Meeting growing demand for self-service content
Customers expect unprecedented levels of self-service from their favourite companies. They don’t want to go to a shop or pick up their phone. They want to go online to research products and find answers to their questions on their own time. Today, speedy and convenient access to information and services can mean the difference between winning over loyal customers or losing them to competitors.
The trend towards any time, anywhere access to services has spilt over into all stages of customer engagement, from early product research to long after purchase. This is particularly evident with software training, where time-intensive, formal learning programmes have evolved into easier-to-use tutorials, user guides, technical documentation and other information readily available to customers online.
Automated and scalable self-service
The Self-Service Excellence team at Adobe supports everyone in the Adobe Digital Experience business unit who creates or contributes to self-service content. The small team oversees content for more than 20 solutions and capabilities across multiple clouds, including 70 guides, 60 annual releases and five documentation sites.
“Self-service content has been increasingly critical to our customers’ understanding of our products,” says Paul Gilliham, Director of Self-Service Excellence, Experience Cloud. “We expect to have more than 4 million unique visitors and 22 million page views to self-service content over the next year. To keep up with the overwhelming demand for content, we needed to create a path for documentation that’s scalable, automated and collaborative.”
The Self-Service Excellence team started a collaborative documentation initiative called the Scalable Collaborative Content Model (SCCM). The goal of the initiative is to get more people involved in content creation and review, including Adobe product specialists, partners and even customers.