Checklist: Is Your Dynamic Product Documentation on the Static Side?

Posted by
September 12, 2017

The term “dynamic” is used to describe people, prices, products, and if you’re shopping for a loyal and cute companion, even pets. It’s also widely applied to product documentation — which can mask a critical problem.

Despite the ubiquitous “dynamic” label, a substantial amount of product documentation as static and inaccessible as it was years and decades ago. This is because it essentially functions as a passive tool for resolving (some) issues, instead of doing what matters most: actively driving customer success.

Considering this, here is a checklist that companies can use to evaluate their current content infrastructure and approach, and objectively determine if their so-called dynamic product documentation is a little — or perhaps a lot — on the static side:

 

Checklist for Dynamic Accessibility

  • Customers get the answers and information they want from a single source, and without having to hunt across various channels (e.g. blog, website, knowledge portal, etc.).
  • Customers do not have to wade through bloated, clunky and complicated interfaces. The UX is optimized for speed and simplicity.
  • Customers get the content they want on their preferred device – desktop, tablet or smartphone – and in their preferred language. They can also view content offline if they wish.

 

Checklist for Dynamic Relevance

  • Customers get content – structured and unstructured, and drawn from various internal repositories – that is contextually relevant for their specific scenario.
  • Customers are not “led down the primrose path” by accessing content that promises one type of information, but delivers another (note: a strong taxonomy that supports classification by role, product and function avoids this problem).

 

Checklist for Dynamic Engagement

  • Customers can rate and comment on content (e.g. what they like/dislike, what they need, etc.), and their feedback goes into a workflow for improving existing documentation, and creating new assets.
  • Customers can interact with fellow B2C shoppers or B2B buyers, and connect directly with SMEs who respond quickly, clearly and thoroughly to questions and comments.
  • Customers who reach out for help (via phone or chat) do not waste time or get frustrated describing their back story: thanks to CRM integration-product documentation system integration, support agents make content recommendations in real-time based on relevant variables (e.g. role, industry, organization size, stage of the buyer’s journey, purchase history, etc.)

 

The Bottom Line

 The fact that all of the entries on this checklist start with the word “customers” is not a coincidence. On today’s business landscape, customer experience is surging ahead of price and product as the most influential brand differentiator. In other words: a growing number of customers will knowingly and happily spend more money and accept a limited selection, if they believe that a company treats them properly, and demonstrates that it cares about making their life easier, more enjoyable and more successful.

Ensuring that product documentation is truly worthy of being called dynamic – and isn’t on the static side – is a key piece of this profitable customer experience puzzle. In fact, for some customers, it’s the biggest.

 

Zoomin’s multi-touchpoint publishing solution helps companies unleash truly dynamic product documentation that drives accessibility, relevance and engagement. Discover how to optimize your customer experiences by launching a guide demo now.

 

 

Zoomin Software