This document outlines the key considerations for understanding users who contact Pepsi through their websites and properties. It discusses understanding the types of users, what information or resolutions they are seeking, their entry points and preferred channels. The goal is to make the contact process as easy as possible for users by ensuring usability, tone, choice, depth and completeness.

1. THE BUILDING BLOCKS OF CR
1
Where HowWhatWhyWho

2. 2
Where HowWhatWhyWho
An understanding of what types of users engage with the contact us area
of the Pepsi sites and properties.
Consumers: The main focus of our efforts.
Media
Investors
Students
THE BUILDING BLOCKS OF CR

3. 3
An understanding of what types of users engage with the contact us area
of the Pepsi sites and properties.
Consumers: The main focus of our efforts.
Where HowWhatWhyWho
Casual
Surfers/
Stumblers
Information
Seekers
Complainers Users with
problems/
issues
Advocates,
Friendlies and
Compliment
Droppers
THE BUILDING BLOCKS OF CR

4. 4
Where HowWhatWhyWho
Are these users contacting our brands? Are they seeking existing
information, or do they have a new issue that requires new information?
Seeking information that may already exist.
May not require contact.
Seeking resolution on an individual, specific issue.
Will require contact.
THE BUILDING BLOCKS OF CR

5. 5
Where HowWhatWhyWho
An understanding of what information or resolution these users are seeking.
Pre-Existing Data/Information
Customer-Specific Resolution
THE BUILDING BLOCKS OF CR

6. 6
An understanding of what information or resolution these users are seeking.
Where HowWhatWhyWho
Pre-Existing Data/Information: We need to do a great job of
getting users who are seeking this content to do so as quickly and
painlessly as possible. No further contact may be required.
Product
Information
Company
Information
Community
Outreach
Promotions
THE BUILDING BLOCKS OF CR

7. 7
An understanding of what information or resolution these users are seeking.
Where HowWhatWhyWho
Customer-Specific Resolution: We may be unable to resolve
these issues with pre-existing content.
May require a custom solution.
THE BUILDING BLOCKS OF CR
Just want to
complain
Just want to give
a compliment
Needing/demanding
something like a refund,
rebate, etc.
Want to share
an idea

8. 8
Where HowWhatWhyWho
An understanding of entry point, place and channel.
Entry point: Where do users find the “contact us” link/process.
Resolution channels: Through which channels will they engage?
THE BUILDING BLOCKS OF CR
Where are the going?

9. 9
An understanding of entry point, place and channel.
Entry point: Where do users find the “contact us” link/process?
Where HowWhatWhyWho
Placement and
consistency
Information
architecture
and labeling
Cross-channel,
cross-site
considerations
THE BUILDING BLOCKS OF CR

10. 10
An understanding of entry point, place and channel.
Where HowWhatWhyWho
Resolution channels: Through which channels will they engage?
Chat/Virtual
Agent
Email Phone/
Live Agent
Text/SMS Social
THE BUILDING BLOCKS OF CR

11. 11
Where HowWhatWhyWho
Make the process as easy as possible for the user to complete. Each user may
have a different path through the system and a different desired result.
Usability: Make the pages and functionality easy and intuitive.
Tone: Make it friendly and welcoming.
Choice: No dead ends or forced paths.
Depth: Be thorough and concise.
Complete: Don’t leave the user hanging.
THE BUILDING BLOCKS OF CR

12. 12
Make the process as easy as possible for the user to complete. Each user may
have a different path through the system and a different desired result.
Where HowWhatWhyWho
Best practices:
• Consistency.
• Smart/dynamic forms.
• Smart/predictive search.
• Smart labels and taxonomies.
Custom solutions:
• Research.
• Test and learn.
Usability: Make the pages and functionality easy and intuitive.
THE BUILDING BLOCKS OF CR

13. 13
Make the process as easy as possible for the user to complete. Each user may
have a different path through the system and a different desired result.
Where HowWhatWhyWho
• Casual and conversational.
• Friendly.
• Consistent.
Tone: Make it friendly and welcoming:
THE BUILDING BLOCKS OF CR

14. 14
Make the process as easy as possible for the user to complete. Each user may
have a different path through the system and a different desired result.
Where HowWhatWhyWho
• Give the user the power.
• Offer escape routes, options and alternatives along the way.
Choice: No dead ends or forced paths.
THE BUILDING BLOCKS OF CR

15. 15
Make the process as easy as possible for the user to complete. Each user may
have a different path through the system and a different desired result.
Where HowWhatWhyWho
• Consider multi-dimensional, contextual answers where appropriate.
• User-generated content may help.
• Crowdsourced content where appropriate.
Depth: Be thorough and concise.
THE BUILDING BLOCKS OF CR

16. 16
Make the process as easy as possible for the user to complete. Each user may
have a different path through the system and a different desired result.
Where HowWhatWhyWho
• Provide feedback mechanisms. (e.g., was this helpful?)
• Consider follow-up. (e.g., email)
• Allow consumers to push to social channels.
• Capture and analyze the data.
Complete: Don’t leave the user hanging.
THE BUILDING BLOCKS OF CR

17. 17
Where HowWhatWhyWho