Posts Tagged ‘Customer Support’
In these difficult economic times, companies need all the strategic marketing assets and sales tools they can muster. Did you know that documentation can help you achieve several important marketing goals? Are you getting the most out of your documentation?
One of the strongest arguments for investing the proper amount of time and money to produce effective documentation—the kind that shows you understand your market and your customers—is that you will create several powerful marketing tools in one package.
Want to become a member of the “smart marketing” winners circle? Here are some of the top reasons why great product documentation can set your products and company apart from the crowd …
One, repeat business. Successful documentation helps your company get repeat business in a very economical way. As you know, converting prospects to customers requires a lot of work and money. Once you’ve made the sale – what then? If your customers are satisfied with the product and how it meets their needs, they are likely to buy from you again. Documentation that helps customers use your products and get the most out of them promotes repeat business.
This is low-hanging fruit, so don’t overlook the marketing value of great documentation. As a bonus, if you publish your documentation online, you can build out those pages to encourage even more customer interaction with your company.
Two, analytics. How do you know your documentation meets your customers’ needs? Are you really communicating everything your customers need to know about the product?
Build out your online documentation package to encourage customer feedback, so you can find out what customers really think about your product documentation, and how they use it. Enable comments so users can tell you what they think is missing, what they like, and more. Automated analytics tools can tally and rank page and topic views, for example, and also list referrers, search terms used to find topics, which links were clicked, and so on.
Documentation analytics just might turn out to be your best friend in the marketplace, providing unvarnished, honest feedback and market intelligence. You can use that information to correct weaknesses, build on strengths, make better decisions about product development, gain a competitive advantage—and, ultimately, generate more business.
Three, interactive customer engagement. Who said documentation has to be just static pages lurking on a company website, waiting for customers to drop by? That’s all well and good, of course, but why stop there?
If you know your customers and how they use your product, you can slice and dice your documentation into many different configurations, and push it out onto many devices in various formats.
You can also make your documentation more interactive. Beyond pages of text, figures, drawings and photos, why not add podcasts, videos and automatically updating fields to the mix? Consider a video-game format for a training document, for example. Interactivity keeps customers connected and learning; that can pay off on the bottom line.
Hankering for more information on interactivity? Then you might also like to read Does Your Company Use Interactive Electronic Technical Manuals (IETM)?
Too many companies still view documentation from a limited perspective and, therefore, leave business on the table. You already know documentation is critical for making your products usable and useful. It’s time to take the next step and realize its potential as a powerful, strategic marketing asset.
Talkback: Does your company view documentation as a marketing asset? Do you use documentation to develop and retain your customer base? If you use documentation as a marketing tool, has it helped increase your customer base and revenues? What documentation formats work for you? Share your thoughts and experiences in comments—thanks! Elizabeth Lexleigh LexPower The Write Ideas
Who says a PDF has to be just an e-version of the static printed page? Now you can offer your readers a rich, multimedia experience by including video in your PDF documents. Although many documents could be made more useful and engaging by adding short video segments, customers and users may find such a feature especially helpful in reference guides, how-to tutorials, and training procedures.
Many writers create documents using content-authoring software like Adobe FrameMaker, Microsoft Word, MadCap Flare, or the OpenOffice word processor. As far as I know, all of these companies have a document-to-PDF guide on their website. If you are working with FrameMaker, for example, you’ll find the conversion guide under Resources.
Are you among those who already use video-capture software to create video segments? Then no doubt you are probably familiar with names like SMRecorder, HyperCam, Camtasia Studio, Adobe Captivate, and CamStudio, among others. If you’re new to these (and similar) packages and want to get a feel for what they can offer, take a look at CNET Download.com for reviews of Camtasia Studio as well as links to reviews of the others.
Once you’ve got your document and video files ready to roll, how to munch and crunch everything into one fabulous PDF?
