TELUS redefined its customer care experience with lightning fast, digital support
Vancouver, British Columbia
Create a comprehensive governance program to scale across every line of business responsible for producing and updating customer-facing content
Maintain style and brand consistency with the new support experience and TELUS.com
Organize the existing knowledge base of thousands of articles and videos that were entangled in a proprietary legacy CMS
Remap content geography to enable site visitors to seamlessly discover content on the support portal
Centralize the authoring and publishing workflows from multiple systems to one cohesive process
9.2% decrease in visitors entering the website at the Contact Us page
10% increase in article traffic from within the website
10.2% decrease in support visitors that go to the Contact Us page
17.5% increase in article traffic from organic search
100% increase in visits from the Contact Us page to the TELUS support experience
9% reduction in overall support costs
It was time for a change
Content was at the core of overcoming this complex challenge, so new content production ramped up in an attempt to solve the increase in customer support calls. However, this spike in content creation from multiple departments also lead to more challenges:
Misleading names for categories and subcategories
A lack of consistency in tone, structure and titling across support articles
Support articles that contradicted each other
Semantically different issues being addressed in the same article
Users were oversaturated with too much content
TELUS needed to create a seamless user experience for support visitors. To make that happen, TELUS invested in Contentful’s content infrastructure — a scalable, lightning fast, customer focused solution.
The core components of implementing content infrastructure consisted of a product design refresh, a new content strategy and a streamlined content migration.
Product design refresh — An entirely new user experience makes it seamless for users to easily discover support content across multiple touchpoints, including pages outside of TELUS Support. The new design included a new way of guiding users through the support experience, updated categorization, and an article design that made it easier to consume content.
Content strategy — A detailed content governance strategy now guides content owners and producers on how to categorize, present and update content within the new TELUS Support experience. This governance strategy also included instructions on how to optimize content for organic search, to discoverability.
Content infrastructure creates happy customers
Investing in content infrastructure helped TELUS reach major milestones, including:
Operational efficiency through content management, curation, and technical maintenance
Alignment with latest technology stack, creating fewer redundant systems
Compliance with the current and evolving brand, accessibility and security standards
Infrastructure that supports new device and application types
Future-proofed architecture that’s ready to adapt and grow
TELUS significantly reduced overall customer support costs and achieved a 100% increase in visits from the contact us page to the TELUS Support experience. These results are incredible — but the real winners are TELUS’ customers, who are now empowered to answer their own questions on their terms, through any device, at any time.