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The role of content in
customer experience.
Paula
Land
about me
page
2
Founder, Principal Consultant at Strategic Content
Co-founder, CEO, Content Insight
Author, Con...
session
agenda
page
03
01
Why customer
experience matters
03
Mapping content to the
customer journey
02
The role of conten...
Customer experience
matters
page
04
Nearly half of retailers agree with
the statement “Our customer
experience is our bran...
Customer experience
matters
page
05
“45% of US consumers will
abandon an online transaction if
their questions or concerns...
Customer experience
matters
page
06
“The probability of selling to an
existing customer is 60-70%.
The probability of sell...
Customer experience
matters
page
07
“It is 6-7 times more costly to
attract a new customer than it is
to retain an existin...
page
08
Source: SDL, “Avoid CX Failure Fallout: 6 Steps to Customer Experience Success”
Paula
Land
Customer
experience
mat...
2 ways to deal with
customer experience failures
page
09
Avoid them to begin with
Know your customers, know what they need...
Content and
customer experience
page
010
Paula
Land
content
sources
page
11
Social media channels – yours
and your customers’
social
Catalogs, in-store signage,
di...
Paula
Land
customer service fail –
mail
page
12
Paula
Land @content_insight IDW 2015
Paula
Land
customer experience fail –
site errors
page
13
Paula
Land @content_insight IDW 2015
Paula
Land
customer experience fail –
error messages
page
14
Paula
Land @content_insight IDW 2015
Paula
Land
customer experience fail –
social media
page
15
Source: http://abcnews.go.com/Business/10-worst-company-tweets-...
Paula
Land
customer experience fail –
ads
page
16
Paula
Land @content_insight IDW 2015
Paula
Land
customer experience fail –
forms
page
17
Paula
Land @content_insight IDW 2015
Paula
Land
customer experience fail –
product information
page
18
Paula
Land @content_insight IDW 2015
Paula
Land
customer experience fail –
in-store
page
19
Paula
Land @content_insight IDW 2015
determining content
focus
page
20
What content has the greatest effect on
the customer?
Paula
Land @content_insight IDW 20...
determining
content focus
page
21
who they are what they need to do
Paula
Land @content_insight IDW 2015
Paula
Land
Understanding
your customers
page
22@content_insight IDW 2015
Paula
Land
input:
user data
page
23
user personas
Representations of priority
customer types, with
needs, motivations,
inf...
Paula
Land
example
persona
page
24
Jason Lee
27 year old resident of
New York.
Single.
Banker by day, pop
musician by nigh...
example
user flow
starting point
Jason goes online to the manufacturer’s
site. He sees more pictures of the
computer and r...
Paula
Land
customer
feedback
page
26
No one ever listened themselves out
of a job.
—Herbert Hoover
Image source: Wikipedia...
user
research
page
27
primary research
Usability studies, focus groups,
surveys
secondary research
Industry reports, demog...
input:
metrics and analytics
page
28
• Conversions
• Page views
• Time on site
• Click-throughs
• User flows
• Keyword sea...
gather and
analyze data
page
29
Paula
Land @content_insight IDW 2015
• Focus on your most
important content for
customer e...
Mapping content
to the customer journey
Paula
Land
advocacy
What will inspire
customers to
promote your
brand?
customer
journey
page
31
awareness
How are
customer...
Paula
Land
customer journey matrix –
information needs
Awareness Consideration Conversion Loyalty Advocacy
Information Nee...
Paula
Land
customer journey matrix –
content types
Awareness Consideration Conversion Loyalty Advocacy
Information Needs •...
Paula
Land
customer journey matrix –
actual content
Awareness Consideration Conversion Loyalty Advocacy
Information Needs ...
Auditing content
for customer experience
Paula
Land
why
audit?
page
36
vsThe path you want
them to take
The path they
actually take
@content_insight IDW 2015
Paula
Land
why
audit?
page
37
vsThe experience you
want them to have
The experience they
are actually having
@content_insi...
