To achieve successful CX, we must make content more intentional.

Porter’s book emphasizes the mission of getting the right message to the right customer, on the right device. The starting point is determining why the customer has arrived at your content, and what problems they intend to solve.

So, how do we begin to ensure that each customer gets the correct content at the correct time? The answer is semantic organization. To create order from chaos, we have to take a look at the invisible world of content hidden behind what the customer sees. 

Additional Resources

For a deep-dive on customer journeys check out this article: Are Your Customers Shouting Into The Void? where Alan J. Porter presents the idea of using a holistic, strategic view to deliver valuable customer experiences. 

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