Helping leaders in college reboot

We’re announcing a free intensive today, especially for people who are finding their college journey disrupted right now.

If you know someone in that situation, I hope you’ll forward this on to them.

We’re looking for some students ready to leap forward. To shift from education to learning, from following to leading, from holding back to leaning in.

The months and years after school are often fragile. The pressure is on, trajectories are being set, and most of us were probably without a clue. Doing that in the middle of this disruption has to be significantly harder, and we’re trying to help.

The typical reader of this blog skews older than that, but you might know precisely the right people for this program.

It’s a five-day sprint, a virtual program with daily zoom calls, an insane amount of group work and a shift toward a posture of possibility.

You can see all the details and the application here.

Please share.


And if this program is not a fit for you, please check out the

How To Maintain A Generator More Efficiently, Read Here

A generator can last for decades but it needs proper maintenance. Just as it’s essential to eat soundly and work out for a healthy body, a generator too needs proper care and maintenance. The better the support, the more extended your generator will work without the requirement for broad fixes, which can convert into genuine money from buying costly parts or in any event.  

So without beating about the bush, let’s enlighten up some of the tips that can help you in maintaining a generator more efficiently. 


Routinely power up the generator

It is advised that you run your generators for at any rate 30 to 40 minutes each three to four months just to keep their batteries charged for the electric starter. It is better than getting disappointed and having the option to do nothing when you find that your electric starter can’t when you need it to work most.  


Consider buying a cover to protect it

On the off chance that you have a versatile generator, you have to buy a cover for your generator. While if your generator is the backup generator you’ll require a walled-in area. Natural components, for example, downpour, wind, creepy crawlies, bugs, earth and residue particles can get inside or structure a layer on any piece of your generator. This may harm that part and influence the activity of your generator.  


Check the engine oil regularly  

Continuously ensure the generator’s engine oil is in acceptable condition. Regardless of whether your generator is utilized for a brief timeframe when you kick it over, you have to ensure you replace the oil no less than at regular intervals. In case you’re utilizing it all the more routinely, replace the oil like clockwork. This is a simple generator upkeep – channel the old oil totally. At that point place the generator on a level surface to top off the oil once more. Wipe off any abundance.  


Have a check on the cooling system of the generator

Check the coolant level during shutdown periods at the predetermined interim. Expel the radiator top in the wake of permitting the motor to cool, and, if fundamental, include coolant until the level is around 3/4 in. Uncompromising diesel motors require a decent coolant blend of water, liquid catalyst, and coolant added substances. Examine the outside of the radiator for hindrances, and evacuate all soil or remote material with a delicate brush or fabric with an alert to abstain from harming the blades. In the event that it is accessible, utilize low-pressure packed air or a surge of water the other way of typical wind stream to wind current radiator.  


Try not to let it come up short on fuel

Generators make power by pivoting attractive curls alongside one another. According to the professionals at Ablesales, one thing that you should do is maintain a strategic distance from those curls turning out to be demagnetized. This is the situation if a generator comes up short on fuel: it quits producing power, yet the gadgets taking force from it will drain the attraction directly out of those loops. The outcome is a major fix charge or even another generator. You can run a generator dry, yet then it must not be coupled to anything. Continuously check the manual first.  


Before refilling the generator with fuel let it cool down

Generator fuel tanks are consistently on the motor so they can gravity-feed gas to the carburetor. Be that as it may, that arrangement can rapidly transform into a debacle on the off chance that you spill gas when refueling a hot generator, so get one of these profound audit gas jars. Consider it—spilled gas on a hot motor, and you’re remaining there holding a gas can.  

It’s no big surprise generators go up on fire each year from that botch. You can make do without power for a measly 15 minutes, so let the motor cool before you pour. Spilling is particularly likely in the event that you top off around evening time without an electric lamp.  


Screen generator’s wattage limit

When utilizing your generator, you’ll need to be certain it can deal with the voltage you plan on utilizing. Not every single versatile generator is the equivalent, so you’ll have to check your compact generator’s marking or manual to decide its wattage rating. There are typically two of these evaluations recorded: beginning and running.  

