Stefan Gentz of Adobe tells us that things are an experience. Like with making a hotel reservation, you're getting the experience, not just a room. People don't buy products; they buy experiences.
When we create our documentation, we are participating in the customer's experience. Content experience management is about managing all the touchpoints of content in an organization. Start with the first contact. Could be, for example, advertising or other marketing campaign, something that brings a customer to that brand.
Then customer goes into investigation phase. Learn about the product, maybe interact with others to learn about their experiences with the products. Then maybe marketing, and even community forums.
What is the purchase experience like. Easy or hard to buy?
Once the product has been purchased, the user experience begins. Not always easy to use. So then go to support and user assistance experience.
There are challenges with all these touchpoints in content management. Multiple touchpoints have a cumulative impact on customer experience. Inconsistent content experiences create a fuzzy brand experience. Content silos are disconnected "content worlds." C-levels struggle with cluttered IT ecosystems. Holistic content strategies fail on technical challenges.
Yet customers expect a satisfying experience through all the touchpoints.
Technical documentation is part of the decision making products, especially for highly technical products.
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