There is a fundamental gap between the way companies treat help content and the needs and demands of consumers. To understand this gap, we analyze three central aspects of the current economic landscape.
- We live in a customer experience-based economy. Consumers differentiate between brands by their experiences outside of traditional marketing channels. Users seek an authentic sense of what it is like to be a customer before they buy. With dwindling customer loyalty, ensuring a top-notch customer experience across the customer journey is crucial to maintaining a competitive edge.
- This is the age of on-demand understanding. The prevalence of mobile technology and IoT changes the way consumers approach product and help content, which increasingly plays a role in research, purchase decisions, and customer success. Companies with easily discoverable content drive more brand engagement.
- Your content is your customer experience. As consumer patience for older channels wanes, self-service channels become the front-line of customer experience, from research to renewal. A successful customer experience initiative addresses how content is presented and how consumers engage with it.
To address these emerging trends, companies need to adopt a content strategy that deploys smart content across the customer journey. PDFs and FAQs do not provide the user experience that modern consumers expect, and they do not offer intelligible metrics for strategic insights. Smart content addresses these deficiencies, and more.
Companies can break the cycle of poor customer experience by evolving their product and help content in new ways. Learn about the customer needs addressed by introducing smart content throughout the customer journey to differentiate your brand in an increasingly competitive economy.
How do you find content right now?
Open software → Click into a repository → Search for a file → Open a PDF → Still can’t find what you need :(