Set the mood for an unforgettable customer experience with content

Customer experience: setting the mood with unforgettable content

Have you had an unforgettable customer experience — one that stands out in your memory for all the right reasons? I still remember a call I made to Virgin Airways for two reasons: the hold music was Stevie Wonder’s Superstitious (what’s not to like?) and it was also great quality, unlike most hold music which sounds like it’s being played through a toilet.
In business, it’s not just what you say that matters — the quality and tone of your content can have a massive impact on the way your customer feels about you. Compare a datasheet that’s presented as a dense list of numbers, against one that’s well laid out and easy to understand. The first can leave you feeling none the wiser, while the other can be an absolute pleasure to read.
So how can you give your content this treatment and ensure it gets customers talking?

1: Critically assess the tone
Even if you have brand guidelines, there are things you can do to make your content engaging, lively and an all-round joy to read. Read it to yourself and see if you get bored; if you do, chances are your customer will too.

2: Make sure it’s clean
It might sound obvious, but weeding out spelling errors and grammar mistakes is essential — nothing looks worse than a rogue apostrophe or a typo in the title. It’s essential to do a spell-check, but you could also use a proofreader or engage an agency to create sparkling, word-perfect content.

3: Think about the user experience
The user experience (UX) is something we tend to talk about in the context of web design but it’s equally relevant for content. What information does your audience want to see up front, and where will their eye be drawn to first? Do the two things match? Does your video include lots of text? If they’re watching it on a smartphone, it’ll be too small to read. Putting yourself in the reader’s shoes can really make good content great.

Over to you
What do you do to give your customers an experience to remember? What’s the best treatment you’ve received? Share your thoughts with us in the comments box below, or via Twitter or LinkedIn.

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