The beginning or greatest rating is how a lot of wattages a generator puts out in brief timeframes. Because of this, beginning evaluations, as a rule, have a higher rating. Be that as it may, generally this rating ought to be disregarded generally. Rather, you’ll need to concentrate on the running or persistent rating. This rating decides the wattage over broad timeframes, which is the thing that you’ll be required from a conventional generator. Obligate the running rating with whatever gadgets you plan on utilizing with your convenient generator.  


Consider a transfer switch

For wellbeing all through the winter months, you’ll need to consider getting an exchange switch, which is an electrical gadget that permits you to securely associate a generator to your family wiring. An exchange switch forestalls the utility force and the generator power from sharing family circuits simultaneously.  

At the point when drawn in, an exchange switch disconnects the generator power from the approaching utility lines and serves to protect the generator just as disposing of the burden of running different additional lines from the generator into the house. Having an exchange switch likewise takes out the danger of back-taking care of the electrical utility, which can make injury utility laborers just as property harm.  


Maintaining up your generator is the best thing you can do to keep it running easily for a considerable time. By keeping the above-mentioned tips in your mind you can save yourself time and a lot of money. Apart from this, it will enable the wellbeing of your generator each time you use it. 

Reasons SMEs Needs to Seek the Services of Accounting Firms Singapore

Small and medium-sized enterprises SMEs often face challenges that leave them out in utilizing innovations and technologies or expertise. Cash flow is considered the lifeblood of businesses – small or large. For small businesses, cash flow is essential considering that these entities face issues with cash.  Managing their cash flow can help them stay on track and survive difficult times. It can also help them grow faster and meet their goals. Many small and medium-sized businesses tend to overlook the monitoring of their cash flow. As business owners are occupied with their daily operations, they have no time to see how the cash flow is going on. It is estimated that more than 80 percent of business entities fail in the first one and a half years – one of the contributing factors is poor financial management. It is crucial that SMEs seek the help of accounting firms Singapore, and here is why? 


Have Accounting Done to SAS

When it comes to accounting, it’s not just about you as the business owner understanding the ins and outs of your business finances – there are many things involved. Even when you use accounting software, it will merely do away with credits and debts. As a business owner, you will need to account correctly and smartly and understand the different kinds of income including dividend incomes, operating revenue, or gains and losses that your business incurs from assets that have been written off and foreign exchanges. You also want to inventorize or expense off receipts from purchases.   

Accounting experts have over the years found that many enterprises did not track and account for things such as out-of-pocket expenses, depreciation, and home office space. Seeking an accounting firm helps you deal with some of the challenges that you face when it comes to managing your cash flows.  

Some of the finance items that you overlook can, in the long run, impact your business negatively. An accounting firm will ensure that your accounting is done per the Singapore Accounting Standards (SAS).  


Prevent Huge Fines and Penalties

SMEs are required to file their returns and meet the regulatory and compliance requirements in Singapore. However, because the SME owners are occupied with many tasks, they may not be able to manage issues regarding compliance and regulations. A business owner may not keep on top of the business paperwork, something that makes it seem next to impossible to ensure the proper keeping of records, tax filing, and other things. This, in turn, leads to fines and penalties. When you engage with an accountant, it makes sense because you free yourself from the demanding task of having to go through the paperwork.  

Don’t have to worry about due dates for tax filing and submissions, you don’t have to be familiar with the new legislation and its requirement. The accounting firm is always on the knowhow of new legislations, and how they impact your business and they will explain that to you. They will also take care of any issues that could put you into trouble with the new legislation.  


Professional Business Advisory

An accounting firm isn’t just there to handle tax filing. There are many other things it does. The company takes a thorough assessment of your business finances to identify the strengths and weaknesses. From the evaluation, the accounting services firm creates a forecast for a specific period- say, a year or five years. This helps keep the business running in a financially healthy state. The firm can help identify financial pitfalls and unsustainable financial practices in your business and advise you on the way forward. It can help you make strategic decisions regarding your finances. This way, you ensure that your business expands its profitability while scaling down on the costs.  

