Why the Customer Experience Starts with Internal Alignment

3 minute read

Team Kapost

As a marketer, you know that putting out valuable, relevant, and consistent content is essential to attracting and retaining customers. But content doesn’t just refer to top-of-funnel assets like social posts and landing pages. Content is everything the customer comes into contact with at every step of the customer journey. Blog posts? White papers? User guides? Yes, yes, and yes.

When different teams have different needs at different times, content gets created on an ad-hoc basis at different stages of the marketing cycle—often under tight deadlines with no regard for the overall business strategy. The result? Content chaos.

Things are moving fast and, with all the technologies, platforms, and channels being used, departments are more siloed than ever. When you’re under deadline to produce a piece of content, who has time to check in with other teams to see what they’re doing or what they’ve learned? Needless to say, creating content under these circumstances creates a disjointed experience for the customer.

But consistency is more than just a nice-to-have. It’s a huge factor in customer satisfaction. According to a study by McKinsey, “Measuring satisfaction on customer journeys is 30 percent more predictive of overall customer satisfaction than measuring happiness for each individual interaction.” The name of their article says it all: “The Three Cs of Customer Satisfaction: Consistency, Consistency, Consistency.”

To build a consistent customer experience, every piece of content must circle back to a single, unified message, regardless of channel or sales stage. Which means teams have to work together to make sure they’re all speaking with one voice as part of a bigger content strategy.

Commvault is a notable example. When the data protection and data management company undertook a company-wide rebrand, content was living everywhere with no clear strategy around creation or distribution. The team desperately needed a single source of truth for full-funnel content, as well as alignment of strategy across teams.

Knowing a spreadsheet wasn’t going to cut it, they used Kapost to operationalize the rebrand of every asset, aligning both old and new content to updated brand standards. They created workflows with a system of checks and balances to ensure all content is approved—from legal to customer case studies. And now, everyone across the company, from sales to leadership, has access to the most relevant, up-to-date content.

Commvault no longer worries about things slipping through the cracks or changes throwing them off kilter. The Commvault marketing team is prepped for whatever gets thrown their way—whether it’s a change in branding or shifts in strategy—taking changes and pivots in the company with ease. They brought alignment across their content operation, resulting in a 30% increase in web traffic, a 20% increase in deal size, and a 15% increase in win rate.

Unfortunately, many organizations face chaos. Every day feels like a fire drill as communication breaks down between internal teams and important steps are forgotten or poorly executed.

It’s time to integrate strategies, tools, and technologies into a single, holistic view of how customers interact with your brand—starting with alignment across internal teams to deliver a consistent, marketing-driven customer experience.

For more information, read “The Simplified Guide to B2B Content Strategy“.

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