3 Reasons Your Customers Want Answers, Not Documentation

Posted by
November 6, 2017

It is no news that customers increasingly expect personalized and seamless experience in real time, using the communication channel and touchpoint of their choice. In today’s “Age of Experience”, growing, deepening, and retaining customer relationships is an advantageous and crucial strategy to stand out against competition and sustain growth.

Along the changing demands of customers is the changing face and purpose of product documentation. From static user manuals, installation guides that come with products, documentation today plays a key role not only in providing customer support, but also in attracting and retaining customers.

This is no surprise. Whether it is for a new service or a problem with the product they bought, the first thing most customers do when looking for answers to their questions is reference to a company’s product documentation. However, they don’t want documentation. Instead, they want answers, and here are three reasons why:


1. Your Customers are more independent now

Customers today are more empowered and expect self-service capabilities that provide them with greater autonomy in creating their own experience across multiple and integrated digital channels. According to GE Capital Retail Bank’s Second Annual Shopper Study, 81% of consumers research online before they shop. They also spend 40-137 days researching before making a major purchase.

While customers may encounter a company’s product documentation during their research, it is more important that these materials provide the exact answers that customers are looking for on their own. From marketing collateral and user feedback to online communities and tutorials, companies shouldn’t just offer documents and expect things to happen, they should offer the right knowledge that customers need according to their own terms.


2. Your Customers value convenience and fewer hassles

The rise of on-demand companies is pushing the boundaries of convenience and this encourages customers to expect the same from other companies. When customers have questions, they “google” the answer, expecting to find it fast. Salesforce found that 75% of the time, customers move to another channel if they are unable to find answers to their questions via the first channel – and this is a make-or-break opportunity for a company’s product documentation.

Most of the time, search engine results are full of noise making it hard for customers to find reliable and authorized answers – answers they can find through the company website and its product documentation. Moreover, customers don’t want to run through pages and pages of technical and marketing documents just to find that one portion that solves their problem. The best way to provide answers to customers is enabling effortless search across all contents and channels, so that they can quickly get the information they need.


3. Your customers want meaningful connection

Customers use both emotion and logic when they buy a product or service, making personalized experiences an important aspect in creating and sustaining engagement and relationship with customers. In fact, an Accenture survey revealed that 86% of business leaders cite customer experience as a strategic priority, but only 23% are taking steps to keep customers engaged and brand loyal.

Documentation may have the answer that customers are looking for, but the most impact happens when the right answer (that can be found among these product materials) is delivered at the exact moment customers need it. Educating customers and keeping them engaged by providing relevant contents at their fingertips not only enhances a company’s brand image, but also creates real connection between customers and the company.

When customer experience is the bread and butter of a company, it makes sense to turn product documentation into dynamic and intuitive asset that provides the right answers delivered at the right time through the right channel to customers.

Learn how – schedule your guided demo of Zoomin today.

Zoomin Software