how visionary companies are using product documentation to optimize touchpoints & enhance the...
TRANSCRIPT
Documented Excellence
Why Companies Should Be Using
Product Documentation to Optimize
Touchpoints amp Enhance the Customer
Experience
The Era of the
Customer Experience
Surging Competition + Increasingly Empowered Customer =
In a poll of enterprise contact centers
bull 82 view the customer experience as a
competitive differentiator
bull 82 view accuracy and quality of
information provided and 73 view ease of
interaction as the most important attributes
of a quality customer experience
(Source- Deloitte)
The Most Valuable Differentiator for Companies in this
Dynamic New Landscape is the Touchpoints they Manage
Website
Social MediaCustomer Service
Mobile App
touchmiddotpointˈtəCHˌpoint
noun
The interface of a product service or brand with a customer at any point in the relationship ndash before during or after a transaction
What is a Touchpoint
Understanding Touchpoints
Value to Company-Customer Relationship
Managing Touchpoints Customer Experience
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Why Companies Should Be Using
Product Documentation to Optimize
Touchpoints amp Enhance the Customer
Experience
The Era of the
Customer Experience
Surging Competition + Increasingly Empowered Customer =
In a poll of enterprise contact centers
bull 82 view the customer experience as a
competitive differentiator
bull 82 view accuracy and quality of
information provided and 73 view ease of
interaction as the most important attributes
of a quality customer experience
(Source- Deloitte)
The Most Valuable Differentiator for Companies in this
Dynamic New Landscape is the Touchpoints they Manage
Website
Social MediaCustomer Service
Mobile App
touchmiddotpointˈtəCHˌpoint
noun
The interface of a product service or brand with a customer at any point in the relationship ndash before during or after a transaction
What is a Touchpoint
Understanding Touchpoints
Value to Company-Customer Relationship
Managing Touchpoints Customer Experience
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
The Era of the
Customer Experience
Surging Competition + Increasingly Empowered Customer =
In a poll of enterprise contact centers
bull 82 view the customer experience as a
competitive differentiator
bull 82 view accuracy and quality of
information provided and 73 view ease of
interaction as the most important attributes
of a quality customer experience
(Source- Deloitte)
The Most Valuable Differentiator for Companies in this
Dynamic New Landscape is the Touchpoints they Manage
Website
Social MediaCustomer Service
Mobile App
touchmiddotpointˈtəCHˌpoint
noun
The interface of a product service or brand with a customer at any point in the relationship ndash before during or after a transaction
What is a Touchpoint
Understanding Touchpoints
Value to Company-Customer Relationship
Managing Touchpoints Customer Experience
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
In a poll of enterprise contact centers
bull 82 view the customer experience as a
competitive differentiator
bull 82 view accuracy and quality of
information provided and 73 view ease of
interaction as the most important attributes
of a quality customer experience
(Source- Deloitte)
The Most Valuable Differentiator for Companies in this
Dynamic New Landscape is the Touchpoints they Manage
Website
Social MediaCustomer Service
Mobile App
touchmiddotpointˈtəCHˌpoint
noun
The interface of a product service or brand with a customer at any point in the relationship ndash before during or after a transaction
What is a Touchpoint
Understanding Touchpoints
Value to Company-Customer Relationship
Managing Touchpoints Customer Experience
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
The Most Valuable Differentiator for Companies in this
Dynamic New Landscape is the Touchpoints they Manage
Website
Social MediaCustomer Service
Mobile App
touchmiddotpointˈtəCHˌpoint
noun
The interface of a product service or brand with a customer at any point in the relationship ndash before during or after a transaction
What is a Touchpoint
Understanding Touchpoints
Value to Company-Customer Relationship
Managing Touchpoints Customer Experience
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
touchmiddotpointˈtəCHˌpoint
noun
The interface of a product service or brand with a customer at any point in the relationship ndash before during or after a transaction
What is a Touchpoint
Understanding Touchpoints
Value to Company-Customer Relationship
Managing Touchpoints Customer Experience
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Understanding Touchpoints
Value to Company-Customer Relationship
Managing Touchpoints Customer Experience
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
On average your customers will search for
information across 7 touchpoints
80say authenticity of content is
the most influential factor to
brand trust
90expect the customer
experience to be consistent
across all channels
Sources McKinsey Marketing Profs
Brands with more digital touchpoints are more
likely to be selected by consumers
Managing Touchpoints is Essential
Customers Expect Consistency Across Touchpoints
47would switch to a competitor
that provides the channel of
their choice even if satisfied
by service
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Source Forrester Research Inc
Pre-sale phase
Immediate post-sale
Long term loyal
customer phase
Customer Stage and the Pivotal Role of Product Documentation
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Search Engines
First-level search
CUSTOMER
IOT
Proactive diagnostic
CUSTOMER
Knowledge Base
Case deflection
