Tangible products typically come with user manuals that provide step-by-step instructions for use. In contrast, services are intangible and often consumed in real-time or alongside physical products. Today, many services that were once provided by humans are now offered online through digital devices, streamlining service delivery. Websites are meticulously optimized to ensure faster service delivery. However, the information on how to use these online services is often buried deep within product documentation, making it difficult to access.
Companies strive to be recognized for their offerings, but few emphasize how their services can be utilized. Once a brand is established, its owners often assume that customers will intuitively know how to use the services provided. The focus tends to be on promoting the services rather than educating potential customers on their use. For companies struggling with market penetration, it’s common to prioritize brand awareness over educating consumers about their services.
It’s crucial to incorporate clear instructions on using services at every touchpoint before marketing them. Potential customers need to see how they can use a service to make informed decisions. Without clear usage instructions, they cannot accurately assess whether to engage with a service.
Prominently display information on your website about each service and how to use it. Confusion arises when customers are interested in a service but lack guidance on how to use it. Demonstrating how to use a service can spark interest, as customers can visualize themselves using it. Once a customer begins using your service, it’s your responsibility to provide continuous guidance until they have fully utilized it. Since services are intangible, instructions on their use can easily be forgotten or overlooked due to the challenges of integrating service delivery with usage guidance.
Just as user manuals are placed alongside tangible products, service user manuals should be readily accessible at the point of service initiation. Clear, accessible information on how to use a service helps customers feel confident and in control, as they have reference materials to consult throughout their experience. Providing this information not only enhances user confidence but also improves the overall service experience.