At a high level, a personalized experience is about giving customers what they want. And when it comes to support, 71% of consumers want the ability to solve customer service issues on their own. They expect support content relevant to their product, service, problem, or question.
Irrelevant content is white noise.
It wastes the customer’s time, increases their level of effort, and decreases the chances of a successful self-service experience. The impact of this kind of negative experience can be significant, especially with regard to customer loyalty. Consider this: 96% of customers who have a high-effort experience will become disloyal at some point in the future.
So, how do we improve customer success by delivering more personalized support content to each of our users?
Make Navigation Easier
Navigation is more than a way for users to efficiently get from one webpage to the next. It’s also a fantastic way to get users to self-identify. It’s easy to forget that, although these users might know they’ve come to your site for answers, they may not know what to do next. With user-friendly navigation, you can funnel this large and disparate group of visitors to the support content they need without asking them to do more than click a couple buttons.
Yes, I use this model of washing machine—CLICK.
Yes, I’m having this specific issue with said washing machine—CLICK.
Two clicks and this particular user has moved closer to finding the information they need. The further down the rabbit hole that user goes—each time they click and say this is me—the better you can tailor the content that user sees.
The Whirlpool® product help site is a good example of this kind of drill-down click navigation. Their navigation begins with selecting your general product category (Laundry, Refrigeration, Cooking, Dishwashers, or Other Products) then getting more specific with each selection the user makes. As a result, nearly any visitor can be successfully guided to the information they need, no matter why they came to the support site in the first place.
Ask Customers to Log In
Authentication is another way to personalize content for a specific customer. An authenticated user is one you may already know a lot about. When they created their account, for example, that user likely specified details like location, product, and even some marketing preferences.
Welcome back, Martin. How are things going with your washing machine? Looks like your warranty is about to expire. Have you considered an upgrade?
With authentication in place, you can further customize your content experience with things like page permissions. Page permissions allow you to only grant specific users access to specific content, snippets, and sections. A typical customer doesn’t need to see private troubleshooting information intended for field technicians, for example. Field technicians don’t need to see escalation instructions intended for first-tier customer service agents. Page permissions allow you to keep all the information in one place, but only show certain parts of it to certain types of users.
Personalized Content, Diversified Outcomes
Of course, executing this kind of personalized content experience requires the right tools and knowledge management strategy. Often, it starts by moving away from siloed PDF documentation toward a smarter way of organizing content. This will, at the outset, lead to improved self-service outcomes. And that’s a good thing: happy customers are more likely to buy again, try your new product or service, and refer you to their friends and family.
It all starts with a deeper understanding of the customer’s perspective. With that in hand, we can anticipate their needs and serve up content that can help enable a positive outcome.