Three C's comprise the backbone of good customer experience management: content, community and commerce. This week we've got expert advice on how to improve them, with a particular focus on content.
Rob McCarthy (@1robmmccarthy): To ensure that your website is working at top efficiency, and has content that engages visitors and converts them into paying customers, you’ll often need to conduct a website review. Learn the first step in this process, the website content audit.
The heart of most digital strategies and the place where most activity takes place is the organization’s website. So ensuring that this is providing the right information and services to customers is key. Making certain that your website is working as efficiently as possible, engaging customers and converting them often requires a website review.Bloated websites will have thousands of pages of content that are never or rarely visited. We often find that barely 200 pages out of 4,000 (that’s 5% of website content) account for 85% of website traffic. So it stands to reason that web managers should focus on that 5% and make sure it is perfect.
The steps to take for a website review include:
- Web content audit
- Understanding your top tasks
- Organizing your website structure
- Defining user journeys
- The user experience and design
- Launch and promotion
- User testing
- Conducting a web content audit is the starting point for completing a full website review and re-launch.
Hank Barnes(@hbatadobe): To have a successful e-commerce site, content is critical. This content can take many forms including images, manuals, feature descriptions, recommendations and more. The key to successful commerce and accelerating purchase decisions is to understand the customer decision journey and target content to the user to help them navigate that journey as quickly as possible, with minimal distractions. By focusing on the customer journey, it will be easier to understand and prioritize the content requirements for your, or your partner’s, e-commerce site.
Mitch Lieberman (@mjayliebs): Too often, conversations about customer service and customer service experience either dive too deeply into technology or neglect technology completely. Where then does a discussion regarding channel of communication and points of interaction between company and customer fit? Is mobile a channel strategy or a technology strategy? How can you, should you, encourage channel usage that is mutually beneficial?
I recently shared my thoughts on the evolution of customer service. There I introduced the concept of “active pull,” versus “push” with regards to communication channels.
Channel match is the core of the conversation. The conversation seeks to reconcile the way you would like to interact with your customers versus how your customers prefer to interact with you. This agreement with your customers (call it a communication strategy) cannot simply be decided in a conference room, nor by pure demographics or psychographic data. Each organization needs to understand their customers, the jobs to be done and will certainly feel financial pressures to “drive” customers toward cheaper channels. The difference between inexpensive and cheap is something we all know quite well.
Laura Horton (@atlantalaura): These days, lead generation is more than just producing a list of names. It’s a delicate balance of art and science. With marketers juggling a wide range of responsibilities, who has time for trial and error? Set yourself up for success by avoiding these common lead generation pitfalls.
Arjen van den Akker (@arjenvdakker): Under the umbrella of “customer engagement” and “web engagement,” companies look to implement technology and processes to ride the next wave of the World Wide Web. After Web 2.0, companies now need to engage with their audiences.
And of course, it’s clear that visitors can no longer be treated as anonymous “guests” on a website, especially not when they have identified themselves by logging in. They should be recognized and serviced appropriately, with relevant information. And ideally, that experience should also be context sensitive, especially when someone uses a mobile device. But how do you make the content relevant?
When looking at B2B and B2C situations, it is important to consider the role of data analysis and recommendation engines, as well as asking the question of real-time versus batch, as the choice you’re making about that might have far-reaching consequences.
David Nickelson (@drdnickelson): Marketers are beginning to realize that they can’t provide consistent, personalized experiences to their customers without understanding how their customers experience their brand across all of their customer touch points. In response, platform vendors are rapidly developing ways for web content management (WCM), analytics, customer relationship management (CRM), and marketing automation (MA) tools to work together to collect, measure and analyze customer insights. These solutions provide the sales, marketing and communication teams with the information they need to create the best possible digital experiences and ultimately better gauge and perfect the quality of the customer experiences they provide.
Bonus: SharePoint Love
Toby Ward (@tobyward): Microsoft’s takeover of the corporate intranet has been rapid, and nearly overwhelming. Nearly two-thirds of all organizations (all except the very smallest) in the Western World use SharePoint, in some shape or form (according to multiple surveys).
Despite its most unimpressive start and growth as a second-tier technology just a few years ago – lagging well-behind IBM’s Websphere and other commercial portal and CMS technologies – SharePoint has become the leader of the pack, powering more intranets than any other solution.
Mike Taylor (@iecmike): SharePoint recently turned 10-years-old and is now arguably among the most successful software platforms ever in terms of sales and installations. The newest version marks the latest of three major revisions. There is almost universal agreement that the SharePoint 2010 platform is vastly improved from a technology perspective when compared to its predecessors.
Yet, despite all of the successes, most organizations are using only a fraction of the product's capabilities. Frustration abounds as IT and business users grapple to extend more robust functionality throughout the enterprise.