The Technical Content Benchmark Report 2024
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When it comes to the delivery of technical content, most companies focus on promoting internal efficiencies to enable the highest degree of profitability.
There is just one problem with this – it leaves out the customer!
Ensuring a competent, business-driven approach to maximizing the utility of technical content is important. But upholding the customer’s experience to high standards is essential to long-term success.
Here are the main ways to successfully elevate customer service efficiency within content delivery strategies.
Customer service efficiency is the fulfillment of the customer’s goals in the minimum amount of effort possible. In other words, it is centered around reaching the least number of steps possible to achieve the highest degree of service from created content. In content delivery, if the process is not efficient or easily usable, overall customer service efficiency declines.
Problems in customer service efficiency can lead to any of the following:
A great example of a company that has integrated customers into the value chain is Amazon. To promote faster growth, Amazon realized the value that customers add to the chain is incredibly lucrative. This value comes from the collected data from customers browsing the site and leaving reviews.
Amazon focused extremely hard on producing a highly efficient system that allows customers to quickly find products, make purchases, and exit the site without delay. Because of this strategy, Amazon enjoys a whopping 93% customer retention rate after one year. After two years, the retention rate is even higher at an almost perfect 98%.
These incredibly high customer retention rates are directly correlated with Amazon’s exploding growth. In 2020, Amazon reported their highest revenues ever at over $386 billion.
These challenges, when left untreated or outside of business assessments, can lead to reduced customer service efficiency:
With an appropriate, customer-focused content delivery plan in place, you can avoid or resolve these challenges without any setbacks for the company. Per a 2020 report from Salesforce, 89% of customers were more likely to return to a company with good customer service.
To best resolve the challenges of content delivery that hinder companies from optimizing customer service efficiency, there are three important points to consider.
A common problem within effective content delivery is a disconnect between the company’s goals and the customer’s goals.
When a misalignment of business and customer expectations occurs, it can lead to the following:
Find balance within the delivery of valuable technical content and the customer’s end goal. On the internal business side, leaders in technical content delivery are experts in finding the appropriate combinations of cost management, productivity, and efficiency that enable the most profitable technical content deliverables.
Customers, on the other hand, must know how to find the most efficient solution. Finding a balance between these two forces allows for the immediate achievement of both business and customer goals by bringing the technical content directly to the “equilibrium” of usefulness, efficiency, and profitability – similar to that in supply and demand models.
Achieve this equilibrium through the following steps:
Following the above steps ensure that you include and recognize the customer within the value chain of creating and delivering valuable technical content. The simple integration of the customer into the development process allows for a deeper fundamental evaluation of the outcomes of technical content delivery. No matter how effective or high quality the technical content is, it loses that value if it is not an efficient, satisfactory process for the customer to navigate and utilize for their own goals.
Combatting poor user navigation is essential in raising the usability of technical content. If there are too many time-consuming steps the customer has to take to reach their end goal, they will be more likely to be disconnected and unsatisfied with the experience.
To improve customer navigation, you can:
Why You Need an Intelligent Content Delivery Strategy by Zoomin
Content must be data-driven, useful, and effective to solve each customer’s problem. You can accomplish this through the collection, recognition, and use of valuable customer feedback. The data derived from customer feedback can help you optimize the entire content delivery process.
You can collect feedback in several ways, including:
In-depth analytics on how end-users are applying the technical content can help you create better content. The more collected and utilized data, the more successful a company will be at directly boosting customer service efficiency and business profitability.
You can use feedback to improve any of the following:
Using the customer’s direct feedback in the process doesn’t only boost customer service efficiency. It will also empower the customer, seeing themselves as a valuable part of the business process.
Creating rich, technical content is only as valuable as the customer’s ability to navigate and utilize it. Improving content delivery is a key part of maximizing customer service efficiency. This allows successful businesses to boost customer retention for improved longevity.
