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Beyond the web: Customer service content strategy

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Mention content strategy, and the first thing people often think of is web content. Yet, there are other parts of a business that have content at its core—the most important of which is the customer service center. Customer service centers are our direct line to customers. They answer calls, reply to emails, and often coordinate printed material—and we should be incorporating them more into our strategy. Developing a content strategy that includes your customer service center improves the customer experience, provides opportunities to monitor and act on customer feedback, and helps you measure if your content is (or isn’t) working.

I presented this talk at Confab Central in Minneapolis, May 2015. See a transcript at www.webcontentstrategy.com.au and video at http://livestream.com/confab/central

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Beyond the web: Customer service content strategy

  1. 1. Beyond the web: Customer service center content strategy Confab Central 2015
  2. 2. help
  3. 3. We hear a lot about creating fans.
  4. 4. “51 per cent of U.S. consumers switched service providers in the past year due to poor customer service experiences.” Source: Accenture 2013 Global Consumer Pulse Survey
  5. 5. Top customer content frustrations Self-help sites and systems that can’t answer my questions Not being able to understand the information provided to me Too much paperwork or online forms Source: Accenture 2013 Global Consumer Pulse Survey | Icons by Norbert Kucsera & SuperAtic LABS for the Noun Project CC3.0
  6. 6. There has been too much focus on the funnel.
  7. 7. Why we should pay more notice Contact with the customer Better for the bottom line Everything is measured Icons by Norbert Kucsera for the Noun Project CC3.0
  8. 8. Content plays a critical role in customer service centers. http://www.flickr.com/photos/plantronicsgermany CC2.0
  9. 9. Types of content • Product guides • Social media • Forms • Web content • Intranet content • Knowledge bases • Instant chat • Email and letters • Scripts • Fact sheets • CRMs • FAQs
  10. 10. But, they suffer from silo syndrome
  11. 11. Web content ≠ customer service content.
  12. 12. But on the website it says “…” “??”
  13. 13. We must improve the experience for the customer and the operator.
  14. 14. Create content with empathy.
  15. 15. Having completed our review of your claim, we have avoided the cover due to the Late <insert insured persons name>’s breach of their duty of disclosure in their application for the <name of product> Policy. As a result of this decision, no benefits are payable.
  16. 16. Having completed our review of your claim, we have avoided the cover due to the Late <insert insured persons name>’s breach of their duty of disclosure in their application for the <name of product> Policy. As a result of this decision, no benefits are payable.
  17. 17. Create content with empathy Use the appropriate tone Respect privacy& personal info Use clear, familiar language Icon by Stepan Prokop for the Noun Project CC3.0
  18. 18. Optimise for the operator.
  19. 19. Optimise for the operator Improve internal search Tag content properly Use logical file names & URLs Icon by Arthur Shlain for the Noun Project CC3.0
  20. 20. CMP_S10.pdf CMP_S11.pdf CMP_S12.pdf CMP_S13.pdf CMP_S2.pdf CMP_S3.pdf CMP_S4.pdf CMP_S4a.pdf ?
  21. 21. Design better forms. http://www.flickr.com/photos/teegardinCC2.0
  22. 22. Design better forms Only ask for what you need Make instructions clear Group questions logically Focus on good flow Icon by Scott Baker for the Noun Project CC3.0
  23. 23. Complete this field if you were not the driver Do not complete this field if you were the driver Photocopied forms are not permitted No photocopies are permitted
  24. 24. Think format and structure.
  25. 25. Think format and structure Know how content will be used Include headings & subheadings Design for scanning Icon by hatayas for the Noun Project CC3.0
  26. 26. Plan the right workflow.
  27. 27. Plan the right workflow Include content in workflows Capture feedback & updates Create a maintenance plan Icon by Candice McCollough for the Noun Project CC3.0
  28. 28. Case study Legal Aid Queensland. http://www.flickr.com/photos/alancleaver CC2.0
  29. 29. Legal Aid Queensland call centre Client service officers Use legal info page as reference Calls a month 16 60% 12k
  30. 30. Top legal information pages (out of 180) 1. Criminal convictions 2. Driving and licence offences 3. Having sex 4. Do I have to talk to the police? 5. Young driver laws 6. Drink driving offences 7. Collection and enforcement of child support 8. Parenting orders 9. Car accidents 10. Leaving home
  31. 31. What we had to consider • Legal terms vs. client terms • Pages would be read out loud • Vulnerable clients should seek legal advice
  32. 32. Our approach • Call centre visit • Interviews, analytics • Inventory & qualitative audit • New digital style guide
  33. 33. Case study Sunsuper.
  34. 34. Sunsuper customer contact centre Call centre staff Emails a week Calls a week 86 450 10k
  35. 35. Sunsuper direct communication Member statements per year Posted letters Email marketing (EDMs) per year 1.1m 2m 2.1m
  36. 36. Sunsuper templates Templates Customer service email templates 500 75
  37. 37. What we had to consider • Superannuation is complex & heavily regulated • People care about different things at different life stages • We wanted to encourage people to use Member Online
  38. 38. Our approach • Existing template review against web content • New template that structured emails consistently • Tone of voice guidelines and standard calls to action
  39. 39. In summary • Create content with empathy • Optimise for the operator • Design better forms • Think format and structure • Plan the right workflow
  40. 40. CONTINUE THE CONVERSATION Say hi! Sally Bagshaw sally@snappysentences.com @snappysentences

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