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The New Role for Documentation in the Era of Customer Experience Management

The New Role of Documentation

Virtually overnight, consumers empowered by mobile devices, social platforms, and ubiquitous connectivity have forced organizations of all types to come to terms with customer experience management (CEM). Customer experiences are usually multi-event and multichannel, and they typically involve multiple departments or teams. Successful CEM, therefore, requires organizations to abandon the traditional “touchpoint” approach to managing and measuring customer interactions and satisfaction. The shift to customer experience management has profound implications for technical writers and other documentation professionals. In this paper, Tim Walters describes how documentation content has broken out of “post-sale jail” and may now be deployed at any point in the engagement cycle. He looks at what this means for documentation professionals, the content they produce, and the workflows for producing it — all within the context of supporting increasingly complex omnichannel CEM.

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