SDL Survey on CXM Reveals Product Information Essential to Creating a Great Customer Experience
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SDL Survey on CXM Reveals Product Information Essential to Creating a Great Customer Experience

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SDL, the leading provider of Global Information Management solutions, today released a survey report that uncovers new findings about the importance of product content in customer experience ...

SDL, the leading provider of Global Information Management solutions, today released a survey report that uncovers new findings about the importance of product content in customer experience management (CXM) and why interactive, contextually-aware, multimedia product information is a must-have in any customer engagement strategy.

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SDL Survey on CXM Reveals Product Information Essential to Creating a Great Customer Experience SDL Survey on CXM Reveals Product Information Essential to Creating a Great Customer Experience Document Transcript

  • SDL Survey on CXM Reveals Product Information Essential to Creating a Great Customer ExperienceMaidenhead - U.K., United KingdomDecember 13 201279 percent of U.S. consumers believe high-quality product content improves their impression of a product orbrandSDL (LSE: SDL), the leading provider of Global Information Management solutions, today released a survey reportthat uncovers new findings about the importance of product content in customer experience management(CXM) and why interactive, contextually-aware, multimedia product information is a must-have in any customerengagement strategy.Product information – whether that’s user manuals, how-to guides, or installation and troubleshooting guides –has always been considered a staple component in any customer purchasing experience. Yet little research hasbeen done to analyze exactly how users access and leverage product information, and how it influences theirperception of a product or brand.The survey, which was conducted online among 1,000 adult consumers in the United States, demonstrates theimpact that high-quality product information can have on the customer experience. The majority of respondentsagreed that high-quality product content is essential to good customer service (82 percent), makes it easier tosolve service problems on their own (87 percent), and improves their impression of a product or brand (79percent). The survey also reveals: How product information is being used: Most respondents stated they use product information to learn more about a new product before they use it, while others use it to troubleshoot. The remaining group use product information to discover new functions and features. How consumers access product content: When searching for product information, respondents stated that they most frequently turn to the manufacturer’s website or a search engine, such as Google or Bing, to find content. How consumers feel about user-generated content: When it comes to younger consumers (aged 18 – 24), content found on forums, news groups and wiki sites is a significant source of trusted product information. This group was most likely to turn to user-generated content for product information, compared to a mere 5 percent (aged 55-64) who said they did.
  • Additional findings are available in the full survey report, titled “Measuring the Importance of Product Content inCustomer Experience Management”:www.sdl.com/cxm-survey.“This survey validates our belief that high-quality product content plays a critical role in improving the customerexperience,” said Jan Jaap Kolleman, CEO of SDL Content Technologies Division. “Taking the time and effort todeliver valuable and relevant content is a win-win situation—it helps businesses enhance brand loyalty, whileenabling consumers to get the most out of their purchases.” SDL conducted the survey in August 2012 to uncoverimportant trends about the ways customers use product information, and the role that product content plays inthe customer experience. To qualify, respondents had to indicate they use product information both at work andat home.About SDLSDL enables global businesses to engage with their customers in the language, the media and at the moment theychoose. We help businesses manage their brands, drive global revenues, accelerate speed to market and enrichtheir customers’ experience. SDL’s enterprise-ready innovative technology and service solutions span the entirecustomer journey and include social listening and marketing analytics, campaign management, languagemanagement and services, video and written content creation, web content management, dynamic technicaldocumentation publication and eCommerce. SDL solutions drive global reach across multiple languages, cultures,channels and media. SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70offices in 38 countries. For more information, visit www.sdl.com.ContactsGolinHarris for SDL (Americas) – Mary Placido+1 415 318 4375mplacido@golinharris.comSDL Americas – Mary Galoski Parsons+1 781 756 5454mparsons@sdl.comKnow more on: Automated Translation Global Information Management Global Communication