I was looking at the program for the upcoming Content Strategy Forum in Paris in April. One of the presentation abstracts jumped out at me.
Joyce Hostyn from Open Text wrote the following:
“Customer experience is the sum of the experience a customer has with a business, across all channels and touchpoints. An experience always exists and always generates an impression, but seldom by design. No wonder only 8% of customers report their experience with a given company was superior.What’s the problem? A product is designed in R&D then thrown ‘over the wall’ to marketing whose focus is on promotion rather than education, integration, and refinement. Product information is too often seen as a necessary evil rather than part of the larger experience. The services and sales organizations gear up to sell and service the customer, creating their own content along the way, and often in ways that are inconsistent with the R&D and marketing impressions that have already been created. Too often this silo’d approach results in fragmented experiences and dissatisfied customers.What would happen if all these groups saw themselves as collaborators working to create a content strategy designed to deliver a superior, holistic, customer experience across all customer touchpoints and all stages of the customer lifecycle? How can we get to this ideal end state?”
I couldn’t have put it better myself!