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 that fall under 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 content quality 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 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 the channel through which customers make inquiries contributes to improving customer experience (CX).

To improve customer experience (CX), it is very effective to introduce tools that can address the challenges 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 achieves both improved CX and reduced workload for 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 for content improvement and establishment support to customers who have built 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 Solution

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, if using a product leads to increased efficiency or better results in business, that is considered "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 a product purchase, 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, using images and 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 doubts and issues that customers often have, it becomes easier to alleviate their concerns. 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 can be said for 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 they cannot resolve their doubts, it is meaningless. It is important that the information is written clearly from the customer's perspective.

Human Science provides services for content improvement and establishment support to 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 Solution

• 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, and 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 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-solving questions that arise during operation on the web, and it is an important measure that also leads to increased customer satisfaction.

 

Task

The challenges faced by SBI Securities are as follows.

• The manual is in PDF format, which is not very user-friendly.
There are many steps for users to reach the information they need, 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.

• Introduction 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 for the manual has increased, and many 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.

In addition, the video manual created for beginners has been well received, and both users and the call center have highly praised its effectiveness in improving performance. For more details about this case, please see below.

Achieve a reduction in the number of incoming calls to the call center through improved usability of the operation manual.

4. For inquiries about improving customer experience, contact Human Science

Service Introduction

At Human Science, there are many services available for customers in the Customer Success department. In particular, we believe that the quality of the content provided by the Customer Success department is the key to success. Therefore, it is necessary to improve and create manuals, enhance FAQs, and create training content. All of these require costs if done in-house. Additionally, the quality must be easy to understand. At Human Science, we have a proven track record of creating easy-to-understand 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. We provide consulting starting from the evaluation of the current manuals to the creation of multilingual support systems and the operation of CMS. 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)
Just like manuals, we propose the most suitable educational content for your environment. 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 Development Support
To enhance 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 Solution

 

Project Achievements

The following are achievements for the Customer Success Department.

WingArc1st Inc.: Consulting and content creation services for the Customer Success department

We also offer services that can handle the creation of easy-to-understand "manuals" and "video manuals", as well as e-learning content, which are necessary for customer success, all in one stop. Please take advantage of them.