The Instruction Manual

Touchpoint opportunity

This is often considered to be an unwanted child in the communication area, as most companies give priority to sales-promoting communication prior to the actual purchase. This is a fallacy. 

Earning customer loyalty and attaining confirmation that the correct product was purchasedare both ciritical to post-sales communication. Attractive layouts, clearly structured technical information, and a target-group oriented approach are all essential to enhancing awareness that operating instructions are an important touchpoint in the post-salees stage.

Instruction manuals are relevant elements of post-sales management, and they open up new contact possibilities with customers.

Werk II