A remarkable experience
By David Smith
The customer experience, abbreviated as CX, is one of the most important characteristics of your company.
In a crowded consulting market, firms can’t get away with having generic offerings or the lowest prices anymore. It’s far too easy for a competitor to undercut your position and take away those advantages.
The customer experience (CX) is the key battleground for winning new customers and promoting long-term growth for your firm.
Your customers will appreciate these four huge content game-changers when they engage with your brand.
What is CX?
CX encompasses every interaction that someone has with your business. These experiences begin long before they become your customer, and they shape their expectations.
Every touchpoint, from a trade show booth visit to a referral introduction, gives the prospect or customer the opportunity to form an opinion about your business and whether it suits their needs. When engagement come via in-person events, social media, your website, and other online and offline channels, CX must be a marketing consideration.
Why CX is important
CX gives you the opportunity to be memorable to consumers. When you stand out from the crowd and offer an experience that your competitors can’t, you position yourself as their go-to firm in the market.
This differentiation makes a big difference when you’re operating in a crowded field that may have many available options. A quality CX brings in customers, keeps them around for repeat sales and leads them to recommend your business to their social circles.
How CX and Content are Connected
Content plays a vital role in CX. It supports the progression of the buyer’s journey at every touchpoint. As they move through the marketing and sales funnel, your content removes friction and improves the consumer’s education.
Different types of content are needed at every step of this journey. You can loosely categorize each set as awareness, consideration or decision stages and tailor the marketing content accordingly.
For example, the first time someone encounters your firm, they may not have any knowledge of the specific focus of your firm. It’s not the time to tell them about your specific solutions and services. Instead, you can introduce them to the information that’s most useful to someone who needs a crash course to learn the basics. You build knowledge and trust by tying content marketing and CX together.
The customer experience path allows you to act as a guide on your prospect’s journey. Content positions you as an authority in your field of expertise and solidifies the value of your solutions and services. When they’re ready to make a purchase decision, it supports their conversion from prospect to customer.
The CX doesn’t end there. You also have to consider what happens during the onboarding phase and how you can keep them coming back.
CX-Centric Content Marketing Strategy
The key is to match the customer journey to appropriate content. If you’re not sure where to get started, talk with your customer-facing teams. Sales, field consultants, and customer service members can provide valuable insights into the questions that they get asked the most and the type of content that could better prepare a prospect for their decision-making process.
Every business needs to pay close attention to its CX, as it’s the most critical differentiator that you may have.
When you consider your CX for every touchpoint that a prospect or customer encounters, you can fully support their journey, improve your conversion rates, retain customers, and generate referrals. With all of those value points – why wouldn’t you want to consider enhancing your CX and content game?
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About Valens Point
We help technology services organizations grow by putting into action a marketing system containing the right balance of strategy, technology, process, and expertise that will get results.