Why These Obstacles To A Poor Content Experience Matter To Your Bottom Line
Time. Efficiency. Profit. Churn. All of these elements can become either your biggest obstacles or your strongest revenue driver. Here’s how.
In short: The capability to tie them together to achieve a seamless self-service customer experience.
In detail: A content experience that offers effortless self-service for both customers and employees can make your bottom line much more persuasive.
Zoomin has made its mission to help companies deliver intuitive, effortless content experiences that help their customers get straightforward answers to product questions. To understand how product content experiences can impact customer satisfaction and help enterprises meet customers’ needs and expectations, we commissioned research by Frost & Sullivan into the state of self-service content experiences.
Let's take a look at the report’s most interesting insights that can affect your bottom line:
One of the most shocking stats from the report was this: It takes, on average, 6.7 minutes for users to find the answer they need to a product-related question.
6.7 minutes might sound like a reasonable amount of time looking for knowledge. But in today’s digital world, where users are accustomed to finding any answer in the universe in milliseconds, 6.7 minutes of search feels like a throwback to ancient history. In a world of milliseconds, minutes are a measurement of the past.
Time is vital for the best self-service experience. 6.7 minutes color your knowledge resources as inconvenient and unattentive, no matter how innovative, and comprehensive they may be. Your brand deserves more.
When product information is scattered, divided between various silos of information, and lacks a consistent look, feel and UX, your technical resource center’s efficiency decreases.
The Frost & Sullivan report found that 44% of users need to visit 3 sites before finding the correct portal with their required content. This experience is similar across industries. In short, this means that when your product knowledge is divided across several locations, users will have no choice but to spend time and effort looking for it.
Efficiency means you can update your product information once and publish it everywhere. Streamlining knowledge into orchestrated channels, where it is personalized and adapted to what each customer needs and searches for, saves numerous hours of production time. When your content is unified and delivered correctly, you can reduce the many hours spent inadvertently recreating existing content, while also saving customers hours of frustrating search.
As products become more complex and self-service becomes the CX norm, organizations must acknowledge that CX starts even before opportunities are won.
The Frost & Sullivan report found that 98% of IT users will examine a prospective vendor’s technical content before purchasing a product worth $100,000 and more. This means that potential customers are reading your technical documentation before signing the contract.
Simply put, your self-service experience impacts prospective deals. Your profit depends on your understanding of what your customers value and the way you offer them the information they need to understand the full breadth and depth of your product portfolio.
The Frost & Sullivan report found that 84% of users stated that they would switch to another brand if their experience using the documentation portal to answer their product questions were poor. Meanwhile, 90% of these users agree that a good content experience would make them more likely to recommend the product to others.
The Frost & Sullivan report found that around 90% of CS/CX executives believe that their users would consider switching to a competing brand after poor content experiences.
Companies that can scale while keeping customers happy through exceptional self-service are the ones that will thrive in today's business climate. By empowering customers to find the answers they need through effortless digital experiences, they can drive greater customer satisfaction, lower customer-support costs, and reduce churn.
When customers can self-serve and find the most accurate, relevant, and timely information, it is easier for them to use your products and services. Self-service products that enable engagement, will develop a loyal customer. This is how trust and loyalty evolves. And that makes all the difference for maintaining your bottom line.
Too often companies neglect to take a holistic view of the overall customer journey and don’t understand the role content experiences have in driving the overall experience. As experts strive to make their work better and excel in their capacity, some organizations can miss the bird’s eye view of how the best customer service connects so many aspects of the company’s bottom line.
The bottom line cannot be overlooked: Digital self-service allows your customers to learn, engage, trust and become loyal to your product. This affects the time your CX and support teams need to engage; makes your CX process more efficient, drives profit, minimizes churn, and maintains your competitive advantage.
Time, efficiency, profit, and churn are all related to your customers’ satisfaction and your ability to deliver the best service possible.
And that’s our bottom line:
Your self-service experience can be the most vital driving force in your bottom line.
