The Challenge
Despite their extensive reach and robust infrastructure, the client faced significant challenges in managing content for customer support, particularly in relation to high-return product categories. Existing troubleshooting resources were overly generic, failing to address product-specific needs and frequently leading to unresolved customer concerns. Additionally, the content was static and lacked the intuitiveness and dynamism needed to align with customer behavior or product requirements, making first-attempt resolutions difficult. This fragmented approach forced Customer Service Associates (CSAs) to rely on multiple disconnected resources, increasing handling times, lowering resolution rates, and adversely impacting the overall customer experience (CX).
The Solution
To address these issues, Sutherland implemented a research-driven, content-enablement strategy that redefined how support content was created, managed, and delivered across channels. This solution featured the development of comprehensive, modular knowledge base (KB) articles tailored to product-specific issues, ensuring relevance and precision. By deploying content optimized for omnichannel delivery—spanning phone support, chatbots, voice assistants, and social media—we enabled seamless access across all customer service touchpoints. The approach prioritized delivering “First Time Right” results through structured, intuitive content for rapid issue resolution.
Leveraging data-driven insights and technical support analytics, we identified and addressed high-return product categories with targeted content strategies. Using advanced authoring standards like DITA and XML, we ensured scalability, consistency, and superior content quality. A dedicated team of skilled content creators further enriched the knowledge base with diverse article types, including setup guides, troubleshooting manuals, FAQs, and policy documents, collectively transforming the client’s content ecosystem into a powerful enabler of operational excellence and customer satisfaction.
The Outcome
The implementation of Sutherland’s advanced content strategy delivered significant business outcomes, driving measurable improvements across key operational and financial metrics. By reducing product returns through enhanced customer guidance and self-service support, the client achieved annual savings exceeding $300 million. Customer experience (CX) saw a marked improvement with reduced handling times and higher first-contact resolution rates, elevating customer satisfaction and loyalty.
Optimized content for high-return product categories minimized unnecessary returns, directly contributing to increased product revenues. The strategy also enhanced the content lifecycle’s value, ensuring its utility and scalability across multiple service channels for consistent and efficient customer interactions. Additionally, the program’s visibility and impact were amplified, enabling faster access to advanced technical support and reinforcing the client’s commitment to superior service delivery.
Sutherland’s tailored content strategy not only addressed immediate operational challenges but also delivered transformative value to the client. By combining advanced tools, modular content design, and data-driven insights, the solution empowered the client to reduce return rates, enhance customer satisfaction, and achieve significant cost savings.
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Retail, Marketplaces, and Consumer Packaged Goods