The company can help determine when it’s the right time for your business to borrow and what kind of financial products or loan products it should look for.  

In brief, your business needs to emphasize on financial management. It needs to look deeper into its financial practices so that it remains operational. However, since many small and medium-sized business owners don’t have the time to manage and check their finances properly, they are often caught off guard with financial problems. Accounting firms can put things in order and streamline the accounting processes while also offering other services like advisory services.  They also deal with investors, banks, government agencies, and other stakeholders. The accounting firms can help you when you want to seek capital investment, take a bank loan, or apply for a government grant. 

The lifelong fan

What does it mean that for forty years you’ve been a steadfast and true fan of a team? The Red Sox, perhaps, or even the Montreal Expos.

Over time, every player has changed. Every coach. Perhaps the logo, the stadium, the city and even the name.

So, what, exactly, are you a fan of?

The same is true for car brands, political parties and just about anything where affiliation drives our sense of self and community.

People like us do things like this.

This instinct is so strong that we suspend disbelief (and create belief) based on something as shallow as what logo is on the box. We confuse our rational understanding of what’s important with our emotional connection to a logo or a team name. It turns out that the name of the team (and the other fans) are a much more important part of our narrative than we realize.

Part of being a fan isn’t insisting that your team win every game–in fact, being a fan is defined as showing up even when you’re losing, even when the leaders are wrong, even when logic dictates that this makes no sense at all.

Once you realize that being a fan is an important part of your self-worth, the most generous thing you can do is speak up when management is about to do something stupid. Because when the fans speak up, it’s possible that leadership listens.

Enough little things

We rarely have complete control over the big issues.

But the way we interact with each other, the small kindnesses, the extra effort–it adds up.

One after another, day by day.

It might be enough to change someone’s day. And then the ripple continues.

Acknowledgments 2020

Authors get to put a page in their book thanking people who have quietly and persistently and generously helped.

But the page is rarely read, and it comes out infrequently and it’s not so timely.

It’s worth taking a second to think about people who are doing more than expected, more than they have to do, more than we can imagine.

I’m filled with gratitude for the healthcare workers who have shown up to do the jobs that they never hoped to have to do, risking so much to help people. From docs like Jodi who are beginning their career in the middle of this, to retired nurses who are putting on their scrubs to help out again.

And thank you to the frontline workers and volunteers in my town and yours, from the food market to the fire department, from the gas station to the police. They’re showing up and doing it with grace.

Thanks to Zoom for dealing with a 20x increase in traffic and not missing a beat. Just like so many other tech companies that are quietly doing what they said they would do.

Thank you to the non-profit leaders, entrepreneurs and project managers who have figured out how to pivot on a dime, protecting the jobs of their teams and serving their customers in new and powerful ways.

Thanks to every parent who is at home with kids, balancing competing priorities and still being there for the ones who need them. And thanks to resilient and patient therapists, teachers and spiritual leaders who are figuring out how to be there, fully present, even if it’s on a video screen.

I’m grateful for the unseen but not anonymous people who are delivering packages, maintaining webservers, fixing the things that break and showing up every single day.

And I’m glad that so many people are ignoring the charlatans who are trying to profit from panic and untested remedies, preying on the fear that comes with a pandemic. And proud of anyone who stops clicking on a media channel that’s in the business of profiting from the attention that comes with amplifying that same fear.

I’m inspired by the team at Akimbo, working remotely from dozens of locations, shipping important work and connecting our extraordinary community of tens of thousands of people.

Thanks to my colleagues at Random Penguin and the rest of the book industry, for focusing on sharing insight and wisdom, simply because they know it’s important, not because it’s lucrative. And to my friends from all over, who are sheltering in place but sharing good vibes in so many ways.

