The document discusses how a company evolved their customer relationships and information delivery through increased online content and customer engagement. They analyzed customer call data to identify topics of interest. They created technical forums, blogs, videos and wikis for customers. They also improved search engine optimization and implemented Google Analytics to better understand customer behavior. These changes led to positive impacts like increased brand advocacy, audience retention, and reduced costs.

1. REALIZATION THAT ASSISTED
INFORMATION EVOLUTION
Kavitha Kanagowder & Mainak Roy

2. Transforming Customer
Relationships
 Listening To our Customers
 Customer Centric Solutions
 How we evolved
 Positive Impacts

3. Information Evolution
Whitepapers, Videos
Live Content, Open
Forums
Implemented
Google Analytics
Systematized the
SEO techniques
• Conventional
Documents
• Information
Accessibility
• Traditional technical
Support
• Online Help

4. Listening To our Customers

5. Top Call Drivers
 Actual customer calls
 Highest call volume
 Hot topics
 Usage of in-house
resources
 Feature-specific calls
 Customer involvement
Call Driver Analysis
serves as a
foundation for
classifying the
business
developments…

6. Technical Forums
 Real-time discussions
 Trustworthy
conversations
 Generate social signals
 Long-term relationship
 Proactive online
engagements
Open forums allow
the customers to
interact with the
SMEs …

7. Social Media Engagements
 Follow your customers
 Don’t demand
 Acknowledge their opinions
 Act on their requirements
 Share the information across
multiple platforms
 Appreciate their knowledge
 Track discussions
Social Media, to the
people from the
people…

8. Customer Centric Solution

9. Knowledgebase Articles
 Analyze and identify valid, invalid,
or duplicate articles
 Add valid articles to customer
documents
 Enhance Troubleshooting/FAQ
Wiki pages
 Reuse content across different
Line of business
 Technically accurate solution
 Reduction in Request For
Information (RFI) calls
Help Tech Support
team with updated
Knowledgebase
articles…

10. Technical Whitepapers
Technical
Whitepapers are
based on critical
use case
scenarios…
 Recommended solutions
 Influencing decisions
 For advanced users
 Multi-channel broadcast
 Generate potential
customers
 Generate inbound traffic

11. Corporate/Self-owned Blogs
 Based on customer
interactions
 Announcements
 Specific information
 Clarify Policies
 Address Public Criticism
 Allow Comments
Business blogs are
focused for targeted
markets, on a more
personal level …

12. Wiki Pages
 Repository of information
 Serves the customers
around the clock
 Cost-effective
 Crowdsourcing
 Trustworthy
 Easy to maintain
 Easy access
Wikis are maintained
by SMEs (Subject
Matter Expertise)
from the
organization…

13. Product Videos
 Enhance customer
communication and
association
 Strengthen the BRAND value
 Can be delivered virtually
anywhere
 Valuable analytics on
customer behavior and
interactions
 Analytics on viewership
Videos are much
appreciated by the
audience…

14. How we Evolved…

15. SEO Strategy
 Research on keywords
 Stronger redirections
 Work on reliable
outbound links
 Give time to your
content
 Implement other SEO
techniques
Generate social
signals to the
content to boost its
rankings…

16. Implementation of Google
Analytics
 Use referral and keyword data
 Data driven dashboards
 Analyze the demographics
 Visually see what areas of your
site are the most popular
 Identify the outbound trusted
links
 Trustworthy content
 Type of devices
The data behind
your choices…

17. Positive Impacts…

18. Change in Trends
Brand
Advocacy
BRAND
Development
Audience
Retention
Community Influencers
Subscriber
Comments
Satisfaction Quotient
YouTube Analytics
Likes & Dislikes
Re-tweet &
Favorites
Multi Language
support
Live
Content

19. Business Return
 Positive impact on revenue.
 Reduce Opex for support.
 Better customer
engagements.
 Quick responses to the field
issues.
 Takes care of the Technical
Marketing content.
Q3
FY14
Q2
FY15