Customer experience management – a very cool, very relevant term that we’re hearing a lot these days. The customer is king, after all. And the customer has a number of choices when he or she comes to buying a product.
We all know you can’t afford to sit back and just assume the sales will come flying in. And you won’t grow or maintain market share without demonstrating to your customers that you put them first in your strategy. What you may not have realized is that documentation has a key role to play in helping you to do that.
Why is documentation important?
The traditional view of documentation (one which you probably don’t share but constantly need to challenge in your business) is that it’s only relevant after the sale is made. Because customers only review a product spec or implementation guide once they’ve signed on the dotted line, don’t they? Well, no. Not really.
Technical documentation is playing an increasingly important role in the pre-sales process, too. Savvy potential customers want to know more about the products they are evaluating – and are willing to invest their time to do the research. So with that in mind, the quality and consistency of your materials becomes even more important.
Find a sensible approach
“Content is the essence of most customer experiences.” The information you provide, and they way that you present it, has a huge impact on how your customers perceive you. This quote is taken from another great paper which I encourage you to download, “The new role for documentation in the era of customer experience management.” It advocates a joined up approach to documentation across the business, and highlights how a CCMS can help to make this a reality.
Efficiency and consistency feature heavily in the story here. When you consider the number of times a single component of your content library could be re-used across different channels, market segments, publications and countries, then a centralized approach to managing those assets makes a lot of sense.
Some key takeaways
The paper I mention above has some sensible suggestions about how you can best manage your content to deliver a great customer experience. In short:
- Create, store and access content as discreet assets to maximize reuse
- Combine and recombine those assets as needed to fit the customer’s needs
- Tag your content intelligently to keep track of content and improve accuracy.
What’s the bottom line here? It’s about adjusting the mindset in the business and taking content creation out of silos. It’s no longer just the job of marketing, or sales, or the tech docs team to produce documentation. And when you realize the importance of great content in delivering an awesome customers experience, it’s suddenly a lot easier to make the business case for investment in a CCMS to help you.