SDL has announced a new product family designed to improve customer experience. SDL LiveContent helps companies by monitoring a “customer’s journey” and providing relevant feedback and technical information.
The Idea Behind SDL LiveContent
Following a survey in August, SDL determined that 70 per cent of respondents said that having proper product information would increase the chance of being a repeat customer, while 87 per cent agreed that having this information makes it easier for them to solve product issues by themselves. SDL, which recently aimed to improve online shopping, realized that there needs to be more engagement between the company and the customer about the information that is supplied along with a product.
Companies have learned that customer engagement does not end at the point of sale,” said John Hunter, CEO of SDL. “The rubber meets the road after the product is purchased, when customers need information on how to use the product they purchased. Therefore, technical product content is not a ‘create it and leave it’ proposition. It must be informative, relevant and consistent, while also easily updated, reused and shared across the enterprise. With the introduction of SDL LiveContent, we are transforming the ability of companies to harness the power of XML to meet the challenges of customer engagement.”
SDL wanted to form a long-standing relationship between customer and company with a line of products that benefits both groups. As the SDL LiveContent website says: “To deliver a consistent customer experience, you need to think about the entire customer journey. Today, that customer journey is driven by content."
What does SDL LiveContent do?
There are three components of SDL LiveContent to help companies engage their customers on a larger and more interactive scale.
- SDL LiveContent Create: There is often a barrier between those who can use XML and those who can’t but with Create, users, no matter their skill set, can create and edit in a brower based editor.
- SDL LiveContent Architect: Architect helps users manage and store content so it can be reused, shared and copied.
- SDL LiveContent Reach: Companies are able to tailor their content specifically to each individual customer, so that both the company and customer can collaborate on the customer’s needs.
Key Factors of SDL LiveContent
There are a variety of factors that make SDL LiveContent an important part of company-customer relations. These factors include:
- DITA Management: DITA Content will be stored, in any language with the SDL LiveContent Architect and information is more organized and easily accessible. Through Baseline Management, information released to the public can be tracked by the company, while with the Condition Manager allows important information to be recycled and reused with other products.
- XML Content Creation: As was mentioned, XML can prove to be problematic, but SDL LiveContent Create can bring together authors and subject matter experts to create, review and edit content in a DITA supported, browser based editor.
- A ‘Structured’ Wiki: In allowing content to be edited by both the authors and subject matter experts within the same area, review processes are shortened and work is done more efficiently, as all of the information is stored in the same place.
- Social Media: Content can be shared over a variety of social networks such as LinkedIn and Facebook, which allows a company to be even more connected to their customers.
- Content Engagement Analytics: In using the Analytics Dashboard, companies can create ‘data points’ to see how customers are engaging their products and what recurring issues customers are having with certain products.
- Multiple Device Delivery: SDL realizes that customers have a variety of ways to contact them and view product information. With SDL LiveContent Reach, customers are automatically directed to the appropriate browser and content for both web and mobile based devices.
SDL is not the only vendor to think that technical information plays an important role in attracting and retaining customers. But it is one of the larger vendors to actively combine both web content management, customer experience management and technical documentation management. Put altogether, you can the right tools to support your customers.
And we're just curious -- does your organization ensure technical documentation is the best it can be for your customers? And do you use it as part of your customer experience strategy?