Paula
Land
conducting the
content audit
page
38
01Inventory all assets
Know your starting point
02Establish context and cr...
how to
audit
Inventory existing content
Do a complete inventory of all existing content, across all
channels.
the content inventory –
website assets
page
40
Paula
Land @content_insight IDW 2015
content inventory –
web site data
page
41
Standard Data
• URLs — List of pages
• File types — Formats
• File size
• Level ...
the content inventory –
non-site assets
page
42
Print
• Catalogs
• Flyers
• In-store signage
• Direct mail
Digital
• Socia...
how to
audit
establish audit context and criteria
What are the guidelines and metrics against which you’ll
be evaluating t...
audit
context
page
44
why are you auditing? what resources do you have?
Paula
Land @content_insight IDW 2015
establish
audit context
page
045
Customer
research
Customer
journeys
Analytics and
metrics
Customer
feedback
Business
requ...
set audit
criteria
page
46
Consistency
Does the content present a unified message?
Depth and breadth
Is there sufficient h...
audit
criteria
page
47
Consistency
Does the content present a unified message?
Brand guide
Style guide
Messaging guideline...
audit
criteria
page
48
Depth and breadth
Is there sufficient high-quality content to support the
user’s information needs?...
audit
criteria
page
49
Format
Is the content in the right format for optimal use?
Customer journeys
Personas
Content plans...
audit
criteria
page
50
Accuracy
Is the information correct?
Product data
Subject matter experts
Customer feedback
Paula
La...
audit
criteria
page
51
Context
Is the content available when and where they need it?
Customer journeys
Personas
Customer f...
audit
criteria
page
52
Performance
How effective is the content at meeting user needs?
Business goals
Analytics data / KPI...
audit
criteria
page
53
Accessibility
Is the content consumable by all users?
Style guides
User studies
Customer feedback
P...
audit
criteria
page
54
Competitors
How does your content compare to your competitors’?
Audiences
Content type and quantity...
set audit
criteria
page
55
Consistency
Does the content present a unified message?
Depth and breadth
Is there sufficient h...
how to
audit
establish audit scope
Choose which content to focus your audit on
customer journey
content
page
57
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize...
how to
audit
evaluate content
Qualitatively assess content against
requirements, goals, and criteria
Document findings
Paula
Land
select audit
template
page
59
Paula
Land @content_insight IDW 2015
audit
team
page
60
Content
strategists, content
marketers, content
creators
Content
Information
architects, user
experienc...
audit
activities
page
61
Read the content – all channels
Compare similar content side by side
Follow typical task flows
Ru...
document
audit findings
page
62
present findings
Present findings in the best
format for your audience and
timely way for ...
operationalize
excellence
page
063
Build audit findings into your
content plans so you are
creating new content to the
sta...
thank you.
Paula
Land
stay
connected
page
65
web
content-insight.com
strategiccontent.com
social
@content_insight
@plland
linkedin.co...
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Content and customer experience

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Presentation from Information Development World 2015 about the role of content in customer experience.

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Content and customer experience

  1. 1. The role of content in customer experience.
