Better CX and boosted bottom lines – How content bridges the gap
Customer Experience (CX) remains a hot topic in 2020, but how do you see content fitting into the mix? If you consider it the sole domain of your Marketing Department, then you might be missing a trick. The voice of the customer should be reflected in all departments. After all, Forrester defines CX as “how customers perceive their interactions with your company”. And HubSpot says:
“The best way to define customer experience is as the impression you leave with your customer, resulting in how they think of your brand, across every stage of the customer journey. Multiple touchpoints factor into the customer experience, and these touchpoints occur on a cross-functional basis.”
If you think about it, every touchpoint and interaction with a customer is a form of content. Whether that’s a live chat message, a letter, an email, or a FAQ page on your website. And the quality of that content will shape the way your customers think and feel about you.
But when it comes to content, let’s be real. Things have got out of hand. As businesses, we’re serving our customers a huge volume of communications. It goes way beyond the Marketing and Comms Departments. There are privacy notices. Insurance claims letters. Customer service interactions. Legal terms and conditions. That’s just the start of it. And think of the types of employees creating that content. Legal teams. HR. Product. These employees don’t have training in creating clear, coherent messaging. They may not even know your brand tone of voice. Typically, this leads to a lack of clarity and consistency in terms of tone of voice and messaging too.
Are you easing your customers’ cognitive load?
Imagine one of your team members sends your customer a letter. A renewal notice, for example. She picks it up on her way to the school drop-off, before heading to coffee with friends. Her mind is on the tax return she needs to file next week. As soon as your customer’s eyes hit the words on your letter, her cognitive processing begins. She’s trying to make sense of it. But you’ve used jargon and long words that she’s not used to. The letter also contains dense, long sentences. It’s an effort for her to process what you’re trying to communicate.
Daniel Kahneman, Nobel Prize winning author of Thinking Fast and Slow uses the terms “system 1” and “system 2” to describe how we process and understand information. System 1 is intuitive, non-thinking. System 2 kicks in when some mental energy is required. If I ask you your full name, your system 1 brain immediately answers. No problem. But what if I ask you to wade through a wall of text stuffed with jargon and long sentences? You’re likely to switch off. You’ve lost your customer’s engagement. And in this case, that also means her custom and loyalty. She churns.