We started something else a bit new on STC’s Notebook: we’ve invited the presenters of our webinars to provide a guest post talking about their upcoming presentation. We hope this will provide even more information to potential attendees and give a glimpse into what you can expect to learn. Today’s guest post is by Sharon Burton, who presents the webinar And the Survey Says: What Consumers Think About Our Instructions (And It’s Not Good!) on Tuesday, 12 February, from 10:00-11:00 AM EST (GMT-5).
As you may know, I’m interested in the post-sale part of the sales cycle, the part where we support our users with clear and useful content to use our products. This post-sale content support enhances our brands by making products easier to use. Making products easier for our customers to use goes to the suitability of products in our customers minds. By improving the post-sales part of the customer experience, we help the customer want to purchase our products again.
All of this increases sales and increases brand confidence.
Over the summer of 2012, I did a survey about consumer feelings about product instructions. These results show that people read and use product instructions. that clear instructions make people trust the brand, and people feel good about the products they purchase. Poor instructions result in people feeling the rest of the product is of inferior quality. For example, product instructions are only meeting the customer needs “sometimes” (65%).
New webinar about these results
I’m giving an hour-long webinar on 12 February from 10:00-11:00 AM EST (GMT-5) through STC about these results. If you attend live, you not only get to ask questions but you receive a free copy of the full survey results, complete with the comments people made (a $5 US value).
I’m looking forward to your attendance; you can sign up here. When you sign up, use my personal code: WS021213.
I’m excited about these results and look forward to sharing them with you.