3 Ways Conventional Support Sites Frustrate Customers — and How to Fix It

Posted by
July 18, 2017

Some approaches are deemed conventional because they have proven time and again to be prudent. For example, not staring directly into the sun, always wearing a seatbelt in a car, and remembering to get to the airport several hours before a flight (even though, of course, it will be delayed) are all worthy of being considered conventional wisdom. We do them because they make sense and improve our lives.

And then there are other approaches in life that are deemed conventional, simply because that’s how they’ve always been done – even though upon closer scrutiny they reveal themselves to be counterproductive. And one of the clearest illustrations of this startling disconnect is (so-called) conventional support sites, because rather than empowering customers, they are more likely to frustrate them. There are three fundamental reasons for this, and they are all rooted in flawed assumptions regarding direction, documentation and device.


  • Direction Assumptions

 The first flawed assumption that conventional support sites make, is that customers know how to navigate between numerous content silos. In truth, customers often have no grasp into the structure or logic that companies use to organize content (usually because over time, companies tend to pile rather than file content onto their support site). In this sense, customers are like tourists who have been dropped in the middle of a city without a map or directions. They are seconds and steps away from getting lost – and growing frustrated.


  • Documentation Assumptions

The second flawed assumption that conventional support sites make, is that that all customers know what kind of document they need, such as an installation guide, configuration guide, start-up guide, support article, compatibility list, and so on. In truth, however, most customers need contextual, real-time suggestions and direction to refine their information requirements. After all, they are customers, not product experts.


  • Device Assumptions

The third flawed assumption that conventional support sites make, is that customers are using desktops or laptops. But the real story is that many customers access support sites through smartphones, which are categorically not designed to view and browse PDFs. To say that the experience is “not user friendly” is a massive understatement. For some customers, it’s infuriating and they simply won’t put up with it.


A Better Approach

 At Zoomin, we understand that delivering support is an intrinsic and influential part of the buyer’s journey, and the basis for strong NPS scores and lasting customer loyalty. That is why our revolutionary hosted product documentation publishing platform:

  • Delivers clear direction by replacing confusing and obstructive content silos, with a single, centralized and easy-to-access content platform.
  • Makes it fast and easy for customers to find documents with familiar “Google-like” search functions and site navigation tools.
  • Enables customers to easily transfer and read content on any platform, using the device of their choice: desktop, tablet or smartphone.

What’s more, companies can customize the platform to align with their brand signature, optimize the support experience by analyzing content engagement and inviting feedback, and set permissions to control internal and external access. Add it all up, and Zoomin replaces a conventional support site that frustrates customers, into an optimized all-in-one support system that informs, impresses and inspires them.


To learn more and put your company ahead, schedule your guided demo of Zoomin today. 

Zoomin Software