Customer Content Analysis
A way of identifying how well your content is meeting customer needs across the entire journey — and whether there are gaps or areas the brand isn’t owning effectively, such as search.
Customer needs first, content second
Taking an existing customer journey structure — or creating a new one if it doesn’t exist — we identify the customer needs and themes within it, then assess how well existing content meets those needs across channels, and whether there are gaps in any phase.
This includes digital platforms and customer contact points where content is signposted.
Challenge. A well-known high street bank was suffering low engagement with its communications post-conversion, and subsequently low uptake of additional services.
Approach. By mapping customer needs and overlaying the existing content, gaps were identified in key areas of reassurance, trust and feature-usage testimonials.