Your experience starts the moment the customer knows you exist...
If you are not designing your experience from this point on, you are losing customers every single day and you don't even know it. Yesterday I was talking with content strategist Jessica Quillin, PhD and there was a common thought that luxury brands and companies do not have a content strategy and that all departments work in silos creating duplication, mixed messages and a lack of customer affiliation and loyalty.
Each touchpoint in the customer journey is an opportunity to inspire a ''Yes'' in the decision-making process and have your customer advance to the next stage... if you are not deliberately influencing it, then most of your customers are simply leaving you and you won't even have an opportunity to change their minds.
Designing your customer experiences deliberately and intentionally is the most important business strategy. Really, what could be more important than this?
And inside this design we need to have a proper content strategy to ensure the message that we want to pass along is aligned and coherent with who we are, with what we want to transmit and that evokes the right set of emotions. Operationally, having the right systems allows content to flow seamlessly and strategically enabling personalized interactions.
Now, this is not a marketing strategy; this is a business strategy.
Does your business really have a content strategy? one that flows horizontally across departments and touchpoints and that is consistent both online and offline? Is your content strategy present beyond your marketing activities? I bet the answer is probably no, and after talking with Jessica, I only confirmed how most organizations don't understand the depth a proper content strategy scope entails, and the impact and influence it has in the overall experience.
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