CUSTOMER SUPPORT
Call Center
Quick contextual
help to close ticket
SUPPORT
Customer Community
Collaborative QampA
CUSTOMER
Documentation Portal
Deep technical search
CUSTOMER SUPPORT
Typical Product Documentation Touchpoints
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Search Engines are almost always the first search option With over 35 billion searches a day
Google is the go-to place for customers in search of everything from information to help
Knowledge bases typically contain Subject Matter Expert-curated content how-to articles and
support videos that are used by customers as well as the support organization Furthermore the
ability to create topic-based documentation for the knowledge base gives companies the option to
repurpose assets from the documentation portal
Typical Product Documentation Touchpoints
Search Engines
Documentation portals provide customers with relevant information that guides them through the
relevant steps of the journey The documentation portal also typically includes formal technical
publications that allow deep technical research and reference Documentation
Portal
Knowledge Base
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Call centers provide real-time live support for resolving customer support issues The call center
can also repurpose information created by other touchpoints such as the documentation portal
and knowledge base
Internet of Things When a companyrsquos devices are smart and connected they can be better utilized to
self-diagnose ndash and potentially even self-recover ndash based on documentation that can be delivered
directly to the product
Call Center
Customer communities have been widely adopted over the last few years and provide an interactive
live platform for customers and support agents to interact and collaborate with each other regarding
products experiences and brands Customer
Community
IoT
Typical Product Documentation Touchpoints
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
SEARCH
ENGINES
DOCUMENTATION
PORTAL
KNOWLEDGE
BASE
CALL
CENTER
CUSTOMER
COMMUNITYIOT
LOW
MEDIUM
HIGH
Utilization of Product Documentation Across Touchpoints
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Utilization of Product Documentation Across Touchpoints
AWARENESS OWNERSHIP FEASABILITY
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Consequences of Underutilizing Product Documentation at
Each Touchpoint
Various departments duplicate each otherrsquos efforts when they work on support materials
This lead to chronic inconsistencies within the materials created A study by Eptica found
that when asked the same question by email Twitter and web chat just 11 of
companies provided consistent answers across two or more channels
Duplications and
Inconsistencies
Since the support materials offered through each touchpoint are different they cannot
be updated systematically or cost-effectively As such they are not regularly maintained
and updatedHigh Costs
Due to the issues noted above there is limited interaction with customers which means
that a major source of feedback that would otherwise enhance documentation is left out
of the picture The above-noted Eptica survey found that over 50 of customer
questions are unanswered across all channels
No Voice of the
Customer
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Customers who face these
frustrations are 4x more likely to
become disloyal
Source Harvard Business Review
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
The Solution =
The Touchpoint Expansion Cycle
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
I
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
The Touchpoint Publishing Solution
Take full advantage of topic-based authoring
Increase the number of customers exposed to touchpoints
Generate interactive feedback and sharing of product documentation
Help customers access more relevant information
Improve customer satisfaction and enhance the customer experience
Help the organization appreciate the importance of documentation
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
The result is product documentation
that has become even more effective
reaching more customers and
continuing to improve each time it is
shared to more touchpoints The bottom
line higher value for your content
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Touchpoint Expansion Cycle Best Practices
Identify and get buy-in from all stakeholders by communicating with any relevant
partners including the support organization the corporate knowledge management
function and the product department1
2
3
4
Make sure that everyone is aligned on the purpose and goals of the relevant
product documentation and touchpoints
Prioritize touchpoints by determining where consistent product documentation is
needed most
Make note of the technical documentation that is reusable across multiple
touchpoints along the customer journey
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
Touchpoint Expansion Cycle Best Practices
Start small and think big by focusing on one touchpoint measuring and then
expanding slowly It is best to choose a touchpoint that will clearly benefit multiple
audiences and focus on creating a consistent and personalized user experience5
6
7
Build a business case early on by communication the relevance of each touchpoint
Since everyone is benefiting from an improved customer experience determine
ways to co-share budgets since product documentation has an effect one very
department within the organization (eg Product Support and Marketing)
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom
For More Information
Request a Demo
Contact Zoomin Today
wwwzoominsoftwarecom