Mention content strategy, and the first thing people often think of is web content. Yet, there are other parts of a business that have content at its core—the most important of which is the customer service center. Customer service centers are our direct line to customers. They answer calls, reply to emails, and often coordinate printed material—and we should be incorporating them more into our strategy. Developing a content strategy that includes your customer service center improves the customer experience, provides opportunities to monitor and act on customer feedback, and helps you measure if your content is (or isn’t) working.
I presented this talk at Confab Central in Minneapolis, May 2015. See a transcript at www.webcontentstrategy.com.au and video at http://livestream.com/confab/central