Samantha Reid Aviña | Gallery Design Studio Editor + Copywriter
With events and plans being put on indefinite hold, many of us have some extra time unexpectedly available. Use this time to build processes designed to increase efficiency and map out a better digital customer experience (CX) for your prospects and clients. These actions can position your organization for short- and long-term success during this time and after.
Start with asking yourself some useful questions:
When you take the time to map out flexible yet specific guidelines, you give your team a framework to perform consistently, and as we say here at Gallery Design Studio: “Quality is consistency”. Establishing a process framework for your team results in better employee experiences, which in turn leads to better customer experiences.
Ideas of processes you can develop or optimize
1. ANALYZE YOUR DIGITAL CUSTOMER EXPERIENCE
One process you can bring to your marketing toolkit is customer journey mapping. Journey mapping is a framework that enables you to visualize your customer’s pain points by empathizing with them.
Use journey mapping to analyze each touchpoint your customer might go through: from visiting your company’s website during the research stage to purchasing and onboarding your product or service. This process helps you address vital questions such as: which interactions provoked negative customer experience or worse, customer churn? And at what stage of the buyer’s journey?
Evaluate your organization's digital customer experience as a whole and compare it to where you'd like it to be. What aspects or features are you missing?
Download our journey mapping template here.
2. OPTIMIZE THE CAMPAIGN CREATION PROCESS
Your content marketing should reflect the analysis of your customer’s journey. Remember you want to provide information that is of value to your customer—which in turn also helps move forward your marketing initiatives.
3. MAP & PLAN YOUR FUNNELS
Forget spreadsheets or just winging it. Map your marketing funnels visually to ensure maximum clarity. Visual funnels keep all team members and stakeholders on the same page – Clarity of communication processes maximizes ROI and productivity.
4. OPTIMIZE TEAM COMMUNICATIONS
Gallery Design Studio Employee Playbook
Build processes and guidelines for your team that enable each member to understand their role and current situation. That starts with being able to easily access project guidelines and checklists in one centralized place.
Clear, focused processes bring peace of mind to your team. Happy teams with strong tools create awesome client experiences. Those experiences, in turn, increase retention and improve your organization. Try making processes and guides visual, to increase your team’s engagement and minimize errors.
To remain consistent, genuine, and necessary in an unprecedented time, focus on aligning your content strategies and processes with your company mission and customer’s present needs.
We help B2B marketing teams, in software, financial services, and healthcare, with their ongoing communication design needs. Conveying complex information clearly, concisely and in a visually engaging way.
ABOUT THE WRITER
Samantha is a copywriter at Gallery Design Studio. Samantha is passionate about using precise and evocative messaging to connect with clients. She has written for journals, online publications, and blogs.