TELUS is a communications company in Canada and provides products and services, ranging from internet and entertainment to video and IPTV TV.
They reached a point in their progress when they needed to create a better user experience, a seamless user experience.
In order to make that possible, TELUS invested in its content management structure using Contentful, the scalable and quick customer-focused content solution.
Content lay at the core of overcoming the complex challenges that TELUS was facing. To respond to the growing customer support calls they were receiving, more content production was thought to be the solution.
However, new solutions tend to generate new challenges. And in this case, these included a lack of consistency in structure and tone, disjointed articles that contradicted one another, misleading category names, and oversaturated content.
And so, to overcome these growing complex issues, TELUS drew out the roadmap to follow. The ambition was:
- To create a governance program that would be scalable across all areas of business.
- A place where they could organize their existing knowledge base of thousands of articles, videos, and other content on their contemporary CMS.
- To centralize workflows from multiple systems into one coherent process.
- A CMS that enforces brand consistency with support from the platform.
Taking these into account, TELUS began to build their new content vision with Contentful.
What they managed to do was refresh the product design through a whole new user experience, making it easier to find content across multiple touchpoints. Their new design included updates in categories and a fresh article design.
Their project built a new content strategy, which guides owners of content in how to categorize, display, and update content in addition to rules on how to optimize it for SEO and discoverability.
Also, TELUS carried out a content migration, which gave them a structured repository for content, and with the content management API of Contentful letting TELUS to upload content programmatically.
Making customers happier
By investing in their digital infrastructure, TELUS was able to reach multiple milestones, which included being able to align with the latest tech stack, becoming compliant with the evolving standards for the brand and its security.
It was also able to develop operational efficiency through curation of content, tech maintenance, and overall content management.
In addition, it was able to quickly cut down on customer support costs and drive a 100% increase in visits from the contact us page to the new content support experience.
That wasn’t all the stats that they garnered. They also found a 17.5% increase in article traffic from organic searches, a 10% increase in article traffic from within the website, a 9.2% decrease in visitors entering the site at the contact us page, and a 10.2% decrease in support visitors that go to the contact us page.