Staying Ahead of the Content Creation Wave
SWIPE! That’s it—your customer has moved on to a competitor in a heartbeat. That’s about how long it takes to lose today’s digitally sophisticated customer if your content isn’t engaging, doesn’t create a personal, relevant experience, or takes too long to load. You have about 7 seconds to make your first impression and begin a journey with a new customer.
Are your digital assets up to these new standards that are sweeping the Internet?
The time is right for the Nordic region to get our digital act together. According to INSEAD (INStitut Européen d’ADministration des affaires – European Institute of Business Administration) in its annual Global Information Technology Report (GITR), Finland, Sweden and Norway consistently rank within the top five of the world’s most “tech-ready” countries, beating out Japan and the United States.
Businesses are struggling with many challenges as they try to adapt their organisations to an Internet that has been pretty much completely transformed by the proliferation of mobile devices, mobile apps, and consumers’ ever-increasing desire for highly personalised experiences. The list of transformations you need to make is growing:
- Deliver seamless experiences across multiple devices in the same household.
- Capture relevant data on customer interaction with the brand’s digital assets.
- Create a cohesive, digital foundation for all channels on all platforms.
- Have consistent, optimised digital assets across all channels and touch points.
- Eliminate offering irrelevant services that are not related to the customer’s immediate needs.
- Consistently evaluate the effectiveness of campaigns.
- Break down internal organisational silos and get everyone in the organisation on the same page.
Most organisations are struggling with the costs of this digital transformation. You can keep your costs under control with some of these best practices:
Map out your customer journey and understand your customers’ needs and experience at every touch point on every channel. Your transformation is not all about the technology. Identify the silos in your organization and document how they might be an obstacle to creating a great customer experience. Get every department together and literally make a map, drawing out every possible way a customer can interact with your organisation. Get every department to see that they are all in the customer experience business and every action should be directed at meeting the customers’ needs.
Make all your digital assets consistent across all channels and touch points. You don’t need unique content on every channel. In fact, your customers want to see consistent messages and content on all their devices at every touch point. Make sure your content is serving the customers’ needs, not just the needs of a particular department’s internal procedures.
Seek integrated analytical tools to understand customer interactions on every channel. While on the surface this may seem the more expensive option, when you add up all the time you spend bringing together the output of different vendors and platforms to merge with your platform, it starts to look more economical very quickly.
Accept that experience is your brand today, and your customers and prospects will judge your brand, not on the basis of what service or product you provide, but by the quality of their online experience.
Use user-generated social media content. Not only is this relatively inexpensive to feed into your digital assets, but it is what customers want. Use image feeds from content curator services, relevant posts from your brand’s social network pages, discussion boards, blogs, and rating and review sites.
Feedback insights gained from the data to improve your service and constantly test to find the sweet spot.
The way the average Nordic consumer engages with companies and products has become increasingly digital, creating a headache for those businesses that are not traditionally customer-focused or have yet to embrace an effective digital transformation. But the longer you wait, the further away from you your customer will be and the harder it will be to win them back.