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How To Deliver On The Promise of
Content Experience
Carlos Hidalgo
CEO
VisumCx
@cahidalgo
What Is Your Approach To CX?
@cahidalgo @visumcx
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Headline
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Customer Experienced Defined
“The sum-totality of how customers engage with your company and brand, not just in a snapshot in time, but
throughout the entire arc of being a customer.”
Adam Richardson
Harvard Business Review
@cahidalgo @visumcx
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How Important Is Customer Experience?
• 72% of B2B organizations state they will focus on customer experience (Forrester)
• 75% of consumers now expect a customer experience when they interact with brands (Salesforce.com)
• 86% of customers who have a great customer experience are likely to repurchase versus 13% for those who do not get a good experience
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The Value Of Customer Experience
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Understanding The Customer Touch Points
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CUSTOMERS
AUDIENCE ENGAGEMENT
BRAND
PRODUCT
PRODUCT DELIVERY & SERVICE
BUYING PROCESS
CUSTOMER SUPPORT
CROSS SELL— UPSELL
CUSTOMER ADVOCACY
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Content Along The Customer Journey
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Are We Communicating Effectively?
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The Problem With Content – It’s Bad
Who Gets Excited At
Being Marginal?
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The Problem With Content – It’s Forgettable
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Getting The Most From CX Content
• Understand the customers journey (Hint: It’s different than your perception)
• Identify the individual stakeholders within your customer at every stage of the journey and understand what role they play
• Define what kind of content needs to be delivered at every customer touch point (Hint: This is less about you and all about your customer)
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What Our Customers Are Telling Us
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Stop Talking About Yourselves
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Content Along The Journey –
Audience Engagement
• Engaging • Helpful • Interactive • Low Brand
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Content Along The Journey –
Brand Engagement
• Storytelling • Value Driven • Mission
Statement
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Content Along The Journey –
Product Engagement
• Features • Solution
Value • ROI
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Content Along The Journey –
Buying Process Engagement – Cross/Up Sell
• Educational • Problem Solving • Challenge/Role
Based
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Content Along The Journey –
Product Delivery & Service
• What to Expect • Timelines • Service Updates
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Content Along The Journey –
Customer Support
• How To’s • FAQ’s • User Forums • Product Tips
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Content Along The Journey –
Customer Advocacy
• Personal • Empathetic • Authentic • User Generated
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Bringing It All Together
• Have to understand the end-to-end customer journey and who is involved
• Customer Experience IS THE differentiator for brands
• Content is Key (but not the only thing)
• It’s All About The Customer!
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Ask me anything at the Post-Presentation Huddle!
Carlos Hidalgo - CEO - VisumCx
www.visumcx.com - [email protected]
@cahidalgo
Lets Keep Talking
Carlos Hidalgo
CEO
VisumCx
www.visumcx.com
@cahidalgo
@cahidalgo @visumcx
