Creating clear, concise, and consistent content isn’t enough. You also need to understand how your content makes people feel. The goal, of course, is to make your customers feel good. Empathy—defined as “identification with and understanding of another’s situation, feelings, and motives”—is a key success factor in delivering a great customer experience with content.
This Temkin Group video shows the importance of emotion when it comes to an organization’s approach to customer experience. Visit the Customer Experience Matters blog for more information on emotion.
Known affectionately as "The Content Wrangler," Scott Abel is an internationally recognized global content strategist who specializes in helping organizations deliver the right content to the right audience, anywhere, anytime, and on any device. He writes regularly for business and content industry publications, is frequently selected as a featured presenter at content industry events, and served on the faculty of the University of California, Berkeley, School of Information. Scott's message is clear: Content is a business asset worth managing efficiently and effectively. His firm, The Content Wrangler, exists to help content-heavy organizations adopt the tools, technologies, and techniques they need to connect content to customers.