of Product Innovation. MBA. Started in XML/print.

Lose the PDF-first mentality

Account Mgmt

Implementation

Ops Support

Certification

Fax

Walled-in

Certification

Reduce support time by

70%

within 12 months

Key actions

3 min 1:48-1:51

Story:

Understand our own systems - engineers; early adopters (in process).

Build answer agents for in house support teams on existing knowledge. (watch out for hallucinations!)

Taking steps to prepare for external bots to help on the journey, aspiring for that 'virtual project implementation manager' to guide and intervene along the way.

Go slow to go fast

Training for the new way of working

Metadata is your friend

intuitivestack.io/presentations/2025/lavacon

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Expanding Self-Service for a Better Customer Experience

A bit about us

Our core problem

Our goal

Content quad

Initial state

Pain points

Strategy shift

Our new goal

Assessment

User journeys

Topic types

Findable HTML

Ripple effects

Lessons learned

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