You're probably hearing a lot about customer experience...
But what role does your product content play?
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The Content Relay
Think of customer engagement as a relay race. Each touchpoint along the customer’s journey calls for different types of product content – marketing collateral, sales brochures, technical documentation, and support articles.
How does your organization manage the hand-off? Is it a seamless stream of product content, or a disjointed, siloed approach? Your customer can tell the difference.
How do you run each leg of the race?
The customer’s engagement begins with marketing, where content is available online to someone considering a purchase. This content serves to entice and persuade the customer.
Once the customer is contacted by the Sales team, additional product content is provided in proposals and demonstrations.
When a buying decision is made and the product is shipped, product manuals, installation and configuration guides educate and inform the customer – continuing the content relay.
Finally, Support anchors the last leg of the race with knowledgebase articles, and customer self-support such as training tutorials and how-to’s.
Is Your Relay Team Ready?
To achieve a seamless customer engagement, your content contributors need to work as a team, with the right tools and environment to excel. This often requires a shift in an organization's approach to product content, but in the end it's about collaboration and empowering your content creators to work together to 'pass the baton', delivering integrated, consistent customer experiences.
Is your organization in shape for the customer experience race? Take our Customer Experience Readiness Survey to find out.
