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If all else fails, read the manual.

Have you ever thought about why users call customer support? Mostly, users call when they don’t get the right answers in accompanying the users’ manuals if there is one along with the product. A large number of manufacturers don’t supply a user manual with their products in the first place and some of those who do, do not answer all questions.

Manufacturers and marketing professionals often tend to underestimate the importance of a nicely written user manual and they find their way out of selling products without the manual. “Who reads,” they reason out.

So, who reads manuals? There are many categories of users. Some new users would get outside help to install a product like setting up a computer. Yes, it is still common, particularly with first-time users. Another category would make a call to customers’ support and ask for step-wise help. Many users tend to buy a product, rip it from the box, plug it in, and turn it on. They do not read the manuals. “If all else fails, read the manual,” is what they believe.

There is a large number of users who buy a product, open the box, remove and read the manual, remove the product from the box as per the instructions, and install and operate the product per the instructions. It is for this category of users that companies need to supply a well-written user manual that should act as the company’s representative.

Recommendation; make a useful and worth reading user’s manual and save your customers from looking elsewhere for help.


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