And I’m grateful to you, loyal reader, for taking the long view, for leading, for spreading ideas that matter and showing up and doing work that you’re proud of. We wouldn’t have it any other way.

If you’re leading despite/because of what’s going on around us, thank you.

[This is such a tiny fraction of the people I was hoping to be able to acknowledge. If you’ve got a list to share, I hope you’ll post it somewhere.]

(and here’s a list from three years ago)

The semiotics of face masks

It’s difficult to get adults to wear bicycle helmets. (I wrote about this on the blog 16 years ago).

The reason has nothing to do with comfort or safety. It has to do with signals.

Semiotics is the science of flags, signals and other communications. It studies the very human act of judging something (or someone) based on limited information as we seek the message behind the signal, all in a quest for belonging and social standing.

Even more than helmets, face masks make a statement.

Ten years ago, if you wore a face mask at work, you were either a surgeon, a carpenter or a bank robber.

As they began to spread, mainly in parts of Asia, the mask was interpreted by some non-mask wearers as either a generous act (the wearer doesn’t want to infect others) or something slightly paranoid.

Then, when the pandemic first arrived in the US, masks became the focus of hoarding. Like toilet paper, it was a way to sacrifice time and money to get something scarce and reassuring. People weren’t reading scientific journals, they were grasping. The hoarding had the unfortunate side effect of keeping masks from front-line medical workers who needed them. It also created a sense of false security because many of the people who were using them had no clue how to use them properly, causing them to be worse off than if they hadn’t had them at all.

If you wore a mask on Main Street as you shopped in early March 2020, it was probably not increasing your social standing.

And then, as some newspapers shifted their stance and homemade masks began to appear, the story changes again–worth noting that even fast fashion has never changed this fast.

And so the storytelling continues. “Why is that person wearing a mask,” the non-mask wearer asks themselves. Is it to shame me? To let me know that they’re ill and I should steer far away? Perhaps it’s a way of identifying them as anti-social, because, after all, I’m not wearing one… Or maybe they’re smarter than me and I’m behind?

The narratives may also be shifting from, “how do I protect myself?” which is a self-directed desire, to, “how do I keep others protected?” This is generally a hard sell in the world of the Marlboro Man, bespoke disposable water bottles and the Hummer.

Notice that none of these internal monologues have much to do with epidemiology or public health. Face masks might help, it’s not certain, but the semiotics of social standing and cultural posture happen long before we actively consider the science.

Whether or not you choose to wear a mask, drive a Prius or even a pickup truck, it’s worth remembering that because we’re human, we start with two things: What’s the story I’m telling myself, and what’s the story I’m telling everyone else.

Let’s Talk About Inventing Your Future

Unusual times bring unique opportunities. For the first time, I’m offering the ability for you to connect live with me to discuss your marketing strategies, what I’m calling Project Live Fanocracy. Instead of worrying about the future, let’s look at how to position for success.

How to Unify Your Content and CX Strategies to Attract and Retain Customers

As marketers, our goals are straightforward. We want to unearth a person’s desires and show them that they have a need—which, conveniently, the brand, product, or service we represent can fulfill. Ultimately, we want to help people solve a problem in their lives.

But for 90% of Americans, the customer experience they encounter after being wooed by our messaging dictates if they stick around and offer praise, or flee and spread the word of your brand’s false promises and tone-deaf communication.

To avoid losing potential or existing customers, your brand’s customer experience (CX) strategy must be comprehensive, effective, and efficient—from the very moment a user engages with your company. Deciding how to build those attributes into your CX strategy requires close integration with your unified content strategy.

Integrating CX as a core content strategy component allows you to provide the necessary solutions to a user’s needs preemptively. The more high-quality solutions you build, the stronger your customer journey becomes, and the more likely you can draw in users, convert them, and then retain their loyalty.

There are three crucial tasks you must include in your content strategy to develop top-notch CX pathways:

  1. Identify customer service pain points
  2. Create friction-specific customer service solutions
  3. Communicate authentically with customers

In this post, I’ll establish some of the options for tackling each task.

