Take time to map your customer journey

Whether you’re building a content marketing strategy or trying to improve satisfaction, understanding what your customers are going through will help you make the experience better. By considering each customer’s personal experience, what they’re trying to achieve, and how you can help, you may find areas where you can: Offer …

Tell, show, and do to create brand experts

“Tell, show, do.” While leading employee communications for a large company, I worked on many of its learning and development projects. We described everything we expected of employees to tell them specifically how to meet those expectations. Next, we showed them examples of the expected behavior in action. Lastly, we …

FAQs: Frequently Asked Questions or Fully Anticipated Questions?

Years ago, while working for a software company, I got into a lengthy discussion with a developer and tech support manager about the value of adding information to the company’s tech support FAQs. With the launch of a new, better version of one of our flagship products, the interface had …