Content transformation puts product roll-out back on track

The Challenge

Early in the video conferencing era, a Fortune 100 company was among the first to market a video conferencing product for businesses. Set to revolutionize how businesses communicate, the initial rollout was plagued with a high volume of support tickets. Users could not easily access information regarding the product to troubleshoot themselves and had to rely on technical support for even simple answers. The result was escalating support costs and low customer satisfaction. Businesses struggled to utilize the product effectively, and entire teams were affected. 

The company was desperate to find a way to offer improved support services and reinstate trust in their product and with their clients.  

During the go-to-market phase, organizations primarily focus on adoption, scalability, targeted marketing, and security. A content strategy is not at the top of their list. In this case, the lack of a content strategy led to adoption and stickiness challenges. Content has become an integral part of a SaaS product's user experience in the last decade. The right content guides users to the right features and exposes the platform's strengths. Stickiness was further improved by providing a personalized approach without human interaction.  

Our Solution: A centralized content hub integrated into the client’s existing infrastructure 

Our content transformation solution was designed to maximize the useability and findability of product information for anyone looking to troubleshoot or learn more about it. By incorporating a centralized hub of product information, the content was made available in a variety of formats beyond PDF to bring the content to life and make it easier to find, consume, and engage with. 

By equipping the centralized hub with API access, the hub was seamlessly integrated with the existing infrastructure, providing a way to exchange and update information within the hub easily. The API also enabled the hub to be “future-ready” and scalable.  

In addition, to help reduce issues with the product itself, Innovatia adopted an Agile approach, allowing teams to collect and analyze data on the top customer issues and turn that data into an improved product experience and more robust solution to the high volume of support requests. To ensure long-term success, Innovatia also designed and set up a training program to ensure all current and future team members knew the relevant tools and guidelines for requesting, modifying, and removing shared content components as new versions were released.   

The team tasked with managing the content had a complete system that included content models, templates, style sheets, customizations, metadata, and taxonomy. This system allowed the team to manage and continue to develop and deliver the product’s documentation on an ongoing basis through upgrades and redesigns.