[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2020\/07\/13\/how-content-improves-cx\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2020\/07\/13\/how-content-improves-cx\/","headline":"Want to improve customer experience? Start with content","name":"Want to improve customer experience? Start with content","description":"Learn how content improves CX by making the customer journey easier to navigate, providing simple solutions, and enticing consumers to stay connected.","datePublished":"2020-07-13","dateModified":"2024-04-15","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/stephanie-thum\/#Person","name":"Stephanie Thum","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/stephanie-thum\/","identifier":334,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/05bbc9017e3f89b9d6d4846c0cf0828093f534181adceca83e1773c2378f6385?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/05bbc9017e3f89b9d6d4846c0cf0828093f534181adceca83e1773c2378f6385?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/07\/content-improves-CX.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/07\/content-improves-CX.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2020\/07\/13\/how-content-improves-cx\/","video":{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=cny1CIMuv3o#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=cny1CIMuv3o","name":"Plain Language Summit 2019","description":"A day of talks and conversations on how to advance plain language in government communications, hosted by the federal Plain Language community of practice.\n\nRead more: https:\/\/digital.gov\/event\/2019\/09\/05\/plain-language-summit-2019\/\nVisit: https:\/\/www.plainlanguage.gov\/\nJoin the community: https:\/\/digital.gov\/communities\/plain-language\/","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/cny1CIMuv3o\/default.jpg","https:\/\/i.ytimg.com\/vi\/cny1CIMuv3o\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/cny1CIMuv3o\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/cny1CIMuv3o\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/cny1CIMuv3o\/maxresdefault.jpg"],"uploadDate":"2019-09-11T19:30:58+00:00","duration":"PT4H12M32S","embedUrl":"https:\/\/www.youtube.com\/embed\/cny1CIMuv3o","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UC5V8jrK77-8gsa9RL_taG9A#Organization","url":"https:\/\/www.youtube.com\/channel\/UC5V8jrK77-8gsa9RL_taG9A","name":"Digitalgov","description":"Digital.gov transforms how government learns, builds, delivers, and measures digital services in the 21st century by providing people in government the tools, methods, practices, and policy guidance they need to deliver effective and accessible digital services. \n\nLearn more at https:\/\/digital.gov\/about","logo":{"url":"https:\/\/yt3.ggpht.com\/3EJWd6e7ZC3A0hZS78WJusZouZTCCacagU4YaNm9D4mAkMOKhfBoRWhQW_4acLcvOZZp2RHM=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=cny1CIMuv3o#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=cny1CIMuv3o#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=cny1CIMuv3o&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=cny1CIMuv3o#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":1872}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=cny1CIMuv3o#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":6}]},"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/uncategorized\/","name":"Uncategorized","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Categorization","http:\/\/www.wikidata.org\/entity\/Q5884621"]}],"wordCount":836,"keywords":["Customer Journey"],"articleBody":"Communication is fundamental to customer experience. In fact, I’d even say a good customer experience is probably also a great communication experience. Yet, communication is where too many companies keep losing opportunities with customers – they don’t recognize that content improves CX.That\u2019s because communication \u2014 especially the content created to convey how you solve customers\u2019 problems \u2014 really isn\u2019t that simple.The customer journey: Every public-facing word is an opportunity for content to improve CXThink about it for a second. A customer\u2019s experience often begins with some kind of content:signagedirectionslabelsapplicationsformswebsitesThese pieces of content are usually the first impression customers have of your company.Then, there\u2019s the follow experience: actually following your directions, spotting your signage, filling out your application form, reading a package label, finding an order status on an app, getting good pricing information from a contact center rep, and understanding the bill when it arrives.Some organizations do a pretty good job recognizing how content improves CX. But others just…don\u2019t.In one recent study:64% of customers said they experience difficulty when trying to navigate websites.80% of businesses said their company e-mails were easy but only 61% of customers agreed.71% of businesses thought their websites were easy to use but only 53% of customers agreed.Why content matters to commerce and customer experienceTo get and keep a customer\u2019s attention, your content has to be clear, consistent, comprehendible, and accurate.A few years ago, one U.S. government agency was publicly shamed by an oversight body for confusing customers with inconsistent content that was scattered across the agency\u2019s digital channels.But there\u2019s no such oversight in the private sector, unless you count the power of customers. If they feel hassled by confusion, they’ll just click elsewhere to find clarity with one of your competitors.This content is hosted by a third party ( player.simplecast.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowThe case for simplicity: How content improves CXPsychologist and author John Whalen recently noted: \u201cThe more emotion is tied to what is being accomplished, the more customers respond to simpler language.\u201dThat means there’s a case for simplicity in content that’s designed for commerce. But simplicity is about more than just the words you choose to write down. It’s about constructing clear, consistent, comprehendible, and accurate messages that harmonize with everything else in your portfolio.Content improves CX, full stop. Here are some things to think about when planning content:Clarity: Is what you\u2019re writing helpful to the customer (in their eyes, not yours)? Is it understandable? Is the flow logical? Do the headings help guide the customer along the main points? Keep in mind, the purpose of great content is to help customers understand, take action, and solve their problems.Consistency: Does the one thing you\u2019re creating right now harmonize with everything else that customers see and hear on your website, in your brochures, on your app, and social media sites? Disharmony creates confusion for customers. Confusion equals friction.Comprehendible: Jargon, weird words, and acronyms get in the way of customers being able to comprehend your message. You will find these problem areas in service applications, on forms, and in troubleshooting guides. These are documents that create connections between you and your customers. Don\u2019t assume they should just know your company acronyms and vernacular.Just because content is easily understood does not mean it’s accurate. Inaccurate content can be brand-eroding, wrong, or even dangerous. Quadruple check the accuracy of your content.Great content is hard work: Preparing for and tracking successThere are a few ways to set the table for success. Here are a few ideas.Build content mindfulness into your company\u2019s DNA. The UK parliament\u2019s customer service charter spells out their commitment to simplicity in customer interactions. If government can create guidelines for simplicity in customer interactions, so can private sector companies.Use a website intercept survey and ask! HHS.gov and the National Library of Medicine, for example, use an intercept survey that asks website visitors: \u201cIs this page helpful?\u201d Based on responses, triage teams in the background fix what doesn\u2019t make sense to visitors.Check bounce rates in your website analytics. Customers will bounce for a variety of reasons, including confusing content.Effective content can create connections to, and clarity for, customers. However, if customers cannot understand your product descriptions, service applications, forms, rules, or directions, then you\u2019re at a disadvantage for keeping their attention and earning their business.But when you get it right, communication CX can be your secret weapon in creating great customer experiences. So be sure to give your customer-facing content the right amount of attention, skill, and expertise necessary to thrive.  What happens in Vegas …\u00a0creates connections + drives results.Join hundreds of customer experience experts at CX Connect Oct. 6-8. Register\u00a0HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2020","item":"https:\/\/www.the-future-of-commerce.com\/2020\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"13","item":"https:\/\/www.the-future-of-commerce.com\/2020\/\/07\/\/13\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Want to improve customer experience? Start with content","item":"https:\/\/www.the-future-of-commerce.com\/2020\/07\/13\/how-content-improves-cx\/#breadcrumbitem"}]}]