Improve customer satisfaction through content enhancement! Introduction to key points and success stories for enhancing customer experience (CX)!

1. Challenges in Improving Customer Experience (CX)

1-1. What is Customer Experience (CX)?

Customer Experience (CX) refers to the term that means "customer experience" or "customer experience value." It refers to the experiences and values that customers gain throughout the entire process of becoming aware of, purchasing, and using a product or service. For example, the customer service when buying a product in a store and the ease of use felt when using the product are all experiences included in CX.
Therefore, to improve CX, it is important to provide experiences that satisfy customers, including emotional aspects, and it becomes a crucial point for companies to build good relationships with their customers.

1-2. Common Challenges in Efforts to Improve CX

When working to improve CX, companies face a variety of challenges. Below are some common challenges.

1. The improvement of the quality of content provided to customers is being postponed.

When the operation manuals and FAQs that customers rely on when using a product are unclear or insufficient, customer satisfaction decreases. Many companies tend to postpone the improvement of such content, but it is actually a crucial element for enhancing customer experience (CX).

2. Adding new features that do not meet customer needs

When companies add new features to their products or services, if they do not fully understand customer needs, those features can become unnecessary for customers and may even worsen the customer experience (CX). The more new features are added, the more difficult it can become to use, which can lead to customer dissatisfaction.

3. Unable to analyze inquiry logs

More companies are using chatbots for customer inquiries, but if you do not analyze the logs, you will not be able to see what problems customers are facing and where their dissatisfaction lies. Properly analyzing the logs and using the insights for improvement is the key to enhancing customer experience (CX).

4. Insufficient collaboration between channels

Many companies interact with customers through multiple channels such as phone, email, and social media, but if the information from each channel is managed separately, it becomes difficult to provide a consistent experience for customers. Establishing a system that allows for smooth responses regardless of which channel the customer uses to make inquiries contributes to improving customer experience (CX).

To improve customer experience (CX), it is very effective to introduce tools that can address challenges like those mentioned above. One such tool is "Zendesk." Zendesk allows for centralized management of inquiry information from various channels, including email, chat, various social media, web forms, and phone calls. Furthermore, by using the help center (FAQ) building feature, you can create help pages for customers and internal use. By providing optimal FAQs from the customer's perspective, it promotes self-resolution and balances the improvement of CX with a reduction in the workload of the customer support department.
By introducing such tools, companies can respond to customers more efficiently, making it possible to enhance CX as a result.

Human Science provides services to customers who have built help centers (FAQs) using Zendesk, supporting content improvement and establishment. We can propose category and content improvement measures based on user needs, as well as create guidelines necessary for standardizing site content, such as content samples and templates.

Knowledge Management Solutions

2. The Importance of Content Improvement

2-1. Customer Success and CX are interconnected

To improve CX, the concept of customer success is also essential. So, what is customer success?
Customer success, when translated directly, means "the success of the customer." It refers to the efforts made by a company to help customers achieve the expected results or goals by utilizing their products or services. For example, streamlining operations or achieving results through the use of a product constitutes "success" for the customer.
When customer success is realized, customers often develop positive feelings towards the company and its products, which leads to improved CX. For instance, if there is thorough follow-up from the company after purchasing a product, with clear explanations on how to use it and attentive responses to issues, customers will feel a sense of trust towards that company. In this way, supporting customer success directly contributes to the improvement of CX.

2-2. The Key to Improving CX is Enhancing Content Quality

When customers use products or services, content such as manuals and FAQs plays an important role. If appropriate information is conveyed to customers through the content, they can achieve the expected results and objectives. In other words, customer success is realized. Therefore, improving the quality of this content can be said to be a crucial factor for enhancing customer experience (CX).

Specifically, the following initiatives can be considered.

• Improvement and creation of manuals

By providing easy-to-understand manuals on how to operate products, customers can easily grasp how to use the products and enjoy a higher level of satisfaction. For example, in a manual explaining how to use a smartphone app, adding explanations with images or diagrams for each step makes the operation clearer. Additionally, numbering each step allows customers to proceed in order, preventing confusion during operation.

• Enhanced FAQ

By summarizing frequently asked questions (FAQ) regarding common customer concerns and issues, it becomes easier to alleviate customer anxieties. A well-developed FAQ allows customers to resolve their issues independently without needing to make inquiries, thereby increasing their satisfaction.
Of course, it is not enough to simply compile information. The same applies to manuals; it is necessary to organize information by category or include a search function to help customers quickly find the information they need. Additionally, even if customers reach the information they are looking for, if the content is unclear and does not resolve their questions, it is meaningless. It is important that the information is written clearly from the customer's perspective.

Human Science provides services to customers who have built a help center (FAQ) using "Zendesk" to support content improvement and establishment. We can propose category and content improvement measures based on user needs, as well as create guidelines necessary for standardizing site content, such as content samples and templates.

