Checklist: Why Customers Don’t Read Your Product Contents

December 3, 2017

Evolving from merely a support tool, product documentation now also plays an important role in customer engagement and retention, as well as revenue. If there is no documentation available on your company website, customers are forced to call or email your support team. That’s expected. But are you curious about why your customers are still contacting support when you already have a product documentation ready and in place?

Here are five likely reasons why, and what you can do to improve your product documentation to truly benefit your customers:

1.    It is unavailable

Usually, what drives customers to access your product documentation is one of two main reasons: Either they are searching for a product to buy or finding ways to solve a problem with your product. Time is important in both scenarios, so your product contents should be where your customers at—regardless of the channel or device they are using. Whenever your customers need it, a good product documentation enables users to consistently get accurate, updated, and complete information.

2.    It is inaccessible

In today’s age of digital connectivity, customers expect the information they need to be delivered fast and exactly what they are looking for. To make your product documentation useful, it must automatically be indexed to search engines, so users can find it when they searched in Google and not just through the company website. It follows that it must also be searchable across all content, with live filtering and search result previews, so users can quickly get the information they need.

3.    It’s not mobile-friendly

Even with a well-written product documentation at hand, if customers can’t view it properly using other connected devices such as mobile phones or tablets, it is of no use. A good documentation contains easy navigation and clean layout with better readability in any device the customers can be accessing it. A great documentation though, provides automated and instant help to customers via their mobile devices. As soon as a device error occurs, customers receive a push notification. The notification opens an interactive troubleshooting workflow based on actual device and error information.

4.    It is static

With new ideas and technologies being produced almost daily, it makes sense to make your product documentation dynamic. Customers are not there to only consume, but also serve as a source of insights on latest trends and consumer behavior that your documentation should be able to adapt to. Having feedback and sharing features allow easy follow ups and enable technical writers, subject-matter experts (SME), and other authorized stakeholders to add comments, tables, or images into documents before implementation, reflecting the actual and present needs of customers.

5.    It is unrelatable

Customer today are highly engaged. They are more open to forming long-lasting relationships with companies that meet their needs. To leverage your product documentation in terms of customer loyalty, you must increase meaningful engagement by pushing additional relevant and contextualized documentation. Let customers rate and submit feedback on any topic, which can be responded to by any SME. You can also give them the option of an automated and faceted search for a solution before opening a support case, which encourages case deflection and reduces time-to-resolution.

The success of your product documentation hinges on its capability to deliver the right information customers need in a timely manner via the channel they choose, and provide a dynamic platform for them to engage with. Use this checklist to see if your product documentation is really making an impact in your customers’ lives and business’ growth. If you think things could be better, schedule your demo with Zoomin today.

Zoomin Software