MAIDENHEAD, England,
December 7, 2017 /PRNewswire/ --
Product Information Plays
Crucial Role in Customer Experience
SDL (LSE: SDL), a leader in global content creation, management,
translation and delivery, today announced the results of a global
research report measuring the impact of technical content on
customer experiences. The SDL report (Measuring the Increasing
Impact of Technical Product Information) highlights a change in
searching preferences with more than half (53%) of global customers
now consulting manuals, FAQs and technical content to learn more
about a product before purchasing.
The research also reveals the need for brands to promote and
make product-related content easily accessible to customers.
Three-quarters (76%) of customers say product information is
essential to customer service, and makes it easier for them to buy
additional products from the same manufacturer.
In fact manufacturer websites are among the top three most
trusted sources of content, and among the most frequently consulted
by customers before buying a product. Search engines (64%), company
websites (61%) and print/ PDF manuals (35%) were cited as the top
three most trusted source of content, according to the
research.
"These results highlight the critical role of quality technical
product information in building strong relationships with customers
across the buying journey," said Peggy
Chen, Chief Marketing Officer, SDL. "With the majority (94%)
of respondents wanting to search for information in one single
place, companies need to ensure they can manage both their
marketing and technical content and deliver them into a seamless
digital experience to customers across the pre- and post-sale
cycle."
The report also reveals a decline in customers turning to
traditional customer service teams. Customers now prefer online
self-service access to product information, and technical videos,
over contacting representatives. In fact only 8% of respondents now
consider customer services a point of value in a purchasing
decision, and four-fifths (81%) admit product information makes it
easier to solve service problems on their own. The research results
demonstrate that contextually-aware, multimedia product information
is a must-have in any customer engagement strategy.
More than 2,000 customers across U.S., U.K., Germany, Japan, Norway, Denmark and Sweden were involved in the report, which
highlights the importance of high-quality technical product
information to global consumers. It also links the impact of
quality technical material to strong business performance.
Solutions are available to help businesses support this level of
engagement across all aspects of the customer journey. SDL recently
launched SDL Tridion DX, the definitive solution for building
compelling digital experiences (DX) that shape customer journeys.
It includes SDL Tridion Sites and SDL Tridion Docs. Powered by
SDL's powerful machine learning, content management and translation
technology, SDL Tridion DX provides a complete environment for
marketing and product-led content across global web, digital and
mobile properties.
Take a look at our infographic for more on the research.
About SDL
SDL (LSE: SDL) is the global innovator in language translation
technology, services and content management. Over the past 25 years
we've helped companies deliver transformative business results by
enabling powerful, nuanced digital experiences with customers
around the world. Are you in the know? Find out why 78 out of the
top 100 global brands work with us at SDL.com and follow us on
LinkedIn, Twitter and Facebook.