Learn the most effective ways to create customer-facing content using digital tools for customer service operations. Discover how to know your audience, define your goals, choose your tone, and more.

We have been following the standard formula of identifying customers through 1. Demographics : Age, Gender, Geo, HHI 2. Psychographics : Attitude, Interests and Opinions Where as we need to understand that if a user is not looking forward to purchase he will not see an ad on a billboard, but if s(he) is in the purchase cycle they will be able to see an ad on an auto rickshaw also. Hence instead of marketing consumers based on affinity, we should target state of mind, HOW? Introducing "SPIC" Model 1. Suspect : Mothers in general consuming Entertainment, Beauty etc 2. Prospect : People looking forward to baby products 3. Intent : People looking for your product like diaper 4. Content : Your Current customers who can be re-marketed

Now that you understood that consumer are in different position in the SPIC funnel ie 1. Suspect : Consumers as per Demo and Psychographics 2. Prospect : People looking forward to your category products ex : Baby Products 3. Intent : People looking for your product Ex: diaper 4. Content : Your Current customers who can be re-marketed Now you need to create content as per the need 1. Suspect Content : Emotion and Awareness Based content to drive TOMA, and Brand Love 2. Prospect Content : Education Based to drive understanding for your Brand RTBs 3. Intent Content : Reviews, Ratings, and offer enabled content 4. Content Consumer : We need to create a usage content and a community here to drive better loyalty

What are the most effective ways to create customer-facing content using digital tools?

Customer-facing content is any material that you create and share with your customers to communicate your value proposition, educate them about your products or services, or solve their problems. In the digital age, customer-facing content can take many forms, such as blog posts, videos, podcasts, infographics, ebooks, webinars, newsletters, social media posts, and more. However, creating effective customer-facing content using digital tools requires more than just writing or recording. You also need to consider your audience, your goals, your tone, your format, your design, and your distribution channels. In this article, we will explore some of the most effective ways to create customer-facing content using digital tools for customer service operations.

1 Know your audience

Before you start creating any customer-facing content, you need to know who you are creating it for. Who are your ideal customers? What are their needs, pain points, preferences, and expectations? How do they consume content online? What kind of language, tone, and style do they respond to? You can use various digital tools to research your audience, such as surveys, analytics, feedback forms, social media listening, customer personas, and segmentation. Knowing your audience will help you tailor your content to their interests, challenges, and goals, and make it more relevant, engaging, and persuasive.

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Shradha Agarwal

Single Mission: Driving Hunger, Passion & Ownership at Grapes as the Co-Founder & CEO | IMPACT 50 Most Influential Women 2023, 2022 | BW 40 Under 40 2022, 2024| Visiting Professor at Ashoka University
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We have been following the standard formula of identifying customers through 1. Demographics : Age, Gender, Geo, HHI 2. Psychographics : Attitude, Interests and Opinions Where as we need to understand that if a user is not looking forward to purchase he will not see an ad on a billboard, but if s(he) is in the purchase cycle they will be able to see an ad on an auto rickshaw also. Hence instead of marketing consumers based on affinity, we should target state of mind, HOW? Introducing "SPIC" Model 1. Suspect : Mothers in general consuming Entertainment, Beauty etc 2. Prospect : People looking forward to baby products 3. Intent : People looking for your product like diaper 4. Content : Your Current customers who can be re-marketed

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Understand Your Audience: Develop a deep understanding of your target audience, including their preferences, needs, and pain points. Use tools like analytics, surveys, and customer feedback to gather insights. Create Buyer Personas: Develop buyer personas to represent different segments of your audience. Tailor your content to address the specific needs and interests of each persona. Content Calendar: Establish a content calendar to plan and organize your content creation efforts. Consistent and well-timed content helps maintain audience engagement. Use Content Management Systems (CMS): Utilize Content Management Systems to organize and publish your content seamlessly. CMS platforms like WordPress, Drupal, or others provide efficient

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2 Define your goals

Another important step in creating customer-facing content is to define what you want to achieve with it. What is the purpose of your content? What action do you want your customers to take after consuming it? How will you measure the success of your content? You can use the SMART framework to set specific, measurable, achievable, relevant, and time-bound goals for your content. For example, you might want to increase brand awareness, generate leads, educate customers, build trust, or drive conversions. You can also use digital tools such as Google Analytics, HubSpot, or Mailchimp to track and analyze your content performance and optimize it accordingly.

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Shradha Agarwal

Single Mission: Driving Hunger, Passion & Ownership at Grapes as the Co-Founder & CEO | IMPACT 50 Most Influential Women 2023, 2022 | BW 40 Under 40 2022, 2024| Visiting Professor at Ashoka University
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Now that you understood that consumer are in different position in the SPIC funnel ie 1. Suspect : Consumers as per Demo and Psychographics 2. Prospect : People looking forward to your category products ex : Baby Products 3. Intent : People looking for your product Ex: diaper 4. Content : Your Current customers who can be re-marketed Now you need to create content as per the need 1. Suspect Content : Emotion and Awareness Based content to drive TOMA, and Brand Love 2. Prospect Content : Education Based to drive understanding for your Brand RTBs 3. Intent Content : Reviews, Ratings, and offer enabled content 4. Content Consumer : We need to create a usage content and a community here to drive better loyalty

