“COVID-19 has made the need for self-service product content experiences more pertinent than ever due to fewer in-person interactions and the accelerated digital transformation of enterprises across industries,” says Gal Oron, Co-Founder and CEO, Zoomin, in an exclusive interview with EnterpriseTalk.
ET Bureau: What are the major factors that affect employees’ experience while using a new product or service?
Gal Oron: Enterprises typically have hundreds of thousands of pages of technical content, such as product manuals and guides, training materials, knowledge articles and community discussions that explain how to use a product. Unfortunately for their customers, this content is frequently created and managed by many different enterprise teams, tools, and systems, and published in a range of channels lacking a consistent experience. This results in a fragmented, frustrating experience for users searching for answers. In fact, a 2019 Forrester survey found that 45% of customer service professionals indicated they viewed a lack of cooperation across organizations and channels as the greatest challenge to positive change in CX.
Setting employees up for success starts with equipping them with the information they need to intuitively and effectively use the evolving products they need at work. The ease with which employees can find the answers to key product questions, from researching to onboarding and troubleshooting, is a defining aspect of their overall product experience and a key determinant of internal productivity and effectiveness.
The technical product information, such as user manuals or knowledge articles, that powers these interactions need to be accessible via an intuitive self-service experience in order to realize the kind of employee independence that boosts productivity and performance.
COVID-19 has made the need for self-service product content experiences more pertinent than ever due to fewer in-person interactions and the accelerated digital transformation of enterprises across industries.
With the massive shift to work from home, people are hard-pressed to be efficient without having the surrounding supportive environment. An enterprise’s technical content should alleviate this problem by providing users with relevant information at their fingertips where and when they need it – even when their colleagues are not present to answer their questions. And amid this uncertain environment, enterprises must offer users the confidence to use their products to their full potential, without any friction or confusion.
ET Bureau: How can enterprises make technical content digestible to their customers and employees?
Gal Oron: Customers need a solution that takes product content from wherever it comes (manuals and guides, training materials, knowledge articles, community discussions, etc.) and deliver it in a unified, intuitive and personalized way, wherever end users look for it (across documentation sites, customer service portals, communities, or product sites, for instance).
In a perfect world, this type of platform should be able to be within a stand-alone web portal or be embedded as widgets or apps in the existing customers’ digital assets. Such a platform should even be able to help surface the content users need, right where they search for it while offering a dynamic and intuitive navigation experience that allows users to explore peripheral content around their search query. Additionally, the content that users interact with should be served in its original format within the context of the system or workflow. This means users are not sent to external repositories, which is a jarring experience for the user and a challenge for organizations to manage and maintain.
ET Bureau: In what ways can enterprises strengthen their product value while simultaneously enhancing their customer experience?
Gal Oron: The launch of a product is just the beginning. Enterprises can only succeed when their customers are fully empowered to self-serve evolving product functionality as new capabilities are introduced and others shed.
Product adoption is therefore continuous and only happens once users are exposed to the full and evolving functionality of products including new feature adoption to help them quickly onboard and continuously derive value throughout their long-term product journey.
Ideally, enterprise product content management systems should facilitate product adoption by empowering every customer to independently answer their own product questions and intuitively discover new product opportunities throughout their evolving product journey.
This evolving product journey produces invaluable data for enterprises that can successfully harness data to provide previously untapped insights into user behavior around content interactions.
Since users engage with technical content throughout their product journey from research to onboarding to troubleshooting and exploring new features, every interaction reveals distinct insights into what users are using, looking for, and lacking.
This meaningful data has the potential to identify and solve existing product and content problems, unlock new opportunities and drive better decision-making across the enterprise, turning both content and data into strategic assets. And this relationship between technical content, user behavior, and analytics is truly symbiotic, as all insights gained from user behavior will feed into improvements of the customer experience.
ET Bureau: How can enterprises continue to provide personalized content to their customers when the features of their products and services are rapidly changing?
Gal Oron: When it comes to product content, new material is organically created with every product update. Enterprises should implement a mechanism that removes the need for manually publishing updates and can update and publish those updates across many different channels, consistently, and all at the click of a button.
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Too many teams rely on heavy, cumbersome, manual processes that are rife with human error and slow their product development processes. The ideal solution would match content delivery agility with product release agility.
These more agile, relevant answers would create a feedback loop in which better answers create a better end-user experience, which would, in turn, generate more customers, who would create more traffic and generate more content through support communities. The increased traffic and new content would lead to better data insights as the enterprise can glean more information from their product content, which would, in turn, create better, more personalized answers.
Gal Oron is the CEO and co-founder of leading knowledge orchestration company Zoomin. Along with Joe Gelb and Hannan Saltzman, Gal founded Zoomin in 2016, bringing with him an extensive background in entrepreneurship. Gal accrued over a decade of experience in the investment and SaaS sectors, serving as a partner at Trigger Partners and a mergers and acquisitions specialist at Verint. Prior to that, he rose from a software engineer to President at Orsus (acquired by NICE Systems), where he worked for nearly a decade. A former fighter pilot in the Israeli Air Force, Gal also holds a BA in Economics and Computer Science from Tel Aviv University.