It natural for us to choose the options that make us more at ease. Products are here to make our lives easier, not more complicated. Convenience is a key determinant of any consumer purchase intent and may even determine if customers will stay with businesses or churn. Deloitte has highlighted that “Two-third of the US adult shoppers have ranked price, product, and convenience as their main considerations when making a purchase.”
Take the example of Netflix that revolutionized the way we watch shows and movies. You have an easily accessible collection of the latest box office hits one click away. Netflix even provides a “Skip intro” feature for its users to enjoy the show without wasting their time and a “Next episode” timer so they do not make the effort of searching for it themselves. Netflix has learned that any friction caused while consuming its services is a potentially canceled subscription. Thus, they went above and beyond to make convenience the top priority, so, when will you?
How did we arrive here?
In the age of social media, consumers have a voice, a decisive one. When was the last time that you enjoyed a service so much that you highly recommended it to your loved ones? Happy customers generate more business.
CX is all about delighting the customer with the outcome they expect in the most “human” way possible. Caitlin Burgess author in TopRank Marketing mentioned “Your goal is to deliver the right information, at the right time, to the right person, on the right platform. This is the essence of convenience. You want to make it easy on your audience to get the information they need and to make a decision — and you want to enhance the journey and create a better experience for all”.
The internet is by definition “free access to information and services”. That “free” pricetag eliminated the competitive advantage of low pricing, making usability and convenience the main criteria for selecting a service provider. Internet businesses kept removing one friction point after another, till the point we reached SaaS. The on-demand, easy to use, always accessible software experience. Doesn’t get more convenient than that.
Sadly, achieving that level of customer experience is easier said than done. It requires predicting problems that the users might encounter and solving them beforehand.
The software industry has set the bar so high that other industries are lagging, namely any physical hardware product.
Paper manuals are holding you back
For hardware manufacturers, product manuals are a huge area to make good impressions on their customers.
We all felt the frustration of losing a user guide in the time of need, hidden somewhere inbox inside a dark room. We bought a product, tossed its manual to the side, and then when a problem was encountered, we could not find it. Product manuals are known to be paper-based. This makes them prone to be damaged, lost, or disregarded as complex. They are also bad for the environment, costly for businesses, need
Manuals are made to help users understand products, or if the products are simple enough, at least troubleshoot issues. We came to be accustomed to asking Siri or Google, can we ask a manual? The Paper is dead, good luck finding the right section. In fact, 61% of decision-makers identify visualization as a pain point.
Even if the section is found,
The advantages of the digital native manuals
The better alternative to paper manuals is their digitally transformed versions. They are user-guides available via a SaaS company that ensure that the customers’ time, effort, and money are saved. Hence, providing a great tool for customers’ success.
Digital native manuals are not just a pdf of your standard user manual for you to open and view on a tablet they are more than that. They provide a solution to the two-dimensional simplification of the products that we purchase.
To be able to find this version all you need is a good internet connection and a device of your choice and we all know that currently having both is the standard. This makes it widely available anywhere anytime for any user.
Furthermore, the fact that they are usually provided by a SaaS company makes them one QR code away. Thus, viewers can access them efficiently and effectively without the burden of storing them somewhere.
Digitally available products are remarkably easier to use with their real-time 3D features that make them highly interactive and reality like. 94% of those who have implemented real-time 3D are expanding their investment.
Convenience is at the core of achieving a successful customer experience and digital native manuals are one of the many tools and options to ensure a level of accessibility, availability, and ease of use that customers nowadays can’t get enough of.