How to Identify Customer Service Pain Points with Content Strategy

In 2019, 49% of American consumers switched companies because the customer experience the original company provided was lackluster and lifeless. This percentage of customer loss is devastatingly expensive because investing in new customers costs 5–25 times more than retaining existing ones.

If you want to stagger fleeing customers and retain existing ones, part of your content strategy should be in-depth user research, which provides the needed data to learn where your existing customer experience is going wrong. Use the following data collection techniques to discover how your CX is breaking down.

Review Customer Contact Records

70% of the customer’s journey is based on how the customer feels they are being treated. The best data source to learn about how customers feel are chat logs, recorded calls, emails, social media interaction, and “contact us” forms.

None of us have the time to scour through hundreds of phone call conversations or skim thousands of chatbot messages. So the trick to deciphering this data is quickly identifying common themes your customers talk about.

The way you go about this step depends on your available resources, although two approaches tend to work well for most companies.

First, talk with your sales, customer support, and social media teams to learn about the most common feedback they encounter. Also, make sure you learn your company’s customer churn rate and probe the people you’re talking with to tell you why customers stop doing business with your brand. Afterward, you should have a clear picture of a problem area in the customer journey.

Second, if you use a chatbot or email support, analyze the records from those platforms with a natural language processor (NLP) to highlight any recurring themes. This technique requires a bit of technical knowledge and development work, but these 12 open-source NLP options can get you started. Compare the chat records with the information from the sales, customer support, and social media teams to get an idea of how widespread the CX issues may be.

Plus, because NLP relies on the users’ vocabulary, you know the exact phrases and keywords they use to identify their needs. You can then search for those phrases online and discover how other people, including your competition, are handling these concerns.

Another observation you should make is how the customer’s attitude changes depending on the contact option they use. HubSpot’s research shows that 62% of customers want to communicate with companies via email; 48% want to use the phone; 42% like live chat; 36% prefer a contact form. If you lack one of these contact methods, you may inadvertently be hampering your CX by causing unwelcome frustration.

Learn what contact methods your users like with feedback surveys, polls, or asking them directly while they are in your customer service funnel. Also, learn about the average time it takes a customer to solve their problems for each support method. If you’re unable to provide the most preferred and fastest option, make sure you at least offer their second choice.

Spot Missing Content with Analytics Data

Analytics data can help identify which type of CX content you’re missing or if your existing self-service content is underperforming.

The first step is to evaluate your CX content (product pages, customer service pages, important blog posts or white papers, etc.) with a small audit using a standard smattering of best practice content KPIs. I recommend starting with the basics like pageviews, bounce rate, and conversions, and then expanding your KPIs from there. This mini-audit will give you a great idea if your crucial CX content is resonating with users.

If you’re not entirely sure which pages you should audit first, take a look at your customer journey map and focus on the content your users interact with along their journey.

The next step, if your website has a search function, is to learn what people are searching for. If people are searching for content that doesn’t exist on your website, then those topics are something you should consider addressing.

For example, in February, three people searched for “podcast” on Portent’s website. After they found the page they wanted, those users spent an average of 17 minutes exploring that content and other areas of the website. Based on the average time of page for our site as a whole, we can assume they probably found what they needed.


On the other hand, if those users perform their search and instead immediately leave the website, that would signal they didn’t find the type of information they want. So we would either need to create new content or update the existing content, depending on how important those queries are to us. Check out this blog post for more tips on analyzing internal site search data.

User Testing

User testing is another sure-fire way to learn what people do and don’t like about your product pages, customer contact journey, sales reps, etc. The most time- and cost-effective methods of user testing to determine CX pain points are:

If you’re trying to diagnose a multifaceted issue, then a combination of each test is preferred. But you can glean useful insights from even the simplest of exercises.

For example, one of our clients was getting an unusual amount of phone call traffic to their sales center. Normally, this would be great news. But most of these calls were not people trying to buy products; instead, these users wanted billing and account support.

