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

Customer experience (and the content and/or tools that help 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 author of The Content Advantage and founder of Content Science, a content intelligence and strategy firm that has advised or trained hundreds of the world’s leading organizations since 2010. She also is the former head of content at MailChimp, the marketing platform recognized by Inc. as 2017 Company of the Year. A passionate entrepreneur, Colleen has led Content Science to develop the  content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy.

Colleen has earned recognition as an instructor on LinkedIn Learning, one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication’s Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations.

Follow Colleen on Twitter at @leenjones or on LinkedIn.

This article is about



We invite you to share your perspective in a constructive way. To comment, please sign in or register. Our moderating team will review all comments and may edit them for clarity. Our team also may delete comments that are off-topic or disrespectful. All postings become the property of
Content Science Review.

Partner Whitepapers

The 3 Elements of Content Intelligence

Make better content decisions with a system of data + insight.

Digital Transformation for Marketing

Your content approach makes or breaks your digital transformation. Learn why intelligent content strategy + engineering are critical to your success.

Content Strategy for Products + Services

Your content is integral to your product. You might have piloted content strategy and seen promising results. Now what? It’s time to get more strategic so you can sustain and scale. This whitepaper will help you start.

Help with Content Analytics + ROI

Does your content work? It's a simple question, but getting a clear answer from content analytics or ROI formulas is often anything but easy. This ebook by Colleen Jones will help you overcome the challenges.