December 14, 2012
Product Information Important for 'Great Customer Experience'
By Ed Silverstein
Some 79 percent of recently questioned U.S. consumers say “high-quality” content gives a better impression of a brand or specific product, according to recent SDL survey.
In addition, 82 percent of those surveyed said high-quality product content is “essential to good customer service.” Also, such content makes it easier for consumers to solve service problems on their own – some 87 percent said.
The findings provide information on how to encourage improved customer experience management (CXM). TMCnet reported recently that “only 15 percent of organizations say that they are effective at maintaining a consistent customer experience across channels.”
"This survey validates our belief that high-quality product content plays a critical role in improving the customer experience," Jan Jaap Kolleman, CEO of the SDL Content Technologies Division, said in a company statement. "Taking the time and effort to deliver valuable and relevant content is a win-win situation -- it helps businesses enhance brand loyalty, while enabling consumers to get the most out of their purchases."
“Interactive, contextually-aware, multimedia product information is a must-have in any customer engagement strategy,” added the statement from SDL released in conjunction with the survey.
The kind of product information the company is promoting includes: how-to guides, installation and troubleshooting guides, and user manuals.
In addition, SDL explained that most of those taking the survey said they use product information “to learn more about a new product before they use it, while others use it to troubleshoot. The remaining group use product information to discover new functions and features.”
The survey also showed that those questioned said when searching for product information, they often turn to a manufacturer's website or a search engine, such as Google (News - Alert) or Bing.
In addition, younger consumers taking part in the survey -- between 18 and 24 – said they often find content found on forums, news groups and wiki sites. These user-generated kinds of content are often used for product information by the younger age group compared to five percent use by those between the ages 55 and 64.
SDL conducted the survey in August 2012. The survey was conducted online among 1,000 U.S. adults.
In another recent SDL survey, it was shown that most Americans prefer to shop in a physical store for holiday purchases. That lets them interact physically with a product, according to a company statement.
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Edited by Brooke Neuman