The Zoomin Blog

Category Archives: Blog

  1. If listening to the voice of the customer is an essential part of the product documentation process, what are customers saying? What do they want? What are they rewarding companies for offering, and what are they penalizing companies for failing to provide?

  2. Support Agents are often the first line of contact for customers. However, they can also be the last line of contact as well – because if some customers don’t get the answers or direction they want or expect, then the relationship can be damaged beyond repair. In addition to being highly stressful to Support Agents and triggering turnover, if left unchecked this dysfunctional touchpoint threatens an organization’s reputation, performance and profitability.

  3. Let’s start off with some long overdue myth-busting: the stereotypes that some technical writers have about marketing content – and the people who create it — are flat out wrong. Just as good technical writing is informative and interesting, good content marketing is stylish and substantial. Here are 5 elements of great marketing content that technical writers should adopt.

  4. Not only do customers want self-serve support, but they’re increasingly demanding it. As Forrester Research’s Kate Leggett observes: “customers have little appetite for long or difficult service interactions, including navigating arduous interactive voice response (IVR) menus to connect with an agent or waiting in queues to be connected to a phone agent; and are increasingly turning to self-service as the easiest path to service resolution”.

  5. While the evolution from sales funnel to customer journey is a major win for customers – who as we all know enjoy buying, but hate “being sold” — it’s nevertheless posing some new challenges for businesses that they need to address and resolve now, not later.

  6. For companies with numerous product lines, multiple target markets, and overall complex product documentation needs, the shift towards intelligent content is clearly a step in the right direction – regardless of whether they are using DITA, HTML or proprietary solutions (e.g. Framemaker, Flare, etc.). Not only does it dramatically reduce development, review, translation and maintenance costs, but it is a major win for technical writers who can invest their time adding value – and less time rewriting content.

Category Archives: Blog

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