The differing expectations among users and the sales team caused frustrations for everybody: the users kept getting transferred between departments, which increased wait times and delayed help, and the sales team was fielding calls for problems they couldn’t solve rather than helping new customers.

To identify what was going on, we used Hotjar to ask a simple, one-question survey on the homepage of the client’s website. The survey asked users about what type of help they expect to receive by calling a prominent phone number on the homepage.

This feedback survey asked what department users expected to reach if they called the number on the page. The options to choose from were 1) Billing, Payments, & Contracts, 2) HVAC Technician Support, 3) Product & Plan Details, 4) Customer Feedback, or 5) OtherThis feedback survey asked what department users expected to reach if they called the number on the page. The options to choose from were 1) Billing, Payments, & Contracts, 2) HVAC Technician Support, 3) Product & Plan Details, 4) Customer Feedback, or 5) Other

The results showed us that we were displaying the wrong number for what most users wanted. By adjusting the phone number to meet user expectations, we improved both the customer experience journey and employee morale.

Heat Maps and Click Data

Heat map and click data shows you how much of your content users scroll through and what points they interact with. Use this information to identify if users are seeing the information they need from your self-service content, product pages, white papers, etc.

For example, if you have a contact page with one CTA and only 43% of users see the CTA, you’re creating frustrations for the other 57% of users.

This screenshot of a heat map of a contact page shows that 43.3% of visitors reached the point on page where the "apply now" CTA button was located.This screenshot of a heat map of a contact page shows that 43.3% of visitors reached the point on page where the "apply now" CTA button was located.

Likewise, if you have multiple CTAs on a page but the most important gets a pittance of clicks, you should evaluate if the CTAs you’re offering users are the best choice for their needs.

In this example, the CTA button labeled "apply now" only received 20 clicks (3.45%). This could mean it's not the CTA users are looking for.In this example, the CTA button labeled "apply now" only received 20 clicks (3.45%). This could mean it's not the CTA users are looking for.

The Best Friction-Specific Customer Service Solutions

Without a doubt, the hardest part of creating a seamless CX is having content that solves a user’s problem the way they want it solved, and presenting a personalized solution exactly when they need it most.

Ideally, you could always help users before they realize they need it, like offering an optional tutorial for newly installed software. Unfortunately, precognition isn’t a skill most of us have, so we’re stuck using the data we collected in our user research to build a world of personalized CX content that we expect users want.

As Ian Lurie, Portent’s founder, argues: marketers are world builders. We set the framework for users to tell us stories of what they need by creating places for user-brand interaction.

For example, let’s say your brand sells high-quality coffee grinders. A user who wants a new grinder may begin their journey with a Google search about coffee grinders, discover your website, and then convert.

Another person might start with a YouTube video review of different grinders, and your product could be mentioned; afterward, they find you on Amazon or Twitter. Eventually, they navigate to your website to look at specific products. After that, they go back to Google and search for reviews of the products they’re interested in. Maybe they poke around in Reddit or Quora for a bit, too, to read reviews from other users rather than bloggers or industry experts. And, after all that research, they finally take action and convert.

Every point of interaction in both of these journeys is a place.

As Ian explains, marketers don’t create the paths or tell the stories that users engage with. We put places on a map, create context, and let the audience do the rest. And every place you control should aid the user in whatever stage of the journey they’re in.

The following three types of customer-support content are among the more common places you’ll create or encounter.

Blogs, Guides, and White Papers

First, the most common content type: editorial content.

Whatever blog posts, white papers, case studies, etc., you choose to produce, your CX goal should be to establish the context that creates relevancy for all of the places users will visit when learning about or interacting with your business.

In our coffee grinder example, you could foresee the user’s confusion about their coffee grinder choices. In turn, you could make a blog post, video, or infographic about the different types of coffee grinders or what settings somebody would use if they’re making espresso compared to Chemex coffee.

