The interest in customer experience presents an opportunity for enterprise content strategists. You can use the customer experience angle to finally get content proposals and issues into the discussion. Ultimately, the challenge is in execution—once you raise awareness of the importance of content synchronization, you are expected to deliver on your promises. You must figure out how to deliver information that fits smoothly into the entire customer experience. At a minimum, that requires combining information from multiple departmental silos.

You need a customer experience that does not reproduce your organization’s internal structure. Customers need relevant, usable, and timely information—they don’t care that the video was developed by tech support and the how-to document by tech pubs. When customers search your web site, they want all relevant results, not just documents from a specific department. Furthermore, they assume you will use consistent terminology and will provide content in their preferred language. To meet these expectations, you need a unified content strategy.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Newsletter

Sign up for Scriptorium's newsletter and stay up to date with the latest content strategy news.

About

Content Strategy 101 offers the latest information on digital transformation, scalability, globalization, and content lifecycles (especially after mergers).

Have content problems? Schedule a meeting with the Scriptorium team.