The power of the instruction manual to transform the brand-consumer relationship
Do you have a coffee machine? Then you probably know that you should descale it from time to time. The typical coffee machine has 3 to 5 buttons that you need to press in a certain combination to start the descaling process. But do you remember it? And where is the instruction manual?
New problems from new products
Our everyday lives are full of challenges that are created by products that we initially purchased to have fewer problems. How do you change the battery in the car key, program the TV channels, change the printer cartridge, or set the heating to winter mode?
“Make sure to read the instructions before using the product”!
A manufacturer’s answer to all product related questions is the instruction manual — this has been the common practice for decades
Consumers need to cope with “exploded product views” from mechanical design, cryptic explanations “Screw A02 into B22–01” and “FAQs” that do not go beyond “did you plug in the device”? Text is in microprint and 38 languages are pressed into one booklet.
No wonder, consumers don’t like instructions and turn away to social media to find answers to their after sales questions.
But here lies the next challenge: The Internet knows everything — but the noise grew faster than content quality. Googling the descaling problem from above will yield 860,000 hits, counting only the English-language answers. The information is spread over a variety of tools like forums, video streams, retail pages, comments — or maybe hidden somewhere in the “unboxing video”.
In the end, everybody loses. Brands lose customers to social media, customers lose time and their patience. This is not a good ground for loyal customers and repeat business.
Brand — Consumer Power
The logical way out is apparent but mostly overlooked. Brands know the product, consumers the application. Empower brands to build emotional connections to their consumers and build a trustworthy community around it and you’re all set for a rewarding transformation.
Consumers receive reliable information from the source on how to operate their product, and meet other product owners for an exchange of relevant hints, tips and inspiration.
As a result, a higher product lifetime value for the consumer will lead to increased customer loyalty and brand fans that recommend a product based on its exciting experience.
The first step is to provide a compelling after sale experience
From a brand’s perspective, the critical moment to connect with the consumer is the initial contact with the product. If the first experience is right, she will stay with the brand. If it’s not, she will leave.
Here are some tips to get it right:
Instant access to information, available directly on the product via a QR/NFC code. No lengthy internet searches or guesswork about the product type.
Intuitive instructions, with photos for details, video snippets for movement, and a voice assistant that patiently explains every detail in local language.
Access to a community of engaged product owners to read authentic reports, and get inspiration and application hints.
Personalized to the individual needs of every consumer — based on everyone’s specific position in the livecycle of the product, since the requirements of new and existing customers are different.
Getting this elegantly organized will profoundly transform the way that brands and consumers interact with each other. For the good of all.
