Technical Documentation – Differenciation via useful online-service

For industrial Companies technical documentation raises several questions:
«In which areas of the pre- or aftersales phase can technical documentation offer a benefit to the customer? How can you differentiate yourself through useful documentation? What additional benefit can an up-to-date technical documentation offer? »

In the competitive market environment, many industrial companies for capital goods recognize that differentiation through the pure core product is becoming increasingly difficult. Performance differentiation nowadays takes place more and more due to the offered service package. In addition to service paid by the customer also supporting services in the form of up-to-date technical documentation ensure the success of established products in the market. The importance and benefits of the free of charge documentation services are underestimated in many companies.


Technical Documentation for the whole product-use-cycle

Customers for technical documentation are all target groups who have a share in the product during the use cycle. Usually, the following phases are relevant for these target groups:

  • early gathering of information
  • Planning phase
  • Procurement phase
  • Logistics process
  • Initiation / application / installation
  • Inspection
  • Operation / Maintenance / Maintenance
  • Repair / renovation
  • Shutdown
  • Disposal / recycling

Technical documentation must not only revolve around the execution phase but must also have answers and assistance for the upstream planning / procurement as well as for the downstream operation / maintenance. From an ecological point of view, the "end-of-life" phase is gaining more and more importance, which is why good technical documentation also provides help for the recycling and disposal of products.

Differentiation via useful documentation

In principle technical documentation should be created with the aim of supporting the economic, functional and emotional benefits of the customers.
Which are all technical documentation tools that make customers work processes cheaper / faster, which simplifies their work, increases the safety / reliability of their work or improves sustainability. Examples are:

  • Product-/ spare-part configurator.
  • Time-saving online templates for the planning / tendering process.
  • Cost comparison calculator for the entire product life cycle (Total Cost of Ownership).
  • Product supporting videos, tools and apps.
  • Product forums.
  • Safe and professional working with the product.
  • Causes of errors and corrective measures.
  • Tips for efficient, economical operation.
  • Repair instructions.
  • Disposal / recycling instructions.
  • Technical information supplemented with tangible added value.


As you can easily see, one differentiates best in technical documentation by combining useful technical content with marketing tools.

Side effect

Good and up-to-date technical documentation is highly valued by customers. It underlines the value of a product and relieves the sales team from pre- and after-sales support. It supports product training and prevents complaints.

In addition, useful technical documentation helps in long-term customer loyalty and thus increases the resale rate of the products.

I hope I could clarify in this article that technical documentation is not only a means to an end, but that it also sets the course for whether an established product will remain successful or not. I look forward to your comments or contact me directly if I can support.