The Importance of Content in the Customer Experience

Colleen Jones at UX Magazine published a poignant article today entitled, Using Content to Grow Customer Relationships. She speaks about the value of enhancing communication, sometimes in lieu of features, to nuture customer relationships. In so doing, companies can create richer experiences by improving the business-human connection. She advocates for focusing on messaging not only for customer acquisition, but very importantly for retention and loyalty.

Jones writes:

“Because your site’s content mediates customer relationships, it offers an opportunity to deepen those relationship,”

and

“… content that supports customer relationships is not merely documentation or filler or marketing blast or user interface. It is an extension of a company’s best people. Viewing content in this way implies that content should, among other things

  • sound human, not machine-like
  • be helpful
  • have an appropriate tone
  • reflect social norms such as politeness
  • represent the company’s personality and values”

The article gives various examples of delighting users through content to enrich the customer’s experience. Finally, Jones encourages us to “… view content less as a means of transacting relationships and more as an opportunity to make them flourish.”

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