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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

Maidenhead - U.K., United Kingdom
December 13 2012

79 percent of U.S. consumers believe high-quality product content improves their impression of a product or
brand

SDL (LSE: 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.
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 has
been done to analyze exactly how users access and leverage product information, and how it influences their
perception of a product or brand.

The survey, which was conducted online among 1,000 adult consumers in the United States, demonstrates the
impact that high-quality product information can have on the customer experience. The majority of respondents
agreed that high-quality product content is essential to good customer service (82 percent), makes it easier to
solve service problems on their own (87 percent), and improves their impression of a product or brand (79
percent). 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 in
Customer Experience Management”:www.sdl.com/cxm-survey.
“This survey validates our belief that high-quality product content plays a critical role in improving the customer
experience,” said Jan Jaap Kolleman, CEO of SDL Content Technologies Division. “Taking the time and effort to
deliver valuable and relevant content is a win-win situation—it helps businesses enhance brand loyalty, while
enabling consumers to get the most out of their purchases.” SDL conducted the survey in August 2012 to uncover
important trends about the ways customers use product information, and the role that product content plays in
the customer experience. To qualify, respondents had to indicate they use product information both at work and
at home.

About SDL
SDL enables global businesses to engage with their customers in the language, the media and at the moment they
choose. We help businesses manage their brands, drive global revenues, accelerate speed to market and enrich
their customers’ experience. SDL’s enterprise-ready innovative technology and service solutions span the entire
customer journey and include social listening and marketing analytics, campaign management, language
management and services, video and written content creation, web content management, dynamic technical
documentation 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 70
offices in 38 countries. For more information, visit www.sdl.com.

Contacts
GolinHarris for SDL (Americas) – Mary Placido

+1 415 318 4375

mplacido@golinharris.com

SDL Americas – Mary Galoski Parsons

+1 781 756 5454

mparsons@sdl.com

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Description: 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.