Customer Experience in a Culture of Assumption
The rise of the content-centric culture
has made it a necessity for organizations to put the consumer’s needs first. Enterprises that succeed in delivering exceptional, personalized digital experiences rise from the pack. They consistently deliver personalized content that addresses each user’s unique inquiries or needs in the channel that suits them best. However, this cultural shift also makes it more evident when other experiences fall short of that mark.
Most of us can commiserate over this shared experience: We’re on a call with a customer service team of our credit card company or insurer, and we’re forced to provide the same information over and over again as we are transferred from department to department. We all know of companies with incredibly integrated pre-sales content and a starkly disconnected post-sales support experience.
This is a result of siloed organizations operating under the “culture of assumption.” It’s no coincidence that these breakdowns more frequently happen in enterprises. Large organizations with large content pools have more silos to align and more teams operating under their own individual perspectives, priorities, and hypotheses. The more complex the organization, the more complex it is to maintain one unified, customer-centric experience.
Here are a few key questions to consider when evaluating whether an organization is customer-centric or operating under a “culture of assumption”:
This webinar will highlight a few examples of the impact of a “culture of assumption”
How easy is it for customers to interact with your company/brand?
Do customers have to know the way you work to achieve what they want, or do you make it easier with a guided customer experience?
Do you assume that just because you know how to do something, that your customers (or even other employees) will?
and provide some practical tips on how to switch from a company-focused mindset to a customer-focused mindset.
This webinar will take place on February 6, 2019 from 12:00 – 1:00 pm CST.
STC Chicago Chapter Members – FREE
STC Members – $5.00
Non-Members – $10.00
More About STC-Chicago
The Society for Technical Communication
is the world’s largest and oldest professional association dedicated to the advancement of the field of technical communication. The Society’s members span the field of the technical communication profession from students and academics to practitioners and managers. Our members represent every industry segment and many countries around the globe.
In a rapidly changing field, STC support the development and dissemination of technical communication knowledge and skill. The Society’s award-winning publications, Intercom
and Technical Communication
, are widely read by practitioners and academics in the field, and the STC annual conference is one of the most-attended technical communication events of the year. The STC also offers the Certified Professional Technical Communicator program that validates knowledge, competency and currency in the field through professional certification.
More About Alan Porter
is an industry-leading content strategist driven to educate, inform, and entertain through content. He is a regular conference speaker, workshop leader, and writer on content marketing, content strategy, customer experience, brand management, and content and localization strategy. Alan was named one of the Top 25 Content Strategy Influencers and a Digital Strategy Thought Leader in 2016 and 2017. More of his work can be found at “The Content Pool