the role of content in customer experience with paula land

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The role of content in customer experience.

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Page 1: The Role of Content in Customer Experience with Paula Land

The role of content in customer experience.

Page 2: The Role of Content in Customer Experience with Paula Land

Paula Land

about me

page2

Founder, Principal Consultant at Strategic ContentCo-founder, CEO, Content InsightAuthor, Content Audits and Inventories: A Handbook

Paula Land

@content_insight IDW 2015

Page 3: The Role of Content in Customer Experience with Paula Land

sessionagenda

page03

01

Why customer experience matters 0

3Mapping content to the customer journey

02

The role of content in customer experience 0

4Auditing content for customer experience

Paula Land

@content_insight IDW 2015

Page 4: The Role of Content in Customer Experience with Paula Land

Customer experiencematters

page04

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

Page 5: The Role of Content in Customer Experience with Paula Land

Customer experiencematters

page05

“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

Page 6: The Role of Content in Customer Experience with Paula Land

Customer experiencematters

page06

“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

Page 7: The Role of Content in Customer Experience with Paula Land

Customer experiencematters

page07

“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

Page 8: The Role of Content in Customer Experience with Paula Land

page08

Source: SDL, “Avoid CX Failure Fallout: 6 Steps to Customer Experience Success”

Paula Land

Customer experiencematters

@content_insight IDW 2015

Page 9: The Role of Content in Customer Experience with Paula Land

2 ways to deal with customer experience failures

page09

Avoid them to begin withKnow your customers, know what they need, give it to them at the right time, in the right format

Make it right when they happenApologize, provide easy ways to get in touch with you and clear pathways to information to solve the problem

1

2Paula Land

@content_insight IDW 2015

Page 10: The Role of Content in Customer Experience with Paula Land

Content and customer experience

page010

Page 11: The Role of Content in Customer Experience with Paula Land

Paula Land

contentsources

page11

Social media channels – yours and your customers’

social

Catalogs, in-store signage, direct mail pieces

printYour web site, including product information and

search results.

web site

Online help, chat, customer service

Support content

Paula Land

@content_insight IDW 2015

Page 12: The Role of Content in Customer Experience with Paula Land

Paula Land

customer service fail – mail

page12

Paula Land

@content_insight IDW 2015

Page 13: The Role of Content in Customer Experience with Paula Land

Paula Land

customer experience fail – site errors

page13

Paula Land

@content_insight IDW 2015

Page 14: The Role of Content in Customer Experience with Paula Land

Paula Land

customer experience fail – error messages

page14

Paula Land

@content_insight IDW 2015

Page 15: The Role of Content in Customer Experience with Paula Land

Paula Land

customer experience fail –social media

page15

Source: http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#1

Paula Land

@content_insight IDW 2015

Page 16: The Role of Content in Customer Experience with Paula Land

Paula Land

customer experience fail –ads

page16

Paula Land

@content_insight IDW 2015

Page 17: The Role of Content in Customer Experience with Paula Land

Paula Land

customer experience fail –forms

page17

Paula Land

@content_insight IDW 2015

Page 18: The Role of Content in Customer Experience with Paula Land

Paula Land

customer experience fail –product information

page18

Paula Land

@content_insight IDW 2015

Page 19: The Role of Content in Customer Experience with Paula Land

Paula Land

customer experience fail –in-store

page19

Paula Land

@content_insight IDW 2015

Page 20: The Role of Content in Customer Experience with Paula Land

determining contentfocus

page20

What content has the greatest effect on the customer?

Paula Land

@content_insight IDW 2015

Page 21: The Role of Content in Customer Experience with Paula Land

determiningcontent focus

page21

who they are what they need to do

Paula Land

@content_insight IDW 2015

Page 22: The Role of Content in Customer Experience with Paula Land

Paula Land

Understanding your customers

page22@content_insight IDW 2015

Page 23: The Role of Content in Customer Experience with Paula Land

PaulaLand

input:user data

page23

user personasRepresentations of priority customer types, with needs, motivations, influences defined.

user feedbackWhat your customers are actually saying

user flowsActual and desired pathways through the content that a persona takes to find information.

user researchPrimary and secondary research on industry trends, target and actual customers

@content_insight IDW 2015

Page 24: The Role of Content in Customer Experience with Paula Land

Paula Land

examplepersona

page24

Jason Lee27 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

Page 25: The Role of Content in Customer Experience with Paula Land

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 pointJason 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 2En 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.