  2. 2. Paula Land about me page 2 Founder, Principal Consultant at Strategic Content Co-founder, CEO, Content Insight Author, Content Audits and Inventories: A Handbook Paula Land @content_insight IDW 2015
  3. 3. session agenda page 03 01 Why customer experience matters 03 Mapping content to the customer journey 02 The role of content in customer experience 04 Auditing content for customer experience Paula Land @content_insight IDW 2015
  4. 4. Customer experience matters page 04 Nearly half of retailers agree with the statement “Our customer experience is our brand.” brand. Source: “The Retailer’s Imperative: A Strategic Approach to Customer Service.” http://www.sdl.com/download/econsultancy-retailers-imperative/76876/ Paula Land @content_insight IDW 2015
  5. 5. Customer experience matters page 05 “45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly.” sales. Source: Forrester Reports Paula Land @content_insight IDW 2015
  6. 6. Customer experience matters page 06 “The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%.” loyalty. Source: Customer Loyalty, by Jill Griffin, quoted in http://review.content-science.com/2014/06/5-customer-experience-statistics-that-will-change-your-content-focus/ Paula Land @content_insight IDW 2015
  7. 7. Customer experience matters page 07 “It is 6-7 times more costly to attract a new customer than it is to retain an existing customer.” cost. Source: The White House Office of Consumer Affairs Paula Land @content_insight IDW 2015
  8. 8. page 08 Source: SDL, “Avoid CX Failure Fallout: 6 Steps to Customer Experience Success” Paula Land Customer experience matters @content_insight IDW 2015
  9. 9. 2 ways to deal with customer experience failures page 09 Avoid them to begin with Know your customers, know what they need, give it to them at the right time, in the right format Make it right when they happen Apologize, provide easy ways to get in touch with you and clear pathways to information to solve the problem 1 2 Paula Land @content_insight IDW 2015
  10. 10. Content and customer experience page 010
  11. 11. Paula Land content sources page 11 Social media channels – yours and your customers’ social Catalogs, in-store signage, direct mail pieces print Your web site, including product information and search results. web site Online help, chat, customer service Support content Paula Land @content_insight IDW 2015
  12. 12. Paula Land customer service fail – mail page 12 Paula Land @content_insight IDW 2015
  13. 13. Paula Land customer experience fail – site errors page 13 Paula Land @content_insight IDW 2015
  14. 14. Paula Land customer experience fail – error messages page 14 Paula Land @content_insight IDW 2015
  15. 15. Paula Land customer experience fail – social media page 15 Source: http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#1 Paula Land @content_insight IDW 2015
  16. 16. Paula Land customer experience fail – ads page 16 Paula Land @content_insight IDW 2015
  17. 17. Paula Land customer experience fail – forms page 17 Paula Land @content_insight IDW 2015
  18. 18. Paula Land customer experience fail – product information page 18 Paula Land @content_insight IDW 2015
  19. 19. Paula Land customer experience fail – in-store page 19 Paula Land @content_insight IDW 2015
  20. 20. determining content focus page 20 What content has the greatest effect on the customer? Paula Land @content_insight IDW 2015
  21. 21. determining content focus page 21 who they are what they need to do Paula Land @content_insight IDW 2015
  22. 22. Paula Land Understanding your customers page 22@content_insight IDW 2015
  23. 23. Paula Land input: user data page 23 user personas Representations of priority customer types, with needs, motivations, influences defined. user feedback What your customers are actually saying user flows Actual and desired pathways through the content that a persona takes to find information. user research Primary and secondary research on industry trends, target and actual customers @content_insight IDW 2015
  24. 24. Paula Land example persona page 24 Jason Lee 27 year old resident of New York. Single. Banker by day, pop musician by night. motivations digital behaviors • Frequently shops and occasionally buys online • Uses the web to research purchases • Heavy user of mobile devices • Frequently uses social media • In the market for a new laptop • Is brand-conscious; concerned with making an impression • Detail-oriented, reads the fine print • Technically savvy Paula Land @content_insight IDW 2015
  25. 25. example user flow starting point Jason goes online to the manufacturer’s site. He sees more pictures of the computer and reads the specs. He likes it but wants to see it in person, since it’s a big purchase. end point Jason sees the laptop in the store, tries it out and decides to purchase. His salesperson sends him on his way with setup instructions, warranty, and return information. midpoint 1 midpoint 2 En route to a physical store, checks his mobile phone for map, hours. Jason gets a magazine with an ad for a cool-looking laptop. He is intrigued by the picture and description, but wants more specs.
