If you're looking for ways to improve the customer experience, take a close look at the way you produce content. Chances are, you'll discover that many of the frustrations your customers have with your brand are a direct result of their experience with the content you produce. Or, more specifically, a direct result of how your organization creates, manages, and delivers the information you provide to customers.
According to research from Gartner, more than 90 percent of organizations don't have a formal content strategy in place to ensure the content they produce is consistent across all customer touch points. As a result, the customer journey is riddled with inconsistent experiences. Frustrating and confusing experiences with content that leaves customers wondering, "What happened?"
But, it doesn't have to be this way. In organizations where content is valued as a business asset – and where customer experience is more than lip service – the people that create customer-facing content work together. They collaborate to ensure that every interaction a customer has with the brand, across every touch point, is consistent. They break down silos that prevent collaboration. They reorganize staff. And, they rethink the way they work. Every effort is laser-focused on efficiently producing content that ...
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