Page 26: The Role of Content in Customer Experience with Paula Land

Paula Land

customer feedback

page26

No one ever listened themselves out of a job.

—Herbert HooverImage source: Wikipedia

@content_insight IDW 2015

Page 27: The Role of Content in Customer Experience with Paula Land

userresearch

page27

primary researchUsability studies, focus

groups, surveys

secondary researchIndustry reports, demographic studies

social listeningMonitoring trending topics, mentions

Paula Land

@content_insight IDW 2015

Page 28: The Role of Content in Customer Experience with Paula Land

input:metrics and analytics

page28

• Conversions• Page views• Time on site• Click-throughs• User flows • Keyword search• Likes, shares,

subscriptionsPaula Land

@content_insight IDW 2015

Page 29: The Role of Content in Customer Experience with Paula Land

gather andanalyze data

page29

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

Page 30: The Role of Content in Customer Experience with Paula Land

Mapping content to the customer journey

Page 31: The Role of Content in Customer Experience with Paula Land

Paula Land

advocacy

What will inspire customers to promote your

brand?

customerjourney

page31

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

Page 32: The Role of Content in Customer Experience with Paula Land

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

page32

Paula Land

@content_insight IDW 2015

Page 33: The Role of Content in Customer Experience with Paula Land

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

page33

Paula Land

@content_insight IDW 2015

Page 34: The Role of Content in Customer Experience with Paula Land

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 page34

Paula Land

@content_insight IDW 2015

Page 35: The Role of Content in Customer Experience with Paula Land

Auditing content for customer experience

Page 36: The Role of Content in Customer Experience with Paula Land

Paula Land

whyaudit?

page36

vsThe path you want them to take

The path they actually take

@content_insight IDW 2015

Page 37: The Role of Content in Customer Experience with Paula Land

Paula Land

whyaudit?

page37

vs

The experience you want them to have

The experience they are actually having

@content_insight IDW 2015

Page 38: The Role of Content in Customer Experience with Paula Land

Paula Land

conducting the content audit

page38

01Inventory all assetsKnow your starting point

02Establish context and criteriaKnow why you’re auditing and what your standards are

03establish scopeChoose your areas of focus

04evaluate the contentAssess content and derive insights

Paula Land

@content_insight IDW 2015

Page 39: The Role of Content in Customer Experience with Paula Land

01

how to audit

Inventory existing contentDo a complete inventory of all existing content, across all channels.

Page 40: The Role of Content in Customer Experience with Paula Land

the content inventory – website assets

page40

Paula Land

@content_insight IDW 2015

Page 41: The Role of Content in Customer Experience with Paula Land

content inventory –web site data

page41

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

Page 42: The Role of Content in Customer Experience with Paula Land

the content inventory – non-site assets

page42

Print• Catalogs• Flyers• In-store signage• Direct mail

Digital• Social channels• Email newsletters• Ads • Apps

Paula Land

@content_insight IDW 2015

Page 43: The Role of Content in Customer Experience with Paula Land

02

how to audit

establish audit context and criteria

What are the guidelines and metrics against which you’ll be evaluating the content?

Page 44: The Role of Content in Customer Experience with Paula Land

audit context

page44

why are you auditing?

what resources do you have?

Paula Land

@content_insight IDW 2015

Page 45: The Role of Content in Customer Experience with Paula Land

establishaudit context

page045

Customer research

Customer journeys

Analytics and metrics

Customer feedback

Business requirement

s

Personas

Editorial and brand

guidelines

Search data analysis

Paula Land

@content_insight IDW 2015

Page 46: The Role of Content in Customer Experience with Paula Land

set auditcriteria

page46

ConsistencyDoes the content present a unified message?

Depth and breadthIs there sufficient high-quality content to support the user’s information needs?

FormatIs the content in the right format for optimal use?

PerformanceHow effective is the content?

AccuracyIs the information correct?

AccessibilityIs the content consumable by all users?

ContextIs the content available when and where they need it?

