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:

Screen from Steno Keyboard app

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.

Reframing technical communication as marketing

We’ve noticed a few slidedecks and blogs recently that have been looking at the value of technical communication in marketing a product successfully. With the trend towards earning revenues over a lifetime (rather than in a single upfront payment), the marketing strategies employed by organisations is changing.

Scott Abel has posted a slidedeck called “The Future of Technical Communication is Marketing”, which you can see below:

Acrolinx has also been posting blog posts on a similar theme, such as How Technical Communicators Help Build Customer Relationships and Building Customer Relationships: Why Content’s in the Driver’s Seat.

Marketing is becoming, particularly on the Web, about designing User Interfaces for prospects and for customers.

Technical Authors will need to understand how marketing is changing in order to understand and explain how they can add value to that activity.

What’s happening with the ISTC’s marketing?

I’ve had some time in the last few days to initiate some the ideas mentioned in my post Marketing the technical communication profession. This relates to improving the marketing of the Institute of Scientific and Technical Communicators. Most of the work we do for clients is confidential, so it’s a pleasant change to be able to talk about a project as it’s progressing.

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“Bad information is Marketing’s fault problem. Good information is Tech Comms’ specialty. Let’s do the maths.”

inbound marketing and technical communicationsThe quotation in the title is from Roger Hart’s presentation at last week’s TCUK14 conference. Roger is a product marketing manager who spent a few years as a Technical Author. In his presentation, Collateral damage: do marketing and tech comms have to fight when users get informed?, he explained some of the most powerful marketing content today is high quality user information – especially the content that Technical Authors produce.

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Technical communication as a brand – The CEO and the technical communicator

The CEO and the technical communicator ebookSince I wrote the post on Technical communication as a brand, we’ve been working on an idea we had for promoting the profession. The end result is another story, another free graphic novel you can download, called The CEO and the technical communicator.

It’s published under a Creative Commons licence, so anyone can forward it on, as long as they don’t modify it or sell it.

There’s a lot of factual evidence about the value of technical communicators to an organisation (such as the ROI calculators on our website), so we thought we’d see if we could appeal to the heart as well as the head by using a story-based approach.

Technical communication comes in many forms, so there were some challenges in coming up with something that was representative of the whole profession. Partly to get around this, the document shows people’s reactions to the content created, rather than showing the content itself. It also uses the word “content’ as a catch-all for document, manual, book, Help file, Web page, illustration, and so on.

We’ve also developed an ISTC-branded version that the Institute for Technical Communicators could use itself to promote the profession. We’ve sent it to to the ISTC Council for their consideration and comments. The document might be modified if they ask for any changes to be made; for example, we’re wondering if there should be greater emphasis on the writing aspect of the role.

You can download the Cherryleaf version from our website. Let us know what you think, using the comments below or by email.

Technical communication as a brand

Flickr image by Ruper GanzerOne of the tea break discussions at the Congility conference I spoke at last month was over the need to improve the awareness of technical communicators and technical communication as a profession.

I suggested the profession would benefit from having (and promoting) a simple positioning statement that explains the profession as if it were a brand. This is something I believe Tekom, the German professional body, did in the early 2000s. Tekom carried out some research in Germany that suggested as many, if not more, people were carrying out a technical communication role as part of another job, and that they were not aware the profession of technical communicator existed. So they aimed some of their marketing efforts at these groups, to make them aware of the profession. They wanted to see if they could bring these people into the Tekom membership.

In fact, I think there should be two statements to improve awareness of the profession:

  1. One saying there are these people called technical communicators who could help your business.
  2. One aimed at people who are writing technical documentation, but don’t realise it is a profession, with a professional body, standards etc. that could help them do it better.

Looking at the STC and ISTC sites, there are some useful simple descriptions of the profession. I’ve used content from these two sites to come up with the following description for the first statement:

“Technical Communicators are professionals who take technical and complex information and make it clear to people who need to understand and use it.

They have skills in providing the right information to the right people, at the right time. They communicate by using technology such as Web pages, Help files or printed content.

Having clear instructions can make all the difference to users of products or staff carrying out tasks. That’s because the need for accurate and accessible content has never been greater.”

We hope to progress this idea a little bit further, and produce something that the ISTC, the professional body for UK technical communicators, and ourselves could use.

Do you think the description we’ve used could be improved? If so, please use the comment box below.

Changing times in technical communication

Deepak Chopra quotation Flickr image  Celestine ChuaWe’ve been on the road in recent days and weeks, visiting different documentation teams, and we’ve found there are distinct signs of change.

In previous years, most documentation managers have effectively been saying to us their organisations weren’t really clear about the value of documentation. As the Technical Publications team usually amounts to less than 5% of the IT budget, the successful companies have, in the past, not worried about this and left the documentation team to work out for themselves what they should be doing. However, for organisations that have been watching every percent in the budget, they’ve reduced the spend on technical documentation to the bare minimum. Of course, in a recession that’s been quite a few companies.

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Proving your technical content is the most important content on your website

In yesterday’s post, How technical content on the Web is turning traditional marketing strategy on its head, we discussed the importance of technical content to today’s marketing funnel. You might be thinking, show me more evidence.

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