How Which? Editorial and Digital Support has been combined to monetise customer journeys

Written by Michael Smith on the 16th of May, 2017

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Which Computing are one year past the launch of their intelligently designed Help Centre and according to Editor, Richard Parris ‘we wouldn't be without it’.

Since launching in May 2016, it’s had 180,000 unique visitors. The majority are from a loyal customer base of 200,000 magazine subscribers, who are referred to Help Centre when looking for troubleshooting advice.

Most remarkably, the Zendesk-powered Help-Centre has ensured that this did not simply result in 180,000 enquiries to the contact centre. Ticket deflection has been core to everything with the help-desk team dealing with around 18,000 direct queries from a contact form alone and a vast proportion of the base now self-managing.  

Incredibly that means for 1-in-10 visitors getting in touch, Which can focus on giving them the best solution possible, trusting in Help Centre content to deflect visitors with the solution they need on the spot.

Those who do get in touch have enjoyed a customer satisfaction score of 91% as the result of the team using the same dynamic content to resolve issues.

And every single query has been a powerful bundle of insight about their audience. Back-end customer support tools within Zendesk mean Which Computing can analyse tens of thousands of customer queries instantly and easily.

All of this insight is delivered instantly, updated hourly, and has transformed the approach to commissioning editorial content. These innovations are forming the backbone of a revolutionised business strategy for the Which? brand, wherein it can combine outstanding, relevant magazine and online content with direct 1-2-1 support and advice.

Which’s insight gathering has been so successful, that the Which? Computing Helpdesk team recently attended the prestigious British Media Awards and were proudly shortlisted in the 'Best Use of Customer Data' category narrowly losing to The Economist!

This strategic approach to Help Centre has caused Google to rank Which’s high quality Help Centre content to the extent that it’s content is becoming the top result when searching for advice.

For Editorial teams in the publishing industry, this is an extremely powerful use-case which ultimately can drive customer loyalty and marketing strategy to new levels in terms of CSAT and ROI. Marketing Directors should also take note: monetizing customer journeys starts with providing a one-to-one experience and enhanced service level, not wasteful SEO and other poorly targeted campaigns.

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