Customer Experience Should Never Be Out of Context
Business Solutions Guide | Part Four in a Four-part Series on Content Reuse
Customer Experiences Rely on Meaningful Content
Value is how your customers decide whether or not to engage with your content. The closer it relates to their current situation or attaches to something familiar—such as a past experience—the more likely your customer will be to engage with intent. And intent is a necessary ingredient for e-Commerce transactions.
To address context, online marketers must look beyond the “transaction” to how they can help the customer to engage in a digital dialogue, delivering a great experience that compels them to complete the end goal; the transaction. It’s in knowing the next positive action (NPA) to take in support of the often unspoken needs and preferences of a customer that puts context at the heart of customer experience design. And this is also what makes it difficult to achieve and sustain over the course of the customer lifecycle—let alone to scale. But it is possible.
In this solutions guide, you’ll learn why it’s critical to serve your customers — rather than sell to them. Making the shift from one-to-many communications to one-to-one dialogues doesn’t need to be intimidating. In fact, a Web content management (WCM) platform can provide an iterated toolset to help with this orchestration. Likewise, a content reuse strategy can help to take the pressure down a notch while enabling online marketers to make sure that a customer’s experience is never out of context.
This business solution guide will help you to understand:
- Why context is becoming table stakes and what to do about it
- How to use existing content to create adaptive experiences
- How to elevate customer engagement with customer “memory”
This guide is part four of a four-part series on content reuse.