  26. 26. Paula Land customer feedback page 26 No one ever listened themselves out of a job. —Herbert Hoover Image source: Wikipedia @content_insight IDW 2015
  27. 27. user research page 27 primary research Usability studies, focus groups, surveys secondary research Industry reports, demographic studies social listening Monitoring trending topics, mentions Paula Land @content_insight IDW 2015
  28. 28. input: metrics and analytics page 28 • Conversions • Page views • Time on site • Click-throughs • User flows • Keyword search • Likes, shares, subscriptions Paula Land @content_insight IDW 2015
  29. 29. gather and analyze data page 29 Paula Land @content_insight IDW 2015 • Focus on your most important content for customer experience • Decide which data will best measure experience • Gather data regularly • Incorporate into content inventory and audit
  30. 30. Mapping content to the customer journey
  31. 31. Paula Land advocacy What will inspire customers to promote your brand? customer journey page 31 awareness How are customers learning of your product or service? conversion How do they take action? consideration What is their decision-making process? loyalty How do you retain customers? Paula Land @content_insight IDW 2015
  32. 32. Paula Land customer journey matrix – information needs Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Source: Strategic Content, Map the Gap: A Simple Grid Approach to Successful Content Gap Analysis page 32 Paula Land @content_insight IDW 2015
  33. 33. Paula Land customer journey matrix – content types Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Content Types • Advertisement • Product reviews • Feature articles on company, product • Detailed product specs • Product comparisons • Demos • Customer reviews • Expert analyses • Product documentation • Warranty information • Tutorials • Customer support • Product update information • Social sharing • Surveys page 33 Paula Land @content_insight IDW 2015
  34. 34. Paula Land customer journey matrix – actual content Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Content Types • Advertisement • Product reviews • Feature articles on company, product • Detailed product specs • Product comparisons • Demos • Customer reviews • Expert analyses • Product documentation • Warranty information • Tutorials • Customer support • Product update information • Social sharing • Surveys Actual Content page 34 Paula Land @content_insight IDW 2015
  35. 35. Auditing content for customer experience
  36. 36. Paula Land why audit? page 36 vsThe path you want them to take The path they actually take @content_insight IDW 2015
  37. 37. Paula Land why audit? page 37 vsThe experience you want them to have The experience they are actually having @content_insight IDW 2015
  38. 38. Paula Land conducting the content audit page 38 01Inventory all assets Know your starting point 02Establish context and criteria Know why you’re auditing and what your standards are 03establish scope Choose your areas of focus 04evaluate the content Assess content and derive insights Paula Land @content_insight IDW 2015
  39. 39. how to audit Inventory existing content Do a complete inventory of all existing content, across all channels.
  40. 40. the content inventory – website assets page 40 Paula Land @content_insight IDW 2015
  41. 41. content inventory – web site data page 41 Standard Data • URLs — List of pages • File types — Formats • File size • Level — Site depth • Images — Number, format, location • Media — Number, format, location • Documents — Number, format, location • Metadata —Title, description, and keyword metadata • Links in and out — Links to and from each page • Word count – Word on the page • H1s — Text of the H1 tag • Analytics — Pageviews, conversions, bounce, entrances Paula Land Custom Data • Content owner • Content type • Audience • Status • Template • Etc. @content_insight IDW 2015
  42. 42. the content inventory – non-site assets page 42 Print • Catalogs • Flyers • In-store signage • Direct mail Digital • Social channels • Email newsletters • Ads • Apps Paula Land @content_insight IDW 2015
  43. 43. how to audit establish audit context and criteria What are the guidelines and metrics against which you’ll be evaluating the content?
