image of best in customer service awardThink content is only as valuable as the number of new sales it generates? Think again! While generating new sales always will be important, these customer experience statistics suggest your organization can get even greater value from content when it improves your service to customers you already have.

Let’s take a look:

The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%. Marketing Metrics (PDF)

Why spend all of your marketing or content budget on potential new customers when you have a better chance of reaching existing customers? Use what you know about your existing customers to help them get more value out of your products and services. As a simple example, every time I buy an item from Crate and Barrel, I receive an email explaining how to care for it. You might not be selling fancy blenders or funky pillows, but I bet you can offer some kind of useful advice to your customers. And, of course, use what you know to suggest other products or services customers might need or like.

45% of companies offering web or mobile self-service reported an increase in site traffic and reduced phone inquiriesCRM Magazine

When your customers find the answers to their questions in your content, they’re satisfied quickly, and you save costs. You also minimize the risk of your customers going to the competition or spreading the word about a bad experience with you. And a boost in search engine optimization doesn’t hurt, either.

83% of consumers require some degree of customer support while making an online purchase. eConsultancy

That’s a huge opportunity for the content about your products and services and related customer service policies. And it’s also great incentive to carefully plan the microcopy in your checkout or buying process (you know, the words that label form fields or that provide instructions or that appear on buttons or that answer frequent questions). Making the sale isn’t simply about a slick message or tag line. It’s about supporting the full sale experience.

81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition. Peppers & Rogers Group (PDF)

Customer experience (and the content that helps you execute it) differentiates your organization.

A 10% increase in customer retention levels result in a 30% increase in the value of the company. Bain & Co

Keeping your customers is as valuable, if not more valuable, than finding new ones.

Interesting statistics, right? When content can help you keep customers you already have, sell more of the right products or services to those customers, and save you costs in supporting those customers, why would you not invest in making that content work? Why do so many companies neglect this content?

To help you make the case for the impact content has on your customers’ entire experience, we designed ContentWRX to evaluate the content that’s important at every step—before, during, and after the sale. Curious? Learn more about how ContentWRX works.

Whether you use ContentWRX or not, consider whether your investment in content reflects the right priorities. Are you simply trying to win new customers and make that first sale? Or are you supporting a great customer experience at every step?

The Author

Colleen Jones is the founder and CEO of Content Science, a growing content intelligence and strategy company based in Atlanta GA. Content Science owns Content Science Review, Content Science Academy, and the content effectiveness software ContentWRX.  Colleen regularly consults with executives and practitioners to improve their strategy and processes for content. She shares insights and guidance from her experience regularly on Content Science Review, at events around the world, and in highly rated books such as Clout: The Art and Science of Influential Web Content.

Follow Colleen on Twitter at @leenjones or on LinkedIn.

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