Providing exceptional experiences to customers is no simple task – especially when you have over 191 million of them like Mastercard! But innovative companies find innovative solutions to meeting the complex needs of a staggering volume of diverse customers. The king of all KPIs providing insight into customer health is CSAT (customer satisfaction). So when Mastercard’s CSAT started to drop, they knew it was time to take immediate steps to evaluate and resolve the issue.
Addressing the Challenge
Mastercard set about analyzing what was impacting their customer satisfaction score and eventually found a perhaps surprising answer: their product content was not user-friendly. Customers reported finding it difficult to search for and access the right content that they needed. The Mastercard team wanted to fix this and fix it fast. In steps Jill Sheffield. Jill Sheffield has been working at Mastercard for over 13 years. She began her tenure as VP of Network Operations, and about two years ago, took on the role of VP of Content Strategy and Development. She brought with her a unique perspective in that she didn’t have a background in content production.
“I thought documentation was simply creating a document describing how to use Mastercard,” explained Jill in a recent webinar that outlined the company’s quest to improve customer satisfaction. “Boy was I wrong.”. Entering an entirely new world of complexity, she began looking for a way to increase customers satisfaction through their content experience.
Jill had the Mastercard Customer Experience team perform research on what an enhanced customer experience would look like. Their most important finding was that customers wanted product content that was “easily digestible, actionable and relevant.”
“The content needed to be an asset, not a burden”
Mastercard was already sitting on tens of thousands of pages of content, so the solution certainly wasn’t to just create more. Instead, they needed to help users easily access the right content for their needs. One of the main pain points in the content production process was that each piece of content was created individually by different teams who were not aligned with each other, causing duplicates in the system and, worse, confusion to the reader. They needed a solid cohesive documentation portal to unify and streamline access.
“The customer experience is at the forefront of what we do. So I had to ensure we honored our commitment to our customers and delivered an elevated customer experience,” explained Jill in the webinar. Even with her new role as VP of Content Strategy and Development, she kept the end-game in mind – to provide a positive experience for her customers.
Jill put together a core information architecture team whose mission was to ensure that customers visiting their new documentation portal could access the information they need in a timely manner. This portal would also act as the integration point between the authors, technology team and the taxonomists helping to create that seamless Mastercard experience.
Building a Positive Content Experience
The team searched for a way to deliver a scalable and personalized user experience by proactively delivering relevant technical documentation. Mastercard set themselves a lofty goal: to bring users one step closer to their information needs in five seconds or less.
“The goal became within reach with the integration between Zoomin and IXIASOFT,” explained Jill. By implementing these two solutions, the team had an updated content template that allowed the authors to self publish content. It also improved the users search experience through a synonym and acronym depository. Faceted Search is key to any good search experience because it allows you to increasingly narrow your search to arrive at just what you need. Through this implementation the Mastercard team also were able to automatically translate content, gain actionable insights into how users were finding and interacting with specific content, self-curate & personalize content and introduce better findability using SEO tools. This meant scalability for Mastercard. With clear, easy to manage and simple to publish content, both the employee and customer experience changed for the better.
Mastercard is now able to publish and deliver content in one cohesive, organized documentation portal, in addition to delivering a personalized content experience based on each individual user’s needs. Interestingly, in streamlining the way they delivered product information to users, the Mastercard content team saw substantial gains in internal productivity too. The solution provides authors the ability to single source their content, keeping content easily up-to-date across all forms of media.
“Implementing Zoomin and Ixiasoft allowed us to save time and focus on what would drive value for our customers,” shared Jill, “Now we have a streamlined process which saves numerous hours of production time. We have boosted productivity and elevated the customer experience.”
Watch the full webinar here.