DCL/Customer Experience and Product Instructions, Part 4

Customer Experience and Product Instructions: Part 4 - Why do Tech Comm People Care?

By Sharon Burton, Content Strategy Consultant

In previous articles, I’ve talked about some business/customer experience basics, like what is customer experience and customer churn, and the value of customers and the pyramid of customer experience. The last article focused on the Customer Experience pyramid and the Content pyramid. This article looks at the quality of product instructions and the cost of customer support centers as they impact the Customer Experience.

 90% of North American firms view customer experience as important or critical to 2010 
 plans. 80% of firms would like to use customer experience as a form of differentiation. 
 – Forrester’s: The State of Customer Experience 2010. 

Why do Tech Comm people care?

We care about customer experience because most of our companies see it as the way to differentiate. The people we work for, the ones who write our checks every year, care deeply about Customer Experience.

Typically, our companies are spending tens of thousands of dollars every year, training support staff, creating and running Voice of the Customer programs, studying the Customer Ecosystem, developing Customer Personas, and mapping out the Customer Journey.

All this and more is being done to increase sales, reduce customer churn, and increase customer retention.

Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, as to if they ‘only’ gave you a score of 4.8. – TeleFaction data research

It matters to your company a lot. So it has to matter to you.

Most product instructions are just not that good

Last year, I ran a 2 question poll, asking people to identify themselves as either consumers or tech comm people. Than I asked what consumers thought of product instructions in general and what the people who create product instructions thought of what they were doing.

Sharon Burton, Content Strategy Consultant

Sharon Burton is a Content Strategy Consultant.