The very mechanics of customer experience are shifting, powered by new technology and expectations. Today more than ever, customers want proactive digital experiences that allow them to quickly accomplish whatever they’re trying to do, in whichever channelthey’re trying to do it, preferably on their own.
As the pace of change quickens, companies are struggling to keep up.At stake is their CX health, brand reputation, and maybe the survival of their business as a whole.
The challenge facing leadership teams is figuring out how to deliver valuable content in the channels that customers use when they initiate these customer journeys, specifically during the post-sale experience.
Voice-activated devices. Chatbot interfaces. Search engines. Whatever the channel, by and large it’s content—how it’s structured, what it contains, who and what it’s needed for—fuelling these experiences. While these channels are many, the digital journeys that lead to them usually begin when customers want to accomplish one of three things:
- Buy something (transactional)
- Find where something is located (navigational)
- Get an answer or solve a problem (informational)