The Problem-Centric Approach to Content Titling

An organization’s knowledge management platform is likely to function not only as an internal resource for employees, but also as a customer resource. Websites where customers go to learn about products, to troubleshoot issues, and hopefully to find solutions can be a very effective tool for your business, deflecting call volume or online interactions and preventing escalations, freeing up your customer service agents to better help customers with more complex issues.

Grow your business by thinking like a user.Focus on the Problem

A lot goes into creating a functional and aesthetically pleasing website where customers will spend time to find their own answers rather than picking up the phone. Presentation of content is just one piece, and when it comes to a knowledge management strategy, one of the most important things for a business to do is to title its support content effectively. You may know the solution to the problem for which the customer is seeking help, your agents may know the answer… but the customer does not know the answer. The customer only knows the problem. A help article titled “Restore iPhone to factory settings” will not be as effective as the same article titled “iPhone cannot connect to Bluetooth device.” Not only will the first, answer-oriented, title not jump out to a customer searching the Apple support site for Bluetooth problems, but the agent is also unlikely to immediately draw the connection between a Bluetooth issue and restoring the device. The second, problem-centric, title speaks directly to the customer’s issue and will facilitate identifying and resolving that issue in less time and with less frustration. Furthermore, a concise, well-written, problem-centric title, complemented by relevant metadata and an abstract or summary of the article, improves search engine optimization, helping search engines index your site’s support content and putting your solutions front and center in the search results.

“The User Does Not Think Like Me”

Remembering to title and structure articles in a problem-centric way is one example of “thinking like the user.” It’s a simple concept, but one that can be difficult to realize when you and your team are working – working hard – to develop a website or any other product or service. From graphic designers to software engineers, creators can get so caught up in their work that they forget who the target audience of the product is – who will be using it, and why. Knowledge management specialists, just like developers and designers, can forget to think like the user, and that’s where Style Matters can help. Constantly creating content for a variety of audiences helps us continually think like the user.

Answers to the Problem-Centric Approach

Thinking like the user is vital to both an organization’s approach to serving customers and its knowledge management strategy. From watching customers actually use the product to creating a dialog, whether online or face-to-face, you can teach your employees to think like customers, to be proactive, not reactive. Style Matters has experience bridging that divide, combining knowledge management know-how with a focus on creating content that is end-user friendly.

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