Today’s customer support landscape is ruled by companies that rule customer engagement. Whatever the reason, be it Mobilegeddon or life at the speed of the latest page refresh, our customers expect us to meet them wherever they are throughout the entire customer journey. Blink and that customer might be gone.

No matter how daunting a challenge it can be to meet the demand for instant, accurate, relevant information, the customer is and always will be in the driver’s seat. Delivering contextually relevant content where and when customers look for it is essential.

What is contextual content?

Contextual content is timely, authoritative, and relevant content optimized to appear when and where a user might need it. This could be embedded in a physical product, software interface, or even a contact support form online.

Contextual help is a good example: in-product help, tooltips—any help content that’s context-sensitive and served up based on where the user is and (ideally) who they are. In a self-service environment, this might be the suggested knowledge base articles that appear on the contact form before a customer submits a support ticket.

Contextual self-service content can be proactive, too. For example, when I log into my owner’s account for my car, I’m automatically notified of upcoming service milestones I should know about based on my exact make, model, and year. Again, this content is personalized for the context in which I am consuming it—all the elements of good contextual content are there:

  • Authoritative (from the actual automaker, not a third party)
  • Timely (based on the estimated mileage of my car)
  • Relevant (keeping my car running well is important to me)

I didn’t have to seek that content out. heck, I didn’t even know I was looking for it when I logged in to the owner’s portal! It was served up to me based on what that automaker knows about me as a customer and what I might need in that moment.

Personalized content experiences start with good content

The more timely, personalized, and relevant our content is, the lower the customer’s perceived effort and the better odds they’ll reach a successful outcome. That’s the power of contextual self-service content: eliminating the noise and getting straight to what a customer will find useful.

Doing so is hardly magic, though it often seems like it. It’s about how we create, structure, and organize our information. Rather than unwieldy, locked-away PDFs, content should be bite-sized, mobile-ready, and extendable into the various channels customers use to get information.

CONNECTING WITH CUSTOMERS START TO FINISH

Why today’s customer self-service journey requires next-gen knowledge management

When we control how that content is created and delivered, we help ensure that the right customer is seeing the right content—content that’s authoritative, timely, and relevant to their needs.

Because who knows when a question will pop into your customer’s head? It could be while their scrolling on their mobile phone in the checkout line. It might be during the previews of the latest superhero movie. Delivering context-sensitive content in those moments has the power to vastly improve the customer experience and strengthen our customer relationships overall.

 

Additional categories: Customer Experience, Customer Support