4 Cs of Interaction Thinking
Immersive, cohesive and holistic CX
Joined up customer interaction
We create content that builds a connection between your audience and the experience of your digital journeys and brand in a demanding and distracting world, with the 4 Cs of Interaction Thinking
What is Content Experience Architecture?
What's Interaction Thinking?
Online behaviour isn't linear or siloed. Strategically mapping the intersectionality of the content audiences interact with leads to better outcomes.
By considering customer and business objectives as an end-to-end journey, instead of fragmented solutions to a particular problem, you create better results, experiences and efficiencies.
1Connection
Content is the thread that links marketing with digital, which audiences follow from channel to channel, around and back again.
Interaction Thinking is a triptych loop based on tangent behaviour patterns seen when audiences are passively or actively triggered to answer a particular question.
2Capture
Catering predominantly to passive triggers, engagement content could be sought by active triggers looking for an emotional connection to the brand.
This content is the 'heart', designed to make audiences FEEL something.
This could be evergreeen lifestyle, inspirational content and fast-paced trend content seen on social media or CRM.
3Choice
The middle of the tangent loop provides educational, informational and reasons to believe content.
It's the 'head' phase that makes audiences THINK. It's crucial for both active and passive triggers but leans more into active.
Audiences dip in and out of this content to feel confident, to verify decisions and get help and specific questions.
4Conversation
This is the bread and butter of your business. The ultimate objective of content is to lead here.
Content with purpose acts as the 'hand' to DO something and is the point every journey has to get to in order to achieve business goals.
Content in this loop includes chatbot, web forms, ID verification, navigation, 404 screens, error messages, success screens, basket and logged in.
Deep dive into the 4Cs
Connection
Mapping content across all channels to lead to a particular objective or outcome based on online behaviour patterns and catering to passive and active triggers.
Capture
Build communities, advocacy and legacies with emotion-centered through-the-line storytelling.
Choice
Audiences crave a genuine connection. Talk to them about what matters in a meaningful way so they choose you.
Conversation
Bringing your empathetic and unique voice to all customer interactions undercuts the competition in an increasingly homogenised AI-led customer experience.
Interaction touchpoints
Improve conversion and create the ultimate experience by knitting together content across all channels and for all purposes
Human
This is a stage of connecting marketing and digital to create an immersive, holistic and seamless customer experience.
Building connection across the business and with the audience relies on a mutual understanding the shared objective. This is the essence of what you do and who you are, your USPs. And you do and don't want to attract, your ROIs.
Head
Always-on content in the active discovery phase of the decision-making process helps the audience make a good choice. People may have come from Heart content but could be direct and standalone, supporting the product and/or proposition.
Content is meaningful educational articles, videos and infographics distributed where they are, like social media, CRM and search.
Heart
Engaging content that appeals to people's sense of self-actualisation through bespoke campaigns consumed passively, either through direct or indirect marketing activity. It's designed to capture the audience and pass them to Head content.
Lifestyle content uses emotion to illustrate what the product or proposition enables for them. So it must be distributed where they are.
Hand
Action-led content designed to solve the problem outlined in Head and Heart content, as all content roads lead to here - creating an end-to-end CRO experience through a 121 conversation.
This needs to have authenticity across all logged-in states, error messages, chatbot interaction, and onboarding and buying journeys.
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