digitally sophisticated customers today expect a wide range of content available as they research their options. It is becoming more common for potential customers to wait to read user manuals, maintenance manuals and repair and other technical documents before making their purchase decisions. – Particularly in industries where both the sales cycle and the product is complex
When technical communication is unavailable or not optimally on the user devices in the way we already expect this of marketing content, end users often become frustrated, confused, and unable to do what they originally planned to do. If your technical communication is causing frustration, your customers – and your potential customers – are likely to lead this frustration to the product and not the documentation of help and support. It is too often that frustration turns into dissatisfaction with the product and the brand.
Existing customers require technical content that is natively available on all channels, mobile devices, and formats, including mobile applications. They also want it delivered and displayed faster with useful customizing filters in place to improve the consumer experience. They want technical information to be easily consumable, easily searchable, interactive in nature and immediate action. These challenges that only use of the plague marketers are now extending technical communicators as well.
Unfortunately, most companies that produce technical content for their products continue to produce unstructured documents that do not translate well to mobile devices, which is where most people are trying to see . Customers equate poorly presented documentation as an indicator of less-than-optimal quality and product performance.
The companies that create the technical documentation based on DITA that plays well in the multichannel world often hosted on another platform within their organization. This creates another silo that complicates your ability to understand the customer journey, resulting in poor customer experiences through the purchase and use of your products.
Sales Cycle Impacts
gone are the days when you had the luxury of getting calls from confused customers phone. Today, consumers would rather support their ways or drag your competitor -. Which can have an integrated platform that creates a smoother customer experience, pre-coherent and after purchase
To solve this problem, Adobe recently integrated the application of document creation and the popular Adobe FrameMaker publishing with Adobe Experience Manager. This integrated solution accelerates the delivery of technical content on the leading platform on the market that helped traders offer compelling digital experiences.
“Our doc technical team manages a library of over 200 technical manuals, and generally publishes over 25 books each month, said Kathy Miller, Senior Director at CyberSource, a Visa company. Given our methodology Agile software development, we operate with short release cycles and need to reuse a lot of common content in our library. to increase efficiency, we wanted to find a solution where we could, review, approve, and publish all in the same set of tools. and since we now author of our content in FrameMaker, it made sense to stay in this environment to reduce the learning curve for the team. the Adobe solution will enable us to do this and as help to streamline our localization process. “
for nearly three decades, FrameMaker has kept pace requiring technical-communication requirements for environments of small documentation, medium, and large scale. Its integration with Adobe Experience Manager is a comprehensive assessment of the changing needs of your multi-channel customers, as they do most of their work on mobile devices.
Combine your management components-Content and Web Content Management
There are powerful advantages to storing your technical documents with your other content in an asset management system digital (DAM). records managers and creators will have access to your entire content collection, and traders will have easy access to the technical documentation. In addition:
- You can measure and better understand how customers use your documents as part of your content and customer collection trip as a whole. This can inform product production strategies and innovation and to help optimize your marketing initiatives.
- You can track what your customers are looking for in your documents, providing an overview of what content you can recommend further that would be most useful and lead to cross-selling opportunities.
- -technical communication teams, such as marketing teams will be able to measure the impact of their efforts on engaging customers and other business objectives.
- The trade data on customer needs becomes available to document the teams ultimately provide opportunities to create more relevant documents designed to meet the needs of customers.
- Just as technical communicators have greater visibility on how their efforts directly affect customer satisfaction and business success, marketing will see how good records can improve – even accelerating – a sales cycle complex
“the XML Documentation Add-on for Adobe Experience Manager and seamless integration with FrameMaker Adobe show the commitment to support the growing business needs by treating the full XML stream of creation, editing, revising and editing, “said Maria Casino, Manager marketing, Intersil.
Great communication technology that meets customer needs can attract and convert customers, maintain customer relationships, and turn your users into brand advocates. The integration of technical communications with marketing initiatives allows companies to provide the most relevant content at each stage of the customer journey.
This integration of FrameMaker, Adobe Experience Manager becomes the single platform for marketing and communications technology services. It is both the main digital experience platform for marketing and now as a full-fledged business class CCMS DITA for technical communications.
To deliver seamless experiences that customer demand, a digital experience platform must extend across organizational silos to drive a better overview of customers and deliver the right content in the moment that counts.
For more information:
Learn more about the solution: http://www.adobe.com/products/xml-documentation-add-on-for-experience-manager .html
Sign up for a webinar on August 30 for details: https://2016-08-30-aem-dita-ccms.meetus.adobeevents.com/