Master Class:

Create conversations to build customer relationships 

Discover how different types of content can be used to create conversations that build strong customer relationships.

In this series of videos, you'll discover how both the content method and topics (coming soon!) matter. You'll also discover how some content delivery methods are naturally more engaging emotionally or better suited for transactions and information presentation.

Discover a different way to look at content based on the goal you have to develop a relationship.

INTROUDCTION & BACKGROUND

Why should we care about customer relationships? Our companies are building just that each day with customers through services, products, marketing, customer experience, and more. And the process can be complicated. This video outlines how thinking about the customer relationship first can help you build a better customer journey and customer experience, ultimately, increasing revenue.

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We love to talk about viral content and growth hacking, as if there are tricks to increase traffic and create a community. Viral content doesn’t happen “by accident” as one may assume. It occurs in strong communities where content and conversations emotionally connect with the readers.

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To me, content analysis is a research method that provides amazing communication insights about a company’s content (topics and delivery method) and how it communicates about itself.

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It’s so important to understand the impact of accountability, expectations, and agreements when we are creating customer experiences to support the customer relationship lifecycle. In fact, whenever you talk about customers in your company, accountability should be front of mind.

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As we all know, a company’s vision defines who the company is, what it does, and where it wants to be in the future. Rather than outline a plan to achieve goals, it outlines the value the company will provide now and in the future to various stakeholders, including customers, the industry, and society. A company’s vision is timeless, rarely changes, and is usually transformative and inspiring. 

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So when it comes to measuring the effectiveness of business relationships, I think there are many measurements that you can use to do this. By correlating those values and insights with revenue, you can learn a bunch about your customers regarding what they really want, the conversations they want to have, and the problems that they believe you solve.

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We value the experience that others have with a company, a product, or a service, and we leverage their experience to determine if a company met expectations or delivered on the claims it made. Essentially, we read reviews to determine if a company is accountable. Now companies know that customers value reviews for this reason and that’s why they value them too. But companies also understand that not all reviews on all sites are equal. And we are going to talk about that in this video today. 

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THE CONTENT QUADRANTS

Relationship building with customers doesn’t just happen. And it doesn’t simply revolve around a sale.

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These experiences are typically found online in websites or apps, but they could be found in a kiosk, or in a print, video, web, or audio ad. Readers or viewers typically enjoy these experiences alone on their own time.

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Self-guided, or automated, conversations are great for people not quite ready to have a conversation with your company even though they are looking for specific information.

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In-person conversations are deliciously messy, and that’s why they are so effective. Conversations naturally allow space for people to express emotions and immediately respond to someone’s thoughts and intentions.

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The best way your company can build customer relationships is by encouraging customers to have shared experiences with employees in your company. In-person experiences are always the best way to build strong friendships and other interpersonal connections.

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Some communication tactics don’t neatly fit into any of these quadrant categories. Some share traits across two or more of them. Hybrid communication methods like these provide the flexibility to achieve multiple communication goals simultaneously and access the best of those multiple worlds easily, including measurements of success.

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CUSTOMER RELATIONSHIP LIFECYCLE & CONTENT QUADRANTS

You may be searching for a solution to your problem. Or you may stumble upon something that you didn’t realize that you always needed, making you feel as if your discovery was meant to be. Either way, discovering a solution to one of your biggest problems is a great feeling.

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For many organizations, this is the key transaction step of any journey—the sale. But these customers have yet to make the decision to purchase. Your job is to figure out what will help them do that.

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If the experience doesn’t meet the customer’s expectations that have been set in the two earlier steps of the relationship journey, the company isn’t being accountable. With reduced accountability comes reduced trust, which leads to lost loyalty, fractured engagement, a misaligned brand, and ultimately, a damaged relationship.

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The post-purchase experience builds a relationship between your customers and your company. As you can see, in this step, there is a need to share information, complete transactions, make decisions, be an influencer or be influenced, develop a relationship, and collaborate to find new solutions.

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