Not every article you produce will perform on search engines either; more than likely, very few will. Instead, you’ll need to create content hubs and use a robust internal linking strategy to ensure users can find the relevant information when they’re ready to move forward along their path.


Research by Forrester shows that customers prefer knowledge bases over all other self-service channels, and FAQs are among the simplest and often most-effective knowledge base formats.

Writing an FAQ page is easy; after all, it’s a list of questions and answers. But writing a good FAQ page is much harder. You must give users enough information to meet their needs but not overwhelm them with too much information and cause sensory overload.

Here are a few FAQ best practices to keep in mind:

  • The page layout, questions, and answers should be clear and concise
  • Information must always be accurate and up-to-date
  • Include the most important questions or answers first
  • Afterward, organize questions by category
  • If you have more than 10 questions, include a search bar

The key concept that ties these best practices together is that you should minimize distractions on your FAQ page. Keep the content focused on helping the user get answers fast and then empowering them to move on to the next step in their journey.

Customer Support Hub

Among the last troubleshooting steps customers want to take is physically getting in touch with your brand with a phone call, instant message, or email. That’s why self-serving customer service portals are crucial to providing a positive CX.

Amazon’s portal is an example of what works well.


Amazon has taken the most common queries users have and combined them into a self-serving customer service portal, presumably to cut down on the amount of interactions users have with customer support staff.

Let’s say you want to return an item. Choosing the refunds and returns section takes you to a short FAQ that walks you through the returns process.


The information also contains hyperlinks to the next steps a user may want to take after reading this information, which lets the user achieve their needs while Amazon saves resources. And crucially, this lets users approach the interaction at their own pace and on their own time.

Although your customer contact hub doesn’t need to be this robust, you should provide users with the opportunity to self-serve before they resort to getting in touch. Plus, during this self-service journey, make sure you provide the most relevant contact information for that specific problem, just in case they do need to contact your company for more help.

Communicate With Customers

Ultimately, good CX requires great communication. And great communication needs authenticity in the form of transparency and vulnerability, which most brands, unfortunately, shy away from.

The jumbled and inauthentic communications strategies that so many brands put forth create trust issues among users. This statement is particularly true for e-commerce and retail brands because 50% of shoppers believe any feedback they provide doesn’t get acted on.

You can improve your brand’s CX by proving to customers that their opinions are taken into consideration. Whenever you communicate with users, you should talk about the feedback you received from them and what you’re doing with that information.

The goal is to listen and respond. Listen in the places your users create: social media comments, independent blog articles, online reviews, Instagram posts, etc. Use tools like Buzzsumo to discover who on the web is talking about your brand.

Respond with thoughtful, honest, and transparent insights or solutions to the customer’s problems. If possible, avoid using impersonal, templated responses. You want users to believe you care about them; if they see the same response on every positive or negative comment, the personalized experience vanishes.

Each of these conversations builds a connection with your users and gives context to the places they create. Part of your unified communications strategy should be using these conversations to plan how, when, and why to communicate with users.

CX Strategy is a Plate of Nachos

As you’ve discovered, developing a unified communications strategy to bolster your brand’s CX is a multi-layered project. Fortunately, your content strategy team can deliver most of the research and solutions you need to cook up the best CX strategy for your company and its users. So go ahead: Collect the customer experience ingredients your users need to feel fulfilled and then bake it into a scrumptious journey that everybody will enjoy.

The post How to Unify Your Content and CX Strategies to Attract and Retain Customers appeared first on Portent.

A Quarantine from Reality: Italian Goes to America, Son Opens a Bank, Helps Rebuild a Community, a City, a State, and a Country

It seems that what’s dictating the human agenda right now is fear. Each day we get our rationing of counts—who lived, who died, who told a story. Right out of Hamilton, the show. The avalanche of articles and news alerts seem to indicate that anything goes. In a business setting, which is what I’m used to, when a new situation like the one we’re facing creates a change, the first line of defense from letting it overtake you is what you say to others and your internal conversation. Because those words are birthing the emotional wake you’ll need to live…