There it is: that moment when a person becomes aware of a product or feels the need to learn about a product, and it begins - the customer journey. It will pass through many different phases, in the course of which the top priority is not to lose the potential customer. His interest has to be positively and repeatedly strengthened. This way he can last until safely delivered at your end goal. Translated into business-speak, that means a successful conversion or the purchase of the product and ideally, thanks to the final, satisfactory customer experience, his permanent commitment to the respective company.
To achieve that, you will use a number of different methods. In Content Management, there are, among many others, three methods that are especially beneficial to the customer journey and can lead to the hoped-for success.
1. Pick up the customer with personalized content where ever he is
Customers expect content that not only adapts to their devices, but above all, content that is tailored to their individual customer journey. In an Accenture study, 75% of customers claimed that they were more likely to shop with companies that provided them with a personalized experience, such as salutations with names or product suggestions that matched the customer's shopping history.
The relevance of individual content in the CM area is increasing. Personalization starts with the organization. You plan the content: Defining clear target groups, tagging flexible content with relevant keywords and creating content modules that can be used in different contexts - such basic measures help to turn the CMS into a personalization tool.
The effort to create and play appropriate content initially seems high, but thereafter, the work will be significantly simplified by various automation tools. Every single click will optimize the individual user experience. But in CMS itself, too, the idea of individual customer experience is increasingly anchored. Modern CM environments, for example, offer the option of creating customer profiles based on self-selected selection criteria such as socio-economic data, purchase history or position in Sales Funnel, for which a suitable user experience can then be created, along with appropriate content.
Personalized campaigns will add significant value to the customer experience, but should be planned carefully. If the customer is bombarded with inappropriate content and offers, your chance of success will fly out the window, along with your lost customer, due to their negative user experience. According to CMO.com, three-quarters of all users registered annoyance, if content such as ads, advertising or offers did not match their interests.
2. Direct customer approach with responsive content
In order to differentiate themselves from competitors despite increasing competition in the digital network, companies should make the specific needs of potential customers the maxim of their content design and playback. However, these needs vary greatly depending on the search destination, location or device: For example, users who consume content via their smartphone may want to see shorter texts with less data consumption than users sitting at a desktop PC. Users increasingly expect your content to adapt itself, and match their personal needs as closely as possible. Companies therefore face the challenge of covering a variety of usage scenarios with their content to offer customers the content they need as precisely as possible.
Responsive content is based on the premise that it does not make sense to play exactly the same content on each device. Customers who want to be more comprehensively informed about products on their computer may either just want to locate the nearest store on their phone, or research help relating to a specific issue with their product. Responsive Content tries to meet these different demands with appropriate content. Companies create different audiences and specific usage scenarios, to which the content is adapted. Depending on the device used, the internet connection or location, for example, certain longer or shorter texts are then displayed, large or small buttons inserted, or site-related content published. This has the intent to offer an optimized customer experience.
3. Artificial Intelligence helps with automation
Challenges these days such as fast content creation, individualization of content and the recording of various channels are too vast for effective manual handling. One task is therefore to discern which tasks and functions can be automated, and in which way, and how automation tools can be meaningfully integrated into the Content Management environment, in order to offer a satisfactory customer journey
Presently there are a wide variety of Content Management tasks that can be automated and simplified by Artificial Intelligence. For example, AI tools can help uncover and fill content gaps in content, or even automatically create entire blocks of content. Product descriptions can now be created automatically by entering a few keywords. Another use is to test the timeliness and functionality of pages and notify administrators of malfunctions.
Chatbots also provide important benefits in Content Management by making it easier to find specific content items, assisting users in solving problems with the CMS, or providing customers with the right content. As a result, Chatbots continue to evolve into intelligent personal assistants who engage in a dialogue with potential customers. Accordingly, a study by Gartner predicts that by 2021, a majority of businesses will expend more financial resources on chatbots than on developing mobile apps. The combination of Content Management with automation tools therefore becomes increasingly relevant.
Bon voyage for the customer!
If you implement the procedures described above, your users can experience an optimal customer journey. In the end, not only do they ideally become customers, but the associated company also gains a positive connotation in the mind of that customer - and if this customer experience is discussed by that customer, then in the end, word-of-mouth, the best external representation that can happen to your company, comes into being.
Are you interested in the development of Content Management in the digital age? Our free e-book "Content Management in the Change" shows you how customer demands and new technologies are changing the field, and the seven trends in Content Management of the future.