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Leverage Social Media Platforms: Share your customer-facing content on popular social media platforms. Use tools like Hootsuite or Buffer for scheduling and managing social media posts. Interactive Content Tools: Create interactive content using tools like quizzes, polls, or surveys. Platforms like Typeform, SurveyMonkey, or interactive social media features can enhance engagement. Visual Content Tools: Incorporate visual elements into your content using tools like Canva, Adobe Spark, or Piktochart. Visual content, such as infographics or videos, tends to capture attention more effectively. SEO Tools: Optimize your content for search engines using SEO tools like SEMrush, Moz, or Google Analytics. Ensure that your content is discoverable

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3 Choose your tone

The tone of your customer-facing content is how you express your personality, attitude, and emotions through your words. It can influence how your customers perceive you and your brand, and how they feel about your products or services. You want to choose a tone that matches your brand voice, your audience, and your goals. For example, you might use a friendly, casual, and humorous tone if you want to create a rapport with your customers and make them feel comfortable and entertained. Or you might use a professional, formal, and authoritative tone if you want to establish credibility and expertise and provide factual information. You can use digital tools such as Grammarly, Hemingway, or ProWritingAid to check and improve your tone, readability, and clarity.

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Email Marketing Platforms: Utilize email marketing platforms such as Mailchimp, Constant Contact, or HubSpot. Send targeted and personalized content directly to your audience's inbox. Webinars and Online Events: Host webinars or online events using platforms like Zoom or GoToWebinar. These tools allow you to engage with your audience in real-time and provide valuable insights. Podcasting Platforms: Start a podcast to share industry insights or interview experts. Platforms like Anchor, Podbean, or Buzzsprout can help you launch and distribute your podcast. Live Streaming Tools: Use live streaming tools on platforms like Facebook, Instagram, or YouTube. Live sessions create a sense of immediacy and allow for real-time interaction.

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4 Pick your format

The format of your customer-facing content is how you present your information, such as text, audio, video, image, or interactive. The format can affect how your customers access, consume, and remember your content. You want to pick a format that suits your message, your audience, and your goals. For example, you might use a blog post if you want to provide detailed and informative content that can be easily found and shared online. Or you might use a video if you want to showcase your product features, demonstrate how to use it, or tell a story that can capture attention and emotion. You can use digital tools such as WordPress, YouTube, Canva, or Lumen5 to create and edit different formats of content.

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Customer Feedback Tools: Collect and showcase customer feedback using tools like Trustpilot, G2, or Yelp. Positive reviews and testimonials enhance credibility and trust. Analytics and Monitoring Tools: Employ analytics tools to measure the performance of your content. Google Analytics, Hotjar, or social media analytics help you understand what resonates with your audience. Collaboration Platforms: Collaborate with your team efficiently using collaboration tools like Slack, Microsoft Teams, or Asana. Streamline the content creation process and ensure everyone is on the same page. Content Personalization Tools: Implement content personalization using tools like Optimizely or Dynamic Yield.

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5 Design your content

The design of your customer-facing content is how you make it visually appealing, easy to read, and consistent with your brand identity. The design can affect how your customers perceive your content quality, professionalism, and value. You want to design your content that enhances your message, your audience, and your goals. For example, you might use colors, fonts, images, icons, or logos that reflect your brand personality and identity. Or you might use headings, bullet points, lists, charts, or graphs that organize your content and highlight the key points. You can use digital tools such as Adobe Photoshop, Illustrator, or InDesign, or online platforms such as Fiverr, Upwork, or 99designs to design your content.

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Syed Umar

CSM@Netomi | PlotX | MoonfrogLabs | Unacademy | Rapido
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Tailor content based on user behavior and preferences for a more personalized experience. Chatbots and AI Assistants: Integrate chatbots or AI assistants to provide instant assistance on your website. Tools like Intercom or Drift enhance customer engagement and support. Customer Community Platforms: Establish customer communities using platforms like Discourse, Lithium, or Salesforce Community Cloud. Foster a sense of belonging and encourage user-generated content.

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6 Distribute your content

The distribution of your customer-facing content is how you deliver it to your customers through various channels, such as email, social media, website, blog, podcast, or webinar. The distribution can affect how your customers discover, access, and engage with your content. You want to distribute your content that reaches your target audience, your desired outcome, and your goals. For example, you might use email to send personalized and relevant content to your existing customers and nurture them along the customer journey. Or you might use social media to share entertaining and engaging content to your potential customers and attract them to your brand. You can use digital tools such as Mailchimp, Hootsuite, Buffer, or WordPress to distribute your content and manage your channels.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Divya Prakash - Creative Director

Innovative Creative Film Producer & Director | Transforming Ideas into Captivating Visual Narratives I Film I Graphics i Animation I UX I EX- Acer I Black & Decker I Karbonn I Gionee I Sansui I Sens I Nakamichi
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Empathetic Storytelling: Interactive Content Personalisation User-Generated Content Educational Resources Social Media Engagement Inclusive Representation Surprise and Delight Consistent Omnichannel Adaptability

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What are the most effective ways to create customer-facing content using digital tools?

1

2

3

4

5

6

7

1 Know your audience

2 Define your goals

3 Choose your tone

4 Pick your format

5 Design your content

6 Distribute your content

7 Here’s what else to consider

Customer Service Operations

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What are the most effective ways to create customer-facing content using digital tools?

1

2

3

4

5

6

7

1 Know your audience

2 Define your goals

3 Choose your tone

4 Pick your format

5 Design your content

6 Distribute your content

7 Here’s what else to consider

Customer Service Operations

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