Content Marketing and customer loyalty

In collaboration with Klaus Lund

Read and receive the answer to how you, with the right tools and the right approach to your customer’s need, can produce better content and at the same time be a co-creator of increased customer satisfaction in your organization.


Often it is in the organizations marketing department that the production and distribution of content takes place but even though lots of content is being produced, we should still scrutinize ourselves and ask the question: Is our content valuable enough for our customers and is it participating in creating customer loyalty? And is the thing that we are branding ourselves on appropriate for the customer’s perception of us – and ultimately our customer satisfaction? The customers do not just see one side of the company – they see and rate the it as a whole. Earlier we have written the blog “Is customer focus part of your 2019 strategy? Here we presented the idea of implementing a strategy on customer focus by inspecting all the touchpoints that the company’s customers interact with. This makes customer focus an integrated part of the organization – which is unlikely to yield bad sales figures. With this approach in mind, the organization starts to identify and optimize those touchpoints that the customer is less satisfied with and that might be the reason why the customer does not purchase at that company again – or did not have a special or memorable experience in the interaction with the company. A touchpoint is also those activities, perhaps in the shape of content, that the marketing department initiate to brand the company. Some organizations believe that they are customer oriented enough in their marketing approach because they have segmented their marketing to fit the segment. However, especially on digital channels, as an organization, we communicate with several types of segments at therefore we are faced with the challenge of adapting content to the different types of persons. Therefore, it can become difficult to satisfy all customers on specifically this touchpoint on the customer journey if we do not know who we are communicating to and which need they have.


Content as a concept is now a few years old but that does absolutely not make it less relevant or actual for our presents on digital media. However, at the same time there has been a paradigm shift within the way that we approach our customers and other stakeholders. It becomes, to a larger extent, a question of adapting the content to the consumer’s reality because they do not longer take push marketing with sales speeches and messages about how awesome we are. Instead we are rewarded for creating content that enlighten, educate and guide the customer. Marketing that your customers appreciate because it creates real value to the customer and does not only encourage them to find their credit cards. The ambition should therefore be that we are present with content that helps the customer in the purchase decision to simultaneously create great customer experiences. At the same time, this helps us in creating a customer that is satisfied and whose needs are met, when they occur at a given time. Thereby your do not waste their time – you optimize it and that they will thank you for.


What do we then gain from that delicious content that you create, you might think? Well, some of the gains are actually user involving and data that you can use to create well executed and value creating marketing – which we would like to emphasize – creates satisfied and loyal customers. The increased focus on customer-oriented marketing is emerging together with the still growing searching for information online before purchasing products and services. The information search happens because we have the technology and information at hand and that influences the way we purchase and make purchase decisions. That the customers are searching for information online as part of their purchase decision process makes almost all markets widely transparent. This pushes the essential part of the decision process from the former Moment of Truth to what is now called Zero Moment of Truth (ZMOT). ZMOT is that moment where you grab your computer, phone, iPad or other accesses to the web, and start searching for knowledge and learning about the product or that service that you consider purchasing or trying. Your organization’s online marketing and knowledge sharing will therefore become an extremely decisive factor for purchase and customer loyalty. Zero Moment of Truth is the new fourth step in the purchase decision model of the future. (Source: Winning the Zero Moment of Truth) CUSTOMER LOYALTY THROUGH DIALOGUE When it is relevant to talk about customer orientation in this context it is because it sets up requirements to the organizations about really understanding what their customers are concerned about and how they can help their customers. Do this instead of conduct marketing where the organization, in classic and inaccurate manor, promote its own abilities. This means that the content one produce has to be so convincing and value creating for the customer that the customer, on that foundation, takes a hold of the company themselves to purchase its products and services. In brief, there is a clear correlation between customer loyalty and the quality we deliver in our communication and marketing. It can be a challenge though, to find exactly that content that a potential or existing customer is asking for. Here, dialogue and insights in the segment are the key words. Dialogue and insights are thing that can be achieved by asking your customers directly about their experiences regarding a purchase or a possible purchase – and preferably without disturbing your customer unnecessarily with long and time-consuming questions. There are multiple types of surveys and methods that can help your organization on its right way when creating dialogue or deeper insight in who you are really communicating to – including the very simply NPS method.


In this blog we have touched on the importance of good content and about shaping the organization’s marketing after the modern consumer’s reality and needs. The needs are accessible information on the right channels and that the customers feel that we can embrace their needs because we are close to the market and the tendencies that keep changing course. The consequences of the behavior of Zero Moment of Truth means that increased demands are set, to how the organization’s products, services, and employees perform when they encounter the customers on digital platforms and through the content they deliver. From now on we will probably see that those organizations that perform really well in customer satisfaction and are optimizing the crucial touchpoints will become even more successful. Those who do not deliver and does not listen to their customers’ needs will perish quickly.


Klaus Lund is the director and owner of the consultancy firm Klaus Lund & Partners. Through 25 years he has counseled and solved assignments for big Danish companies regarding strategy implementation and organizational development. Klaus Lund is furthermore the author of 9 books about customer orientation. Besides working as a consultant, Klaus is an active NPS debater and blogger on Bø Here he shares his experiences and guides as well as provide food for thoughts about customer experience and customer loyalty.

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