Adobe has announced the integration of its FrameMaker technical document authoring tool with its Adobe Experience Manager content management solution for building Websites, apps and forms so that customers can more easily create technical communications and deliver the information on multiple formats and devices.
The goal of the integration is to facilitate better, more compelling customer experiences for users of technical documentation. At the Adobe Summit in March, the company talked about the Experience Business Wave and the need for organizations to think about the digital experiences that they deliver to their customers.
The company set out to transform the way brands provide connected digital experiences across the customer journey, said Aseem Chandra, vice president of Adobe Experience Manager and Adobe Target for Adobe's Digital Marketing business.
Adobe Experience Manager has primarily been used in marketing—to help companies better express their brand and build stronger relationships with customers, Loni Stark, senior director of strategy and product marketing at Adobe for the Experience Manager business, told eWEEK.
However, now Adobe is moving to extend that to the entire customer journey. That means even providing help in support and post-sale activities, Stark said. Often these functions are in silos.
"So marketing and support and help and technical communications are in separate areas," Stark said. "But we found that the same tools we use with marketing need to expand to the rest of the organization so that they can better support the entire customer journey."
Indeed, as Stark said in a July 25 blog post, customers expect a broad spectrum of content to be available as they research their purchasing options. "It is becoming ever more common for potential customers to expect to read user manuals, service and repair guides, and other technical documentation before making their purchase decisions—especially, in industries where both the sales cycle and the product is complex," she said.
The integration of FrameMaker into Adobe Experience Manager allows for technical communications to be better managed in a structured way and to be published more quickly in ways that customers want to consume it—whether that's a Website or a mobile app or whatever, Stark said.
She said Adobe conducted a survey where the company noticed a huge uptake in structured technical communication, and that uptake was driven by mobile.
"The mobile publishing trend in 2016 jumped to 70 percent of companies looking at making sure that technical communication is available through mobile apps and mobile devices because that's the way people want to consume it," Stark said.
Moreover, with the explosion of content, time-starved consumers are increasingly selective of what they're viewing and reading, she said. Consumers use an average of six devices and consume 12 sources of content; millennials use an average of seven devices and 14 sources. Smartphones are the most frequently used device by millennials. But consumers also quickly lose patience if these dense documents are difficult to navigate or don't display on their device, Stark noted.