Creating a comprehensive support content framework

Problem

Nationwide faced a significant challenge as their call centres were inundated with simple product-related queries, which triggered the need for a substantial enhancement of the product support content online.

Process

In my role as a Senior Content Designer, I was initially part of the knowledge base team and quickly identified the technical and tone of voice limitations of using an internal knowledge base as a direct feed for the website.

To overcome this, I devised a new process that integrated insights from website feedback, knowledge base usage, and web analytics. This process was presented to the business, leading to the allocation of additional resources to support the content development.

I spearheaded regular communications with senior stakeholders and led collaborative sessions with content designers, product owners, and legal and compliance teams to iteratively refine the support content.

Solution

Working closely with another content designer, we meticulously mapped out each support article, establishing a clear structure and hierarchy to ensure the content was user-friendly and featured a distinct Call To Action (CTA).

This approach was designed to guide users effectively through their support queries, aligning with Nationwide’s tone of voice and reducing the need for call centre support.

Result

The implementation of this comprehensive framework of support content significantly alleviated the pressure on call centres by reducing the volume of calls. The content not only met the users’ needs but also resonated with the brand’s voice, providing a seamless online support experience.

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