CompetitorsHow does your content compare to your competitors’?

Paula Land

@content_insight IDW 2015

Page 47: The Role of Content in Customer Experience with Paula Land

auditcriteria

page47

ConsistencyDoes the content present a unified message?

Brand guide

Style guide

Messaging guidelines

Competitors

Paula Land

@content_insight IDW 2015

Page 48: The Role of Content in Customer Experience with Paula Land

auditcriteria

page48

Depth and breadthIs 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

Page 49: The Role of Content in Customer Experience with Paula Land

auditcriteria

page49

FormatIs the content in the right format for optimal use?

Customer journeys

Personas

Content plans

Analytics

Content models

Paula Land

@content_insight IDW 2015

Page 50: The Role of Content in Customer Experience with Paula Land

auditcriteria

page50

AccuracyIs the information correct?

Product data

Subject matter experts

Customer feedback

Paula Land

@content_insight IDW 2015

Page 51: The Role of Content in Customer Experience with Paula Land

auditcriteria

page51

ContextIs the content available when and where they need it?

Customer journeys

Personas

Customer feedback

Analytics

Paula Land

@content_insight IDW 2015

Page 52: The Role of Content in Customer Experience with Paula Land

auditcriteria

page52

PerformanceHow effective is the content at meeting user needs?

Business goals

Analytics data / KPIs

Conversions

Search rankings

Paula Land

@content_insight IDW 2015

Page 53: The Role of Content in Customer Experience with Paula Land

auditcriteria

page53

AccessibilityIs the content consumable by all users?

Style guides

User studies

Customer feedback

Personas

Paula Land

@content_insight IDW 2015

Page 54: The Role of Content in Customer Experience with Paula Land

auditcriteria

page54

CompetitorsHow does your content compare to your competitors’?

AudiencesContent type and quantityTone and voice

Community featuresFrequency of publication

Standout/differentiating features

Overall impression

Contributors

Paula Land

@content_insight IDW 2015

Page 55: The Role of Content in Customer Experience with Paula Land

set auditcriteria

page55

ConsistencyDoes the content present a unified message?

Depth and breadthIs there sufficient high-quality content to support the user’s information needs?FormatIs the content in the right format for optimal use?

PerformanceHow effective is the content?

AccuracyIs the information correct?

AccessibilityIs the content consumable by all users?

ContextIs the content available when and where they need it?

CompetitorsHow does your content compare to your competitors’?

Paula Land

@content_insight IDW 2015

Page 56: The Role of Content in Customer Experience with Paula Land

03how to audit

establish audit scopeChoose which content to focus your audit on

Page 57: The Role of Content in Customer Experience with Paula Land

customer journeycontent

page57

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

Page 58: The Role of Content in Customer Experience with Paula Land

04how to

audit

evaluate contentQualitatively assess content against

requirements, goals, and criteria

Document findings

Page 59: The Role of Content in Customer Experience with Paula Land

Paula Land

select audit template

page59

Paula Land

@content_insight IDW 2015

Page 60: The Role of Content in Customer Experience with Paula Land

auditteam

page60

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

Page 61: The Role of Content in Customer Experience with Paula Land

auditactivities

page61

Read the content – all channelsCompare similar content side by sideFollow typical task flowsRun searchesTrigger error messages

Paula Land

@content_insight IDW 2015

Page 62: The Role of Content in Customer Experience with Paula Land

documentaudit findings

page62

present findingsPresent 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 focusWho 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

Page 63: The Role of Content in Customer Experience with Paula Land

operationalizeexcellence

page063

Build audit findings into your content plans so you are creating new content

to the standards and guidelines

planRegularly audit content to

monitor for issues that will affect customer

experience

auditFix issues with content and update guidelines, processes, and goals to maintain quality over

time

improveEnsure everyone in the

organization knows what is expected of them and

how to do their part

communicate

Paula Land

@content_insight IDW 2015

Page 64: The Role of Content in Customer Experience with Paula Land

thank you.

Page 65: The Role of Content in Customer Experience with Paula Land

Paula Land

stayconnected

page65

webcontent-insight.comstrategiccontent.com

social@[email protected]/in/paulaland

[email protected]

Paula Land

@content_insight IDW 2015