Use Adobe Acrobat 9 Pro (and Extended Pro) or Acrobat X to embed video directly in the PDFs you create. (By the way, if you have ever wondered about embedding a flash file (*.flv or *.swf format) in a PDF, yes, your users will need a flash player to view the file. Fortunately, about 99 percent of internet users already have flash player installed.)
When you create a PDF, Acrobat will allow you to embed the video directly in the PDF file, or embed a link to a remotely hosted video.
Here is an Acrobat X Pro step-by-step guide to inserting rich media into PDF documents.
And here are some links to video tutorials that show the embedding process:
These resources can help you easily learn how to embed videos in PDF files.
At long last, you can turn those ho-hum, static PDFs into media-rich productions that will boost your users up the learning curve.
Now it’s your turn: If you embed videos in PDF files, which packages do you prefer, and why? Have you discovered any pitfalls to avoid? Can you recommend any helpful tips and tricks? Please leave comments to share your thoughts – thanks! Elizabeth Lexleigh LexPower The Write Ideas
Around 1980, some companies and organizations, notably the aerospace industry and the branches of the U.S. military, began to re-think how they presented technical information. Their products were complex, and their maintenance, troubleshooting and product-support requirements were stringent and time-consuming.
They knew they needed to improve performance, reduce errors, and shorten learning timelines. But how?
As it happened, they looked at emerging computer technologies and wondered if moving from paper to an electronic format would improve results. Among their questions:
- Would users find it easier to learn and use the material?
- Would they reduce errors and improve performance?
- Could they integrate documentation with other systems?
- Could they save money?
Tests with interactive electronic formats showed positive results and so, encouraged, the companies and the military forged ahead into the world of Interactive Electronic Technical Manuals (IETM).
Since that time, we have seen IETM systems develop a variety of features, with most using one or more of the following:
Linear Structure. This sort of electronic document is based on the structure and layout of a printed book and uses navigational aids, such as a table of contents and a list of figures, that hyperlink into the content. A PDF file is a good example.
Nonlinear Structure. These online documents are organized around the logic of the product or task, for example, instead of following a linear book-type structure. However, the concept of a static page remains. As you would expect, there are lots of hyperlinks and other navigational aids. This type of document is often authored in a markup language.
Dynamic Data. These online documents are very nonlinear in structure. Content and pages are dynamic, drawing much of their data from relational databases and data dictionaries. Background programming automatically updates the dynamic data when the databases and dictionaries are updated. Hyperlinking in these documents is typically very complex and is, therefore, usually handled by programming. Content may also be context-specific and user-specific.
Integrated with Expert Systems. As companies build databases of heuristics and expert feedback, these can be integrated with the IETM system to improve the user experience and results. This information can be dynamically mapped into documents in all sorts of ways. For example, feedback by expert troubleshooters about errors and how to resolve them is sought after by companies across the product and process spectrum.
New Frontier—Multiple Devices. Many companies are now changing the way they and their customers think about IETM. From design concept to reality, they are experimenting with unleashing product support through all sorts of channels, for example: Mobile devices such as tablets and phones, YouTube, Facebook, Twitter, websites, CDs, PDF, print, wikis, and blogs.
The new frontier of IETM seems to call for a “basket” of delivery platforms, each carefully selected for a certain type of content.
And no matter the platform, content rules. As ever.
Content must be organized in a way that suits the product, the audience, and its intended use. Content must be consistent across multiple platforms, well structured, properly modularized, cross-referenced and completely accessible by a full range of search and navigational features.
IETMs and their spin-offs present design, writing and production challenges, but produce a better user experience and greater performance improvements over stand-alone paper documents.
For more on creating an interactive user experience, see my recent post Let Your Customers Tweet in Your Documents.
Now it’s your turn: Does your company use IETMs? On which delivery platforms? How would you describe your experience implementing IETMs? Do you think the results are worth it? Please share your thoughts and questions about IETMs in comments. Elizabeth Lexleigh LexPower The Write Ideas