So much of today’s customer experience happens online. Your customer’s expectation — whether reaching out about an issue via chat, completing an online form for an event, phoning a call center, or browsing your website’s resources — is an effortless and efficient information transfer, so they can get back to focusing on their bottom line. The digital communication experiences you provide your customers can have a make-or-break impact on their opinions of your product and services, as well as your brand. So, what things must you consider when crafting an ideal digital communication experience? Hillary Curran, Head of Customer Experience at Guru, will share several tools to help you create thoughtful, delightful, and engaging experiences for your customers as you scale.

1. Crafting Digital Communication Experiences Your
Customers Will Love
Hillary Curran Nicolas Rodriguez
With: Moderated by:
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Going Digital at the Speed of Business

2. A Neopost digital company, the Quadient portfolio of technology enables
organizations to create better experiences for their customers through
timely, personalized, optimized, and highly individualized communications
for all channels. Quadient's solutions bring together and activate the entire
organization in the name of customer experience, through better
collaboration and visibility into the customer journey.

3. Click on the Questions panel to
interact with the presenters
https://www.customerexperienceupdate.com/webinar-series/going-digital-at-the-speed-of-business/

4. About Hillary Curran
As Head of Customer Experience at Guru, Hillary leads Guru's customer success, support, and education
initiatives. She is a self-proclaimed “user empowerer” and enjoys propelling teams forward through fostered
collaboration, transparent communication, data clarity, and lots of cold brew coffee. Before joining Guru, she
honed her customer experience skills in various technical roles across the public, academic, and nonprofit
sectors. An avid traveler, runner, and live music groupie, Hillary can be spotted jogging or dancing her way
around Philadelphia, San Francisco, or any other major city.
About Nicolas Rodriguez
Nicolas Rodriguez is the Editor for several websites in the Aggregage network. After graduating from CSU: Long
Beach with a BA in Political Science, he worked in conference production for the biotechnology and pharmaceutical
industries before joining the team at Aggregage. His background includes event production, political op-eds &
reporting, stand-up comedy, and podcasts.
Going Digital at the Speed of Business

5. The knowledge you need to do your job
should find you when and where you
need it.
getguru.com

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What must you consider when
crafting digital communication
experiences your customers will
love?

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Designing Digital Communication Experiences Your Customers Will Love
Evaluating your
Tech Stack
Ensuring cohesive
communication
Empowering
your team

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Poll:
Which of the following are you most interested in
learning about?
a. Evaluating your Tech Stack
b. Ensuring cohesive communication (Voice + Tone)
c. Empowering your team

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questions to ask
yourself when
evaluating your tech
stack
3

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1. On what device do your users spend the
most time using your product or service?
(Smart phone, Laptop, Desktop, etc.)
Evaluating your Tech Stack
TIP: Personalize. Monitor usage data
for different user groups. Some users
may prefer email and others in-app or
chat. Meet users where they are most.
Look for tools that allow for variety.
OUTCOME: Make it easy for your users
to communicate with you without
leaving their workflow

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2. What types of information do you communicate to
users most? Where would this be best received?
(product updates, NPS, request for feedback, event info)
Evaluating your Tech Stack
TIP: Make it easy. What’s the goal of
the message and the “Call to Action”?
Add one-click sign up buttons,
screenshots, gifs, videos, etc. to make
your message super clear.
OUTCOME: Make it super easy to send
a response by serving up specific
information where it is most relevant.

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In App: Chat, Guide Email: Browser, Mobile

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3. What integrations are absolutely NECESSARY and what
are “nice to haves”?
Evaluating your Tech Stack
OUTCOME: Determining what
programs your chosen solution needs to
talk to (out of the box or via a webhook)
can help narrow down your choices.
TIP: Budget time. Custom integrations
are typically harder to set up than
expected, so allow for a few weeks
more than your engineering team
predicts.

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External Communication
COMMUNICATION TECH STACK
Internal Communication
In App Chat
In App Product Guides
Email
Email
Mass Email Tool
Scheduling ToolVideo Call Call Recorder
Collaboration Chat Tool
Bug Tracking Product Mgmt
File Collaboration
Knowledge Manager Video Call

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Ensuring cohesive communication
1. Define your Voice + Tone
2. Provide a Training Guide
3. Develop a short mission statement
4. Brainstorm responses based on values

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1. Define your Voice + Tone
Our brand has one voice. From tweets to pitches, from
associates to the leadership team, we sound unique and
recognizable. Whether our users are reading or listening, we
make their takeaway clear and consistent—and, where
possible, we do it in a way that puts a smile on their faces.
“
”
Blog - How Guru uses Brand Guidelines to Empower our Revenue Team

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2. Provide a Training Guide

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3. Develop a short Voice + Tone “mission statement”
“We speak with our customers through
clear communication that is fun, engaging,
and consistent.”

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4. Brainstorm responses based on your values

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Empowering your team
Empower your team with enough information to:
1. Adequately address your customer’s problem or question
AND to also...
1. Predict what the customer may need to know in the future
2. Provide additional information and advice
3. Ask more questions. Be curious and engaging.
TIP: Examine your support metrics.
Measuring “Handle Time” isn’t ideal as it
may be a good thing when your customers
are engaged in longer conversations...

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Example Conversation
Hi there! My team is trying to do X and we
can’t figure out how to do so? Any help?
Happy to help! To do X simply… click File then
select ABC and… Read more in our Help center
here.
Well actually,

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Hi there! My team is trying to do X
and we can’t figure out how to do
so? Any help? Happy to help! To make sure I fully
understand your use case here, what are you
hoping to solve by doing X?
Thanks so much for clarifying! Very helpful.
When new team members join, we recommend
doing A, which prevents Y from ever happening.
Doing X is a great thing to do as well, but only a
short-term solve for that issue. Do you think A
would solve your problem?
We have a lot of new team members
starting next week and want to make
sure Y doesn’t happen once we give
them access.
Wow. Thank you so much for the
thoughtful answer! I didn’t even
know A was a thing! Super useful!!
Improved Conversation
Fantastic! Also, here’s an onboarding guide that
may be useful to your new hires. Feel free to
reach out if you need any training tips!

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Empowering Exercises
Practice --- YES, AND….
● Conduct a team improv session where your team acts out
various scenarios (worst case and best case)
Encourage Contribution
● Intelligence “Swarming” removes the tiers of support and
empowers all team members to collaborate when solving
problems and contribute to their team’s shared knowledge
https://www.serviceinnovation.org/

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Empowering Exercises
https://www.serviceinnovation.org/

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Designing Digital Communication Experiences Your Customers Will Love
Evaluating your
Tech Stack
Ensuring cohesive
communication
Empowering
your team
● Devices Most Used?
● Types of Information?
● Important Integrations?
1. Define your Voice +Tone
2. Provide a Training Guide
3. Develop a Mission
Statement
4. Brainstorm responses
based on values
● Rethink responses
● Practice + Swarm

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Poll:
What are you most excited to work on moving
forward?
a. Evaluating your Tech Stack
b. Ensuring cohesive communication (Voice + Tone)
c. Empowering your team

30. Q&A
Nicolas Rodriguez
With: Moderated by:
Head of Customer Experience, Guru
Linkedin page: /in/hellohillary/
Twitter ID: @hillarycurran
Email: hcurran@getguru.com
website: getguru.com
Hillary Curran
Site Editor, Customer Experience Update
Linkedin page: /in/masadluffy
Twitter ID: @cxupdate
Email: nicolas.rodriguez@aggregage.com
Website: customerexperienceupdate.com
https://www.customerexperienceupdate.com/webinar-series/going-digital-at-the-speed-of-business/