Uncovering the customer experience

 

Uncovering the customer experience

The second of the Five Cs is customer experience covered in Book. You need to learn what your prospects will think, feel, and do when interacting with your brand. The question for your marketing team to ask is, “Who are our prospects and how will we serve them as customers?”

You must define your audience and analyze the customer experience. You do this with the following:

Ø » Collect and analyze customer data. Before you define your audience, you need to evaluate the kind of data you will use at the benefits and challenges you may face when dealing with big data to analyze your audience.

Ø » Create personas. You define the characteristics of your perfect audience by investigating several different types of information.

Ø » Develop the buyer journey. You want to understand the journey your prospect takes from being interested in your product to sell on it in the buyer’s mindset and gives you a model to help you document your customer’s touchpoints.

Ø » Assist with sales enablement. Your sales team is facing an empowered customer. Find out how your content can assist in making the job easier and more powerful. You can also determine where your company falls on the content maturity scale.