the role of content in customer experience with paula land

The role of content in customer experience.

Paula Land

about me

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

Paula Land

@content_insight IDW 2015

sessionagenda

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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


Customer experiencematters

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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/

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“45% of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly.”

sales.

Source: Forrester Reports

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“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/

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“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

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

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2 ways to deal with customer experience failures

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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

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2Paula Land


Content and customer experience

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contentsources

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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

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customer service fail – mail

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customer experience fail – site errors

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customer experience fail – error messages

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customer experience fail –social media

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

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customer experience fail –ads

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customer experience fail –forms

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customer experience fail –product information

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customer experience fail –in-store

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determining contentfocus

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What content has the greatest effect on the customer?

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determiningcontent focus

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who they are what they need to do

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Understanding your customers

page22@content_insight IDW 2015

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input:user data

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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


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examplepersona

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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

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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.

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customer feedback

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No one ever listened themselves out of a job.

—Herbert HooverImage source: Wikipedia


userresearch

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primary researchUsability studies, focus

groups, surveys

secondary researchIndustry reports, demographic studies

social listeningMonitoring trending topics, mentions

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input:metrics and analytics

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

subscriptionsPaula Land


gather andanalyze data

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• 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

Mapping content to the customer journey

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advocacy

What will inspire customers to promote your

brand?

customerjourney

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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?

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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

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http://strategiccontent.com/map-the-gap

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customer journey matrix – content types
















• Ongoing contact



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

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customer journey matrix – actual content
















• Ongoing contact




company, product



• Demos





information


Actual Content page34

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Auditing content for customer experience

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whyaudit?

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vsThe path you want them to take

The path they actually take


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whyaudit?

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vs

The experience you want them to have

The experience they are actually having


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conducting the content audit

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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

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01

how to audit

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

the content inventory – website assets

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content inventory –web site data

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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

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Custom Data• Content owner• Content type• Audience• Status• Template• Etc.


the content inventory – non-site assets

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

Digital• Social channels• Email newsletters• Ads • Apps

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02

how to audit

establish audit context and criteria

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

audit context

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why are you auditing?

what resources do you have?

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establishaudit context

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Customer research

Customer journeys

Analytics and metrics

Customer feedback

Business requirement

s

Personas

Editorial and brand

guidelines

Search data analysis

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set auditcriteria

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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’?

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auditcriteria

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Brand guide

Style guide

Messaging guidelines

Competitors

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auditcriteria

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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

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auditcriteria

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FormatIs the content in the right format for optimal use?

Customer journeys

Personas

Content plans

Analytics

Content models

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auditcriteria

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Product data

Subject matter experts

Customer feedback

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auditcriteria

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Customer journeys

Personas

Customer feedback

Analytics

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auditcriteria

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PerformanceHow effective is the content at meeting user needs?

Business goals

Analytics data / KPIs

Conversions

Search rankings

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auditcriteria

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Style guides

User studies

Customer feedback

Personas

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auditcriteria

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AudiencesContent type and quantityTone and voice

Community featuresFrequency of publication

Standout/differentiating features

Overall impression

Contributors

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set auditcriteria

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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?





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03how to audit

establish audit scopeChoose which content to focus your audit on

customer journeycontent

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• Ongoing contact




company, product



• Demos





information


Actual Content • Item • Item• Item

• Item • Item • Item • Item• Item

• Item • Item • Item• Item

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04how to

audit

evaluate contentQualitatively assess content against

requirements, goals, and criteria

Document findings

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select audit template

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auditteam

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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

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auditactivities

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

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documentaudit findings

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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)

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operationalizeexcellence

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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


thank you.

Paula Land

stayconnected

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webcontent-insight.comstrategiccontent.com

social@[email protected]/in/paulaland

[email protected]

Paula Land
