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How Great Customer Experience Will Make Your Business More Successful
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.
Example of a Customer Journey in the Investment Sector
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…
Source: Erin Provey
JEFF ROHRS CHANNELS SLIDE EXAMPLE
Customer Experience is almost exclusivelyfueled by one thing...
CONTENT
Content doesn’t just happen…
There are three areas where you need to focus:
A typical message to content teams…
1. Strategy2. Distribution3. Measurement
Really?
What about content creation?
“More than 50% of marketing spend is on content creation.
Very few companies have a plan for that spend.”
Source: Erin ProveySirius Decisions
GOALS
GUIDANCE
GOVERNANCE
GOALS
Set your goals for Terminology, Style and Tone of Voice
Validate your goals by learning from checked content and adjusting accordingly
GUIDANCE
Acrolinx is the only software that can actually “read” your content and help you make it better
GOVERNANCE
A scorecard gives an overview of all the issues found
Generate a baseline for your content, or get an overview of a complete set of assets
Deep metrics help you track content quality trends, utilization, and performance.
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
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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B
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
55%A
23%B
Do you have a positive impression of the company?
(Brand Trust)
60%A
21%B
Would you click on the offer?(Conversion)
51%A
25%B
Would you buy from this company? (Purchase Intent)
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
For Mark Zuckerberg, this meant a $2.5bn reduction
in his fortune
BRANDING CONTENT QUALITY
USER EXPERIENC
E
CUSTOMEREXPERIENCE
AGILE / LEAN
We can help with 5 big initiatives
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
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
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
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
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
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)
“It is not the strongest of the species that survive, nor the most intelligent, but the one
most responsive to change.” Charles Darwin
Acrolinx Technology Helps the World‘s Greatest Brands Create Amazing Content:
On-Brand, On-Target, At Scale
In a Broad Range of Verticals
SOFTWARE HEALTHCARE AEROSPACE & DEFENSE ENGINEERING HIGH TECH FINANCIAL