Storytelling: Building Great Customer Experience at every stage of the Customer Journey with Ben Afia

Ben Afia is a customer communications expert for the FTSE100.Using culture, branding, and (of course) story to improve customer experience whilst also lowering costs. With clients across many verticals including many in the retail and eCommerce space like Twinings, Morrisons, Ronseal, and Boots.In this episode, we discuss:Embedding storytelling in company cultureThe importance of selecting the right copywritersHow effective briefing can impact creative workDive in:[03:35] Ben shares his storytelling background.[06:18] Clear briefs crucial for effective copywriting.[10:34] Not all writers are versatile for all tasks.[12:54] Case study of mobile network client receiving new brand strategy.[18:54] Customer journey shapes brand perception at every touchpoint.[19:48] A case of complex customer journey purchasing varifocal sunglasses online.[23:02] The culture of everyone in the business bleeds into all processes and affects customer perception of the brand.[24:12] Ben’s Insider Tips!Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

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We spend each month focusing in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole month you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - This month = Omnichannel Expansion - Next month = Online Advertising Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests. >> Sign up for the next one here: https://keepoptimising.com/webinar/ I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan. Join our email list: https://keepoptimising.com/