Definition: What are products that require explanation?
Products that require explanation are goods or services that require additional information or instructions so that customers can use or understand them. It is very difficult for users to learn how to use it on their own. And for companies, that means that they must closely support customers in learning how to use the specific product.
What makes these products stand out? They are often characterized by complex technical features, special applications or a high degree of customer uncertainty. Such products can often be found in the IT sector, but also in the pharmaceutical or healthcare sector — both on the B2B and B2C sides.
Examples of products that require explanation include:
- High-end kitchen appliances with multiple functions
- Highly complex manufacturing machines
- Software applications for specific tasks
- Complicated financial products
- Hearing aids that communicate with other digital devices
- Digital printing machines that print and bind an entire book at the push of a button
- Diabetes medications that supplement other diabetes medications to better control blood sugar
When does a product need explanation?
A product is considered to require explanation when it reaches a certain level of complexity or uncertainty for potential customers. They often have the following features:
How can you still tell whether you have products in your company that require explanation? There can be two signs of this: You have highly qualified employees working in research and development or in sales, and it is often the case that customers only buy your product after a lengthy consultation.
Top 3 products that require explanation
- Electronic gadgets and high-tech devices: From high-end smartphones to powerful cameras to household appliances with extensive functions, these products often require an explanation of technical specifications to help customers make a purchase decision.
- Software and IT solutions: Software applications, particularly for special tasks or professional applications such as CAD programs and databases, require training materials to help customers use them effectively.
- Financial products and insurance: The world of financial services is often characterized by complexity and uncertainty. Products such as investment funds, insurance policies, and complex financial instruments require detailed explanations to help customers choose and use them.
Marketing challenges
Marketing products that require explanation can be a challenge as they involve many barriers. What exactly makes them challenging and what should companies pay attention to?
- Product complexity: Plug into the power outlet and you're ready to go — that's not the case with products that require explanation. Companies must spend a lot of time marketing and servicing these products so that customers understand them.
- Technical details: Customers can be overwhelmed by the technical details. A product description that is too technical can be a deterrent. The challenge is finding the right balance to explain the essential features without becoming too technical. Companies should avoid using many technical terms and should describe the product in the language of their target group.
- Customer uncertainty: Customers are often uncertain whether the product really meets their needs. For this reason, the benefits of the product and the specific use cases that customers will encounter in their everyday lives must be clearly communicated. If they pick up these examples in their everyday reality, users understand how they can benefit from the product.
- Differentiation from the competition: In markets where many similar products require explanation are offered, it can be difficult to stand out from the competition and convince customers of your own product when it comes to this complex topic.
- Customer care costs: The provision of customer support Products that require explanation can be expensive, as customers often have questions and need support. Companies not only receive many inquiries, but must also plan more time to process customer concerns. The service team must also be properly trained and be able to explain these highly complex products in an understandable way.
- Customer acceptance and trust: Building customer trust in product quality and effectiveness is often time-consuming when it comes to products that require explanation. Specific application examples from other customers also help here — for example in a customer video.
How chatbots support companies with products that require explanation
As you can see, marketing and servicing products that require explanation is tricky. Service in particular can result in high personnel and training costs. But here comes Artificial intelligence (AI) into the game.
AI can help overcome the challenges associated with products that require explanation, and chatbots in particular are particularly useful:
- 24/7 customer support: Chatbots are available 24/7 to answer customer questions and provide assistance. Den customer service Staffing 24/7 would mean high personnel costs. A chatbot is also available when the normal service hours of employees have ended.
- Customer-specific recommendations: Using data analytics, chatbots can make customer-specific product recommendations to ensure that customers choose the most suitable product for them.
- User-friendly product guidance: Chatbots can guide customers through the use of the product by providing step-by-step instructions and tips.
- Feedback and improvements: By analyzing which problems and questions chatbots often need to resolve, companies collect valuable feedback in order to continuously improve their products that require explanation. Chatbots could also ask customers for feedback directly after their conversation.
Successfully market and sell products that require explanation: 6 tips
Marketing products that require explanation requires a clever strategy. Here are a few tips to optimize communication around your product:
1. Focus on the customer: Before you start marketing your product, you need to focus on your customers and ask yourself the following questions:
- What does your service help them with?
- What advantages does your product offer customers compared to the competition?
- What do they achieve with it?
And their communication and advertising measures should provide the answers to exactly these questions. It can also be helpful to create buyer personas here.
2. Clear language: Make sure your product descriptions and marketing materials are easy to understand and highlight key benefits. Avoid jargon and abbreviations!
3. Visualizations: For many people, visualizations such as infographics or charts are easier to understand than long texts. Therefore, prepare your information in a variety of ways.
4. Customer training: Provide training resources, such as tutorials, videos, or webinars, to help customers use the product.
5. Customer reviews and case studies: Show success stories and customer reviews to earn buyers' trust. These are more descriptive than complex product manuals, especially when it comes to products that require explanation.
6. Easy access to information: But do you also have more detailed technical information ready if your customers want to know more about it.
7. Continuous improvement: Listen to customer feedback and use it to continuously improve your products.
conclusion
Products that require explanation are widely used in many markets and their successful marketing requires special attention and clever strategies. With clear communication, good support and helpful Self-service-Materials can earn companies the trust of customers and increase the success of products that require explanation. Die customer support companies can optimize by integrating chatbots into the process. This not only helps to successfully market the products, but also increases customer loyalty and satisfaction. Learn more about how an AI chatbot can be ideally used as a channel for customer communication in our ultimate chatbot guide.
