how great customer experience will make your business more successful
TRANSCRIPT
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How Great Customer Experience Will Make Your Business More Successful
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The overall customer experience is critical to growth and competitive differentiation for B2B companies.
Yet, fewer than one quarter of companies excel in delivering experiences that customers notice and deliver
significant value. However, the select group that does it “right”, enjoys
higher-than-average revenue growth.
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Example of a Customer Journey in the Investment Sector
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VOLVO BRAND
Jean-Claude
Van Dammedoes the
splits for everyone
AWARENESS
Pricing & ROI
PURCHASE
ProcurementCFO
Brochures Product Data
Sheets
Business owner
Engineering
EVALUATION
Training,Drivers
Literature
ONBOARDING
Fleet Managers & Drivers
Maintenance
& ServiceInformatio
n
SERVICE
Engineering
Specialistvideo
For Fleet Managers
INTEREST
A customer journey…
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Source: Erin Provey
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JEFF ROHRS CHANNELS SLIDE EXAMPLE
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Customer Experience is almost exclusivelyfueled by one thing...
CONTENT
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Content doesn’t just happen…
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There are three areas where you need to focus:
A typical message to content teams…
1. Strategy2. Distribution3. Measurement
Really?
What about content creation?
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“More than 50% of marketing spend is on content creation.
Very few companies have a plan for that spend.”
Source: Erin ProveySirius Decisions
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GOALS
GUIDANCE
GOVERNANCE
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GOALS
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Set your goals for Terminology, Style and Tone of Voice
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Validate your goals by learning from checked content and adjusting accordingly
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GUIDANCE
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Acrolinx is the only software that can actually “read” your content and help you make it better
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GOVERNANCE
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A scorecard gives an overview of all the issues found
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Generate a baseline for your content, or get an overview of a complete set of assets
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Deep metrics help you track content quality trends, utilization, and performance.
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GOALS for all aspects of your content
GUIDANCE for content contributors
GOVERNANCE for content teams
Brand, audience, compliance, findability, precision
Wherever they create content
Transparency and control over the entire customer experience
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Methodology• 2 similar documents (High
Acrolinx Score vs. Low Acrolinx Score)
• Text only – no formatting or styling
• Isolated A/B test – research participants only saw one version of the content
• Viewers asked specific questions about brand perception, conversion and purchase intent
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Xtera is the world's leading provider of cloud based accounting software for small business. Our online solution makes it easy to manage all of your financial needs, from invoicing, bank reconciliation, payroll, or expense reporting and more. Through all this, start to finish, Xtera has got your back. We might just be the partner that you need to become more efficient, grow your revenue and build your business. In addition to being the most advanced software platform in the industry a lot more is offered by Xtera. In fact, its our outstanding customer support, comprehensive inline tutorials and extremely competitive pricing that are just some of the reasons why clients consistently choose us ahead of our many competitors in the market. If your ready to get started you can signup for a free trial today.
B
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We make accounting easy! Xtera is the world's leading provider of cloud-based accounting software for small business. Our online solution makes it easy to manage all of your financial needs from start to finish. Whether it's invoicing, bank reconciliation, payroll, or expense reporting, Xtera has got your back. We're just the partner you need to become more efficient, grow your revenue, and build your business. In addition to our fantastic software, we offer so much more. In fact, our outstanding customer support, complete online training, and competitive pricing are just some of the reasons why clients choose us. Ready to get started? Sign up for a free trial today!
A
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55%A
23%B
Do you have a positive impression of the company?
(Brand Trust)
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60%A
21%B
Would you click on the offer?(Conversion)
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51%A
25%B
Would you buy from this company? (Purchase Intent)
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Facebook’s management announced revenue would ”meaningfully” slow and it
was ready to make ”aggressive” investments.
5%despite another record-breaking quarter where sales increased by 56%
Those two words reportedly caused Facebook shares to fall by
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For Mark Zuckerberg, this meant a $2.5bn reduction
in his fortune
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BRANDING CONTENT QUALITY
USER EXPERIENC
E
CUSTOMEREXPERIENCE
AGILE / LEAN
We can help with 5 big initiatives
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We can help with 5 big initiatives
BRANDING CONTENT QUALITY
USER EXPERIENCE
CUSTOMEREXPERIENCE
• We operationalize your branding and style guidelines• You ensure compliance without costly training and
delays, helping you “Speak With One Voice”
AGILE / LEAN
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We can help with 5 big initiatives
BRANDING CONTENT QUALITY
USER EXPERIENCE
CUSTOMEREXPERIENCE
• We help execute on common content goals across all touch points
• Improve engagement, conversion, and customer satisfaction
AGILE / LEAN
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We can help with 5 big initiatives
BRANDING CONTENT QUALITY
USER EXPERIENCE
CUSTOMEREXPERIENCE
• We ensure standards are met for every writer.• You can increase quality without increasing
headcount, helping you scale your business.
AGILE / LEAN
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We can help with 5 big initiatives
BRANDING CONTENT QUALITY
USER EXPERIENCE
AGILE / LEANCUSTOMEREXPERIENCE
• We check for clarity, brand, audience, compliance, findability• You can simplify and “humanize” content, creating great user
experiences across all products
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We can help with 5 big initiatives
BRANDING CONTENT QUALITY
USER EXPERIENCE
AGILE / LEANCUSTOMEREXPERIENCE
• We are integrated with Agile approaches and tools • You can embrace Agile and ensure your content strategy is in sync with your development strategy• We accelerate content development and localization
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We can help with 5 big initiatives
BRANDING CONTENT QUALITY
USER EXPERIENCE
AGILE / LEANCUSTOMEREXPERIENCE
All of these at global scaleEN, DE, FR, ZH, JP, SV, (ES, PT)
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“It is not the strongest of the species that survive, nor the most intelligent, but the one
most responsive to change.” Charles Darwin
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Acrolinx Technology Helps the World‘s Greatest Brands Create Amazing Content:
On-Brand, On-Target, At Scale
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In a Broad Range of Verticals
SOFTWARE HEALTHCARE AEROSPACE & DEFENSE ENGINEERING HIGH TECH FINANCIAL
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