Product information – whether that’s user manuals, how-to guides, or installation and troubleshooting guides – has always been considered a staple component in any customer purchasing experience. Yet little research has been done to analyze exactly how users access and leverage product information, and how it influences their perception of a product or brand.
The survey, which was conducted online among 1,000 adult consumers in the United States, demonstrates the impact that high-quality product information can have on the customer experience. The majority of respondents agreed that high-quality product content is essential to good customer service (82 percent), makes it easier to solve service problems on their own (87 percent), and improves their impression of a product or brand (79 percent). The survey also reveals:
· * How product information is being used: Most respondents stated 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.
· * How consumers access product content: When searching for product information, respondents stated that they most frequently turn to the manufacturer’
· * How consumers feel about user-generated content: When it comes to younger consumers (aged 18 – 24), content found on forums, news groups and wiki sites is a significant source of trusted product information. This group was most likely to turn to user-generated content for product information, compared to a mere 5 percent (aged 55-64) who said they did.
Additional findings are available in the full survey report, titled “Measuring the Importance of Product Content in Customer Experience Management”:www.sdl.com/
“This survey validates our belief that high-quality product content plays a critical role in improving the customer experience,”
SDL enables global businesses to engage with their customers in the language, the media and at the moment they choose. We help businesses manage their brands, drive global revenues, accelerate speed to market and enrich their customers’ experience. SDL’s enterprise-ready innovative technology and service solutions span the entire customer journey and include social listening and marketing analytics, campaign management, language management and services, video and written content creation, web content management, dynamic technical documentation publication and eCommerce. SDL solutions drive global reach across multiple languages, cultures, channels and media. SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70 offices in 38 countries. For more information, visit www.sdl.com (http://www.sdl.com/