How Batch’s centralized documentation delivers better customer experiences

Batch is a customer engagement platform that lets marketers create, test and automate CRM strategies across multiple channels.

But while Batch offers its customers a great product experience, its documentation was spread across different platforms. And the team were finding it hard to maintain.

So they set out to find a new solution — one that would simplify their workflows, improve collaboration, and keep pace with their evolving product. 

We spoke to Batch’s Solution Architect Selma Bennamane, and Mickael Bentz, Head of Product Management, who co-managed the migration — to find out why GitBook became the platform that checked all their boxes.

Overcoming duplicated knowledge and limited collaboration

Before switching to GitBook, Batch relied on a custom-built setup, where documentation in GitHub was fed into a homegrown website for publishing.

While functional, this approach came with significant drawbacks. Maintaining the custom site required developer time and expertise, and the setup created friction for non-technical team members who wanted to contribute to documentation. This bottleneck left Batch looking for a more accessible, future-proof solution.

“At Batch, a lot of stakeholders feed the documentation — from the tech team and product management, to solution engineers and CSM. But it was pretty painful for people to update the documentation because the GitHub interface isn’t good for less technical users.”

Mickael Bentz, Head of Product Management at Batch

At the same time, Batch’s docs were split between two platforms, which confused some users. Along with their primary technical documentation, they also had some guides in an Intercom help center. But the distinction between the two was slowly becoming less clear — the technical docs included some guides, while the help center contained technical docs. 

“One of the goals of this project was to centralize everything in one place and have a clearer structure that helps users clearly understand where to look for what type of resource or documentation”

Selma Bennamane, Solutions Architect at Batch

How GitBook helps bring the team — and docs — together

The team evaluated options — considering a custom option using an open source framework and CMS, alongside some other turnkey solutions. GitBook stood out for its intuitive interface, seamless GitHub integration, and the ability to customize the documentation’s look and feel without heavy lifting.

“It was important for us to find a tool that provides format and features that would satisfy both our technical teams that feed documentation like API references, as well as our customer care team who produces user guides. That was an important factor in choosing GitBook.”

Selma Bennamane, Solutions Architect at Batch

The transition was smooth thanks to GitBook’s Git Sync feature — which allowed Batch to migrate their existing markdown files quickly from their GitHub repository — along with the intuitive user interface.

“Our internal stakeholders had to migrate our existing documentation in GitHub and the Intercom articles, but the migration process was pretty efficient — because the teams found it easy to use and were onboarded fairly quickly on the new tool.”

Selma Bennamane, Solutions Architect at Batch

And when the team hit a roadblock, they were impressed by the GitBook team’s support.

“The GitBook team have been very responsive. We wanted to show to our stakeholders what the docs would look like on GitBook, we sent our ideal design and they took it and made a real demo on GitBook. The collaboration was super, super cool. When we spoke with other vendors, there was no equivalent.”

Mickael Bentz, Head of Product Management at Batch

Now, Batch has a single, centralized documentation site that’s easy for the whole team to edit. And importantly, it fits with the rest of the brand.

“We wanted to really customize the look and feel of our documentation and to link it to our visual identity as a brand. And with GitBook, we managed to do pretty much everything we wanted to compared to the mockup that we had in mind.”

Selma Bennamane, Solutions Architect at Batch

Looking ahead: Evolving docs with the product

With GitBook now at the heart of their documentation, Batch is thinking about the future. And one thing they plan to utilize is GitBook’s built-in analytics.

“We’re super interested to see the way customers will use AI search and what they will ask. We’re really happy to have a lot of stats about the way it’s used — it’ll help us learn from our customers, which is something we were not really able to do in the past.”

Mickael Bentz, Head of Product Management at Batch

For Batch, the move to GitBook has unlocked a more collaborative, efficient, and scalable documentation process — freeing their teams to focus on delivering a great product experience for their users.

Ready to modernize your documentation like Batch? Get started with GitBook for free or contact our team to see how GitBook can simplify your workflows and give your whole team the tools they need to contribute to incredible docs.