The Importance of Getting the Basics Right

Kate Greengrove

Head of Content Strategy & Operation at GSK

Learning Objectives

Content enthusiasts are on a mission to make content a core capability of an organizations heartbeat. In a quest to deliver personalized customer experiences, we are often drawn to those shiny new objects and sometimes need to be reminded that the basics still apply. A deep understanding of the customer journey and a robust content strategy help deliver useful, useable content throughout the process.



Customer experience certainly does involve content, data and technology, and depending on where you sit in an organization, you may think one is more important than the other. Every great customer experience begins and ends with great content. This discussion will focus on how we bring great customer experiences to life by focusing on the basics – customer understanding and content.