Jerry Silver

We've all experienced the thrill of acquiring a new product only to have it diminished when it's not as easy to use as expected. You rip open the box ready to start playing with your new gizmo and 20 minutes later you're stuck on the phone with tech support because the instruction book was incomprehensible. Obviously this experience negatively impacts the likelihood of you purchasing from this vendor again or recommending the product to a friend or colleague. The quality of product information for customers is often an afterthought, yet the importance of any post-sales customer-facing information shouldn't be trivialized. While businesses invest heavily in customer service training and customer relationship management systems to improve customer satisfaction, they often overlook the experience that customers have with product documentation. User manuals, online help... (more)