Knowledge Management Solutions

• Production of training content

It is also effective to provide training content that helps customers use the product more effectively. Training using videos and quizzes allows customers to learn while having fun, deepening their understanding.
For example, for customers using the product for the first time, we can provide short videos to learn basic operations, while for those who want to learn advanced usage, we can offer interactive training that allows them to check their understanding through quizzes. Regarding the videos, by breaking them down into smaller segments by topic, customers can learn only the necessary parts in a short amount of time.

By improving the quality of content as mentioned above, customers will be able to use the products smoothly, enhancing the customer experience (CX).

3. Content Improvement Case Studies

3-1. Case Study of SBI Securities Co., Ltd.

Here, we introduce a case study of SBI Securities.
At SBI Securities, efforts were made to reduce inquiries to the call center by aiming to improve the usability of trading tools and application operation manuals. This initiative supports users in self-resolving questions that arise during operation on the web, and is an important measure that also leads to increased customer satisfaction.

 

Issue

The challenges faced by SBI Securities are as follows.

• The manual is in PDF format, which is not very user-friendly.
There were many steps for users to reach the information they were looking for, making usability a challenge.

• Information is duplicated and scattered in the form of manuals, help, FAQs, etc., making it difficult to find.
Users faced a situation where it took a lot of effort to find the necessary information, leading to stress.

• The manual is far from the top page, making it difficult for users to find
Accessing the manual was difficult and inconvenient for users.

 

Solution: Manual Improvement

In response to these challenges, Human Science has improved the manuals. The specific implementation details are as follows.

• Implementation of Responsive Design
We created manuals with a responsive design that is easy to view and operate on both PC and mobile devices. This allows users to easily check the operating methods from any device.

• Changes to the table of contents and headings tailored to the user's objectives
We have modified the table of contents and headings of the manual to align with the user's objectives, allowing for immediate access to the desired information.

• Displaying Screens and Adding Contrast
We have included images of the screens corresponding to the operation instructions. Additionally, by creatively using margins and other elements to enhance the visual contrast, we have made it easier for users to understand intuitively.

• Creation of Video Manuals for Beginners
We also created video manuals for beginner users who do not understand how to operate, providing clear support.

 

Effect

These improvements have significantly enhanced the usability of the manuals. The specific effects are as follows.

• Reduction in Incoming Calls to the Call Center
By enhancing the manuals, users have become able to resolve issues on their own, leading to a decrease in inquiries to the call center.

• Increase in manual page views (PV) and unique users (UU)
The number of views of the manual has increased, and more users have started to utilize it.
*PV refers to the number of times a page on the website has been accessed, and UU refers to the number of unique visitors to the website within a certain period.

• Improved Convenience
By designing it to be user-friendly on both PC and mobile, usability has been further enhanced.

Additionally, the video manual created for beginners has received positive feedback, with users and the call center highly evaluating its effectiveness for improvement. For more details about this case, please see below.

Achieved a reduction in call center inquiries by improving the usability of the operation manual

4. Consult Human Science for CX Improvement

Service Introduction

At Human Science, we offer a variety of services for the customer success department. In particular, we believe that the quality of the content provided by the customer success department is key to achieving customer success. Necessary actions include improving and creating manuals, enhancing FAQs, and producing training content. Attempting to handle these in-house can be costly, and the quality must also be clear and understandable. Human Science has extensive experience in creating clear manuals and e-learning content. We offer the following services.

 

•Quality Improvement of Manuals and Training Texts
We propose the most suitable user manuals, technical documents, help, and FAQs for your environment. Starting with the evaluation of the current manuals, we provide consulting for building multilingual support systems and CMS operations. We can also undertake the production of video manuals.

Human Science | Manual Creation Services

•Production of educational content and support for the introduction of LMS (Learning Management System)
We propose educational content that is best suited for your environment, just like manuals. Starting with an evaluation of the current content, we can also optimize the LMS and support multilingual capabilities.

Human Science | e-Learning Services

•Chatbot Implementation and Construction Support
To improve the efficiency of customer support, many companies are advancing the implementation of chatbots. We propose the most suitable chatbot for your environment. We can provide one-stop support from the implementation of the chatbot system to content creation.

●Support for Improvement and Establishment of Zendesk Help Site Content
Human Science provides services for improving and establishing content for customers who have built their help centers (FAQs) using "Zendesk". We can propose category and content improvement measures based on user needs, as well as create guidelines necessary for standardizing site content, such as content samples and templates.

Knowledge Management Solutions

 

Project Achievements

The following are achievements for the Customer Success Department.

WingArc1st Inc.: Content evaluation, improvement consulting, and content production services for the Customer Success Department

We provide a one-stop service for creating easy-to-understand manuals, video manuals, and e-learning content necessary for customer success, so please make use of it.