- Being welcomed as they enter your business (Think, “Good afternoon, welcome to Burger Bonanza where we make big beautiful burgers, my name is Nancy Natterbox, what can I get for you today?).
- Listening to customer service or sales reps go through their spiel.
- Listening to, and interacting with, voice messages or recordings.
- Filling out application or membership forms. And sometimes more forms. And more forms.
- Reading follow-up e-mails.
- Reading your service contract.
- Reading your privacy and policy statements, guarantees, and disclaimers.
- Reading reminder notices.
- Reviewing invoices and statements.
- Reading print newsletters, brochures, or articles.
- Completing surveys.
Employee/Content Touch-Points that Impact Customer Experience
Your customer’s experience is also directly impacted by how your employees interact with the content that you provide to them. Here are some ways in which your employees interact with content that can make a massive difference to the customer experience:
- Reading from scripts.
- Going through checklists.
- Filling out print or online forms.
- Getting face-to-face training, or reading training materials.
- Searching for information on the intranet.
- Referring to policies or procedures.
If you’re like most businesses, you’ve just identified a huge opportunity to strengthen your customer experience strategy simply by improving your content. Some tools that are particularly helpful to get you started are journey mapping and content assessments. More about those later!