Technical Communications as a Profit Center
http://www.aberdeen.com/summary/report/benchmark/6017-RA-communications-profit-center.asp

David Houlihan
Aberdeen Group
2009

Abstract:

Those within technical communications have long argued that product documentation provides significant value in terms of a customer satisfaction and downstream savings in customer support and service. In the broader, enterprise perspective, however, documentation is generally viewed as simply one of many requirements for product launch. This perspective is often the result of the lack of visibility that is generally available into the business value contributed by product documentation. Aberdeen investigated and isolated the quantifiable business impact of technical communications makes for 165 participating companies. An analysis of this data indicates that when leveraged effectively, technical communications stands to contribute as much as a 42% increase in customer satisfaction and an associated 45% increase in product revenue. This report provides a quantified framework for understanding the potential impact on technical communications makes for business profitability as well as the best practices to adopt to drive greater value from this organization.