Content and the Customer Experience€¦ · How do you measure the effect of your content in the customer experience? 27 Tell us a little about the team and decision making process

Panel Discussion: Enabling a Consistent Customer

Experience Across the Lifecycle

Mike Provenzano, Acrolinx

Jerele D. Neeld, Dell EMC

Stuart Townsend, HSBC

Gunnar Angerbjörn, Volvo Trucks

Ben Frueh, Philips Healthcare

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Content and the Customer Experience

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Our Panelists

Jerele D. NeeldDell EMC

Stuart TownsendHSBC

Gunnar AnjerbjörnVolvo Trucks

Ben FruehPhilips

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Today’s Topic

1.Let’s define customer experience

2.The additive nature of consistent quality content plays in customer experience

• Your employees

• Your customers

3. Expert panelists: Effective consistent quality practices

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What is Customer Experience?

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Volunteers?

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Definitions

1) ACADEMIC: “A term used to Describe the relationship a customer has with a business. It is the sum total of all interactions that a customer has with a business throughout the relationship.”

2) SIMPLE: “How customers perceive their interactions with your company.”

3) BETTER: “the customer’s perceptions and related feelings caused by the one-off and cumulative impact of interactions with a supplier’s employees, systems, channels or products.”

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The customer experience

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How does a consistent personalized brand influence CX?

A case study of Giving Tree Corp.

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An apple tree

A willow

A mighty oak tree

A pine

A sequoia

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I am a giving tree!

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The importance of consistent quality content in creating an positive customer experience

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Onboarding

Talent

Brand

On-going training

Development Reinforcement

Recognition

Cross functional approach

Tooling that enables consistent quality

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Customers at the core of your content creation and delivery

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Your customer

Your value

Your brand

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Let’s go to the experts

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What type(s) of content are your teams responsible for publishing?

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Describe the pillars of your brand.

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How does industry play into your approach to effective content production and delivery?

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How do you measure the effect of your content in the customer experience?

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Tell us a little about the team and decision making process about what is considered consistent quality content.

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Got data?

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Brand idol?

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Describe the pillars of your brand.

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Thank you!

Questions for the panelists?

Thank You!