how to deliver on the promise of content experience€¦ · how to deliver on the promise of...
TRANSCRIPT
![Page 1: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/1.jpg)
1
How To Deliver On The Promise of
Content Experience
Carlos Hidalgo
CEO
VisumCx
@cahidalgo
What Is Your Approach To CX?
@cahidalgo @visumcx
![Page 2: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/2.jpg)
2
Headline
@cahidalgo @visumcx
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
![Page 3: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/3.jpg)
3
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
@cahidalgo @visumcx
The Value Of Customer Experience
@cahidalgo @visumcx
![Page 4: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/4.jpg)
4
Understanding The Customer Touch Points
@cahidalgo
CUSTOMERS
AUDIENCE ENGAGEMENT
BRAND
PRODUCT
PRODUCT DELIVERY & SERVICE
BUYING PROCESS
CUSTOMER SUPPORT
CROSS SELL— UPSELL
CUSTOMER ADVOCACY
@visumcx
Content Along The Customer Journey
@cahidalgo @visumcx
![Page 5: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/5.jpg)
5
Are We Communicating Effectively?
@cahidalgo @visumcx
The Problem With Content – It’s Bad
Who Gets Excited At
Being Marginal?
@cahidalgo @visumcx
![Page 6: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/6.jpg)
6
The Problem With Content – It’s Forgettable
@cahidalgo @visumcx
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)
@cahidalgo @visumcx
![Page 7: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/7.jpg)
7
What Our Customers Are Telling Us
@cahidalgo @visumcx
Stop Talking About Yourselves
@cahidalgo @visumcx
![Page 8: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/8.jpg)
8
Content Along The Journey –
Audience Engagement
• Engaging • Helpful • Interactive • Low Brand
@cahidalgo @visumcx
Content Along The Journey –
Brand Engagement
• Storytelling • Value Driven • Mission
Statement
@cahidalgo @visumcx
![Page 9: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/9.jpg)
9
Content Along The Journey –
Product Engagement
• Features • Solution
Value • ROI
@cahidalgo @visumcx
Content Along The Journey –
Buying Process Engagement – Cross/Up Sell
• Educational • Problem Solving • Challenge/Role
Based
@cahidalgo @visumcx
![Page 10: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/10.jpg)
10
Content Along The Journey –
Product Delivery & Service
• What to Expect • Timelines • Service Updates
@cahidalgo @visumcx
Content Along The Journey –
Customer Support
• How To’s • FAQ’s • User Forums • Product Tips
@cahidalgo @visumcx
![Page 11: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/11.jpg)
11
Content Along The Journey –
Customer Advocacy
• Personal • Empathetic • Authentic • User Generated
@cahidalgo @visumcx
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!
@cahidalgo @visumcx
![Page 12: How To Deliver On The Promise of Content Experience€¦ · How To Deliver On The Promise of Content Experience Carlos Hidalgo CEO VisumCx @cahidalgo What Is Your Approach To CX?](https://reader034.vdocuments.net/reader034/viewer/2022051812/602d123e01189356b75b4a6f/html5/thumbnails/12.jpg)
12
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