Many organizations are still failing to connect the dots between content and an elevated buyer experience. To help you avoid making the same mistakes, this article outlines three customer experience breakdowns that happen all the time, and how to avoid making them by taking note of bad examples as well.
Buyers only hear from you when you want something
All too often, the only time customers hear from a salesperson is when they clearly have an agenda
- Give your buyers credit, and be a resource to them always, not just when there’s something for you to gain from it
Editors’ Picks
Your Franchise Depends on Strong Unit Economics, and 5 Ways to Strengthen Them
- Why Espresso Could Be Your Shortcut to Productivity (It Works for Elon Musk)
- Lessons I Learned After Everything Went Wrong in My Business
- The Future of Startups Lives Outside of Silicon Valley: Here’s Why
Their requests are ignored
If a customer or prospect makes a request of any kind, do your best to accommodate them. If you can’t, acknowledge their request, let them know you’ve tried to fulfill it.
- Use a content experience platform so you can organize, tag and access your content easily and quickly whenever a specific content request is made.
There’s friction with your content experience
Trouble accessing the content you share
- Sending a great piece of content at the wrong time
- Unclear next steps
- The takeaway: Create a content destination that seamlessly moves your recipient through the pieces you’ve curated for them
- Learn as much as you can about your buyer’s own timetable and purchasing cycle before sending them content