  44. 44. audit context page 44 why are you auditing? what resources do you have? Paula Land @content_insight IDW 2015
  45. 45. establish audit context page 045 Customer research Customer journeys Analytics and metrics Customer feedback Business requirements Personas Editorial and brand guidelines Search data analysis Paula Land @content_insight IDW 2015
  46. 46. set audit criteria page 46 Consistency Does the content present a unified message? Depth and breadth Is there sufficient high-quality content to support the user’s information needs? Format Is the content in the right format for optimal use? Performance How effective is the content? Accuracy Is the information correct? Accessibility Is the content consumable by all users? Context Is the content available when and where they need it? Competitors How does your content compare to your competitors’? Paula Land @content_insight IDW 2015
  47. 47. audit criteria page 47 Consistency Does the content present a unified message? Brand guide Style guide Messaging guidelines Competitors Paula Land @content_insight IDW 2015
  48. 48. audit criteria page 48 Depth and breadth Is there sufficient high-quality content to support the user’s information needs? Is it complete? Customer journeys Personas Content models Competitors Customer feedback Paula Land @content_insight IDW 2015
  49. 49. audit criteria page 49 Format Is the content in the right format for optimal use? Customer journeys Personas Content plans Analytics Content models Paula Land @content_insight IDW 2015
  50. 50. audit criteria page 50 Accuracy Is the information correct? Product data Subject matter experts Customer feedback Paula Land @content_insight IDW 2015
  51. 51. audit criteria page 51 Context Is the content available when and where they need it? Customer journeys Personas Customer feedback Analytics Paula Land @content_insight IDW 2015
  52. 52. audit criteria page 52 Performance How effective is the content at meeting user needs? Business goals Analytics data / KPIs Conversions Search rankings Paula Land @content_insight IDW 2015
  53. 53. audit criteria page 53 Accessibility Is the content consumable by all users? Style guides User studies Customer feedback Personas Paula Land @content_insight IDW 2015
  54. 54. audit criteria page 54 Competitors How does your content compare to your competitors’? Audiences Content type and quantity Tone and voice Community features Frequency of publication Standout/differentiating features Overall impression Contributors Paula Land @content_insight IDW 2015
  55. 55. set audit criteria page 55 Consistency Does the content present a unified message? Depth and breadth Is there sufficient high-quality content to support the user’s information needs? Format Is the content in the right format for optimal use? Performance How effective is the content? Accuracy Is the information correct? Accessibility Is the content consumable by all users? Context Is the content available when and where they need it? Competitors How does your content compare to your competitors’? Paula Land @content_insight IDW 2015
  56. 56. how to audit establish audit scope Choose which content to focus your audit on
  57. 57. customer journey content page 57 Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Content Types • Advertisement • Product reviews • Feature articles on company, product • Detailed product specs • Product comparisons • Demos • Customer reviews • Expert analyses • Product documentation • Warranty information • Tutorials • Customer support • Product update information • Social sharing • Surveys Actual Content • Item • Item • Item • Item • Item • Item • Item • Item • Item • Item • Item • Item Paula Land @content_insight IDW 2015
  58. 58. how to audit evaluate content Qualitatively assess content against requirements, goals, and criteria Document findings
  59. 59. Paula Land select audit template page 59 Paula Land @content_insight IDW 2015
  60. 60. audit team page 60 Content strategists, content marketers, content creators Content Information architects, user experience designers, creative Design Business owners, project stakeholders Business SEO analysts, business intelligence, site managers Technology Paula Land @content_insight IDW 2015
  61. 61. audit activities page 61 Read the content – all channels Compare similar content side by side Follow typical task flows Run searches Trigger error messages Paula Land @content_insight IDW 2015
  62. 62. document audit findings page 62 present findings Present findings in the best format for your audience and timely way for project decision making What are the most compelling data points? What is the call to action? choose a focus Who are you presenting findings to? What data will be most compelling? What will you be asking of them? know your audience(s) Paula Land @content_insight IDW 2015
  63. 63. operationalize excellence page 063 Build audit findings into your content plans so you are creating new content to the standards and guidelines plan Regularly audit content to monitor for issues that will affect customer experience audit Fix issues with content and update guidelines, processes, and goals to maintain quality over time improve Ensure everyone in the organization knows what is expected of them and how to do their part communicate Paula Land @content_insight IDW 2015
  64. 64. thank you.
  65. 65. Paula Land stay connected page 65 web content-insight.com strategiccontent.com social @content_insight @plland linkedin.com/in/paulaland mail pland@content-insight.com Paula Land @content_insight IDW 2015

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