As customer expectations continue to increase, customers are constantly inundated with content. The attention span of a goldfish is 9 seconds. And the attention span of the average person today is now less than that of a goldfish—only three to five seconds. So how do you stand out and keep customers engaged?
At Modern CX 2019, customer service and experience expert Shep Hyken and Taj Forer, co-founder and CEO of Fabl, discuss how consumer content experiences like Netflix and Amazon are shaping customer expectations, and what B2B content creators should do to keep up.
Here are 3 ways to keep up with customer expectations through content experience.
Acknowledge universal content optimization
Universal content optimization is experienced daily through providers such as Netflix, Amazon, and Hulu. These have become reference points for engaging with content digitally. While we live in an attention economy, it is also a retention economy. In the sea of content we experience daily, companies are competing to grab the attention of consumers. Once attention has successfully been grabbed, it then becomes about retaining that attention.
Create a relationship with the audience
The audience can be an existing customer audience that you seek to retain or a prospective customer audience. Regardless of the audience type, it is all about delighting them, surprising them, and entertaining them to lead to retention and conversions. The stronger the relationship that is developed, the more engaged the customer will be.
Create great experiences through great story-telling
Create a relatable approach to your content by using story-telling and humanizing the content in your case studies. Focusing on this relatable approach to content marketing will organically increase engagement. Tell genuine stories and create great experiences around those stories.
To see more interviews and customer experience takeaways from ModernCX 2019, visit smartercx.com/moderncx.
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