Customers as advocates

I attended the Customers as Advocates conference yesterday, at the invitation of the hosts Strand Writing and Design. Strand is a copywriting company, and their conference focused on the challenges of creating relationships with customers that will lead onto them providing customer references and case studies.

Although the conference was focused on case studies and advocacy, I was struck by the implications for the user assistance and technical content that organisations produce.

Below are my summaries of two of the presentations.

Ian Williams – Customer Experience and the disappearing sales process

Ian Williams, of Jericho Consulting, looked at what he called “the disappearing sales process”. He quoted research from Google, IDG and Forrester showing how important content and customer recommendations are in the buying process today:

• 57-70% of the buying journey is complete before a potential customer looks at marketing content or engages with anyone in the sales team (source: CEB/Google).
• 21% of buying cycle is spent by business buyers in conversations with peers and colleagues (source: IDG).
• 56% of the buying cycles is spent by business buyers searching for and engaging with content (source: IDG).

He also stated that Customer Experience, and an organisation’s brand, is about “keeping your promise” – that the customer’s expectations must be matched by what they actually get.

Implications for technical communication

This is more evidence that the content Technical Authors create (user guides, FAQs, Help, getting started guides, troubleshooting information etc.) can be an important factor in the buying process. Prospects will do their research, and they seek out trustworthy content about a product.

It also highlights the importance of a consistent message and experience throughout the customer journey. The “promise” must be consistent in the marketing and the user assistance. You also need to deliver on that promise; poor quality post-sales content just won’t do any more.

Mark Gallagher – How Formula 1 will affect your business

Mark Gallagher has been a senior F1 executive of over 20 years. He talked about how the business of Formula 1 is changing, and how those developments are likely to affect the wider business world.

He explained that the Formula 1 constructors were now the world’s experts in capturing data, analysing data, and providing information on performance improvement to the end user. Constructors, such as McLaren, were now applying this expertise to a wide range of industry sectors.

Mark predicted that this expertise could be applied to the “Internet of Things”, where devices capture data and provide advice and information to the end user.

IMPLICATIONS FOR TECHNICAL COMMUNICATION

If these capabilities were applied to mainstream software, perhaps we could see applications such as Word and Excel capturing data on how you use the software, and then providing advice on how you could have completed that task in a better way.

In fact, some applications are providing this type of feedback already. Here’s a screenshot from an Android app called Steno Keyboard. It analyses your keystrokes and tells you if there was a better way:

The type of development would change user documentation into performance support, and move more of the user content into the application itself.

Conclusions

This post represents just a few notes from the conference. It’s clear that content, in all its forms, is becoming a key factor in the buying cycle. User Assistance is not just for customers, it’s for prospective customers as well.