India offers enormous travel destinations, perhaps unmatched in the world. & yet do you know why mission Incredible India is not yielding the expected success? Why our Tourism is struggling?
What we needed was Swachha Bharat Abhiyaan before we launch Incredible India mission. Unless we better our customer experience (CX), content marketing efforts would fail or rather boomerang.
Why so much focus on ease of doing business for economic growth? Economic potential will attract the investors, but the hardship of doing business will turn them off. Ease is about a better experience.
This is true for any marketing initiatives, but especially true for content marketing because everything is happening online on social media. Good or bad going viral is easy.
Content is shared online, customer reviews are shared online and people consuming both are online. Content marketing will create awareness about the brand, how much a company wants to solve customer problems by going an extra mile, and customer reviews will state the ground reality after marketing stops and consumption begins.
Gaps between customer reviews and content produced indicate capability and intent. When Amitabh Bachchan invites us to Gujarat by showing the cultural heritage of Gujarat, Gujarat tourism must be ready with commensurate infrastructure, cleanliness, help desks, and law and order capability.
Big brand ambassadors and better content will invite more customers to the brand. When they get an experience not commensurate with what the brand ambassador or the content promise, more people will write reviews, mostly bad reviews.
Even after doing whatever you can to offer the ideal customer experience, sometimes something can go wrong and a customer is frustrated. Here come the company culture and staff training to handle the situation.
One bad review can spoil the game. At the same time, a vigilant company can turn the bad review into good by offering considered and humane response. It is all about how vigilant you are about what others are saying about your brand. It is also about how coolly and genuinely you handle negative comment.
Like mission and vision statements, customer-centric companies are now developing the customer experience statement. This helps the entire organization to know what the company expects from the employees. Customers would know what to expect from the company when they deal with them. Here is an example of a CX statement by Maersk Line:
CX is vital not only for content marketing companies but for every company. Michael Hyatt in his book Platform, get noticed in a noisy world which is about social media, devoted the first seven chapters to the CX – Start with Wow.
Competencies required for success in the new world has changed.
1) Better customer experience offering mindset
2) Better customer experience creating capabilities
3) The mindset to help before the sale
4) Content creation and storytelling capabilities
5) Timely social media response capabilities
Creating these capabilities will rejuvenate the organization. Companies equipped with these competencies are reaping the benefits. For the rest, catching up is mandatory in order to survive and flourish.
Don’t just jump start content marketing initiative, jump-start the customer experience lead the rejuvenation of the company.
“The reason we struggle with content marketing is because we haven’t started with ‘Why?’ Customers don’t care about your vanity metrics. Ask them, ‘How can I help?” Kristina Halvorson, CEO and Founder, Brain Traffic