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Beyond the web Customer service center content strategy
Confab Central 2015
help
We hear a lot about creating fans
ldquo51 per cent of US consumers switched service providers in the past year due to poor customer service experiencesrdquo
Source Accenture 2013 Global Consumer Pulse Survey
Top customer content frustrations
Self-help sites and systems that canrsquot answer my questions
Not being able to understand the information provided to me
Too much paperwork or online forms
Source Accenture 2013 Global Consumer Pulse Survey | Icons by Norbert Kucsera amp SuperAtic LABS for the Noun Project CC30
There has been too much focus on the funnel
Why we should pay more notice
Contact with the customer
Better for the bottom line
Everything is measured
Icons by Norbert Kucsera for the Noun Project CC30
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
help
We hear a lot about creating fans
ldquo51 per cent of US consumers switched service providers in the past year due to poor customer service experiencesrdquo
Source Accenture 2013 Global Consumer Pulse Survey
Top customer content frustrations
Self-help sites and systems that canrsquot answer my questions
Not being able to understand the information provided to me
Too much paperwork or online forms
Source Accenture 2013 Global Consumer Pulse Survey | Icons by Norbert Kucsera amp SuperAtic LABS for the Noun Project CC30
There has been too much focus on the funnel
Why we should pay more notice
Contact with the customer
Better for the bottom line
Everything is measured
Icons by Norbert Kucsera for the Noun Project CC30
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
We hear a lot about creating fans
ldquo51 per cent of US consumers switched service providers in the past year due to poor customer service experiencesrdquo
Source Accenture 2013 Global Consumer Pulse Survey
Top customer content frustrations
Self-help sites and systems that canrsquot answer my questions
Not being able to understand the information provided to me
Too much paperwork or online forms
Source Accenture 2013 Global Consumer Pulse Survey | Icons by Norbert Kucsera amp SuperAtic LABS for the Noun Project CC30
There has been too much focus on the funnel
Why we should pay more notice
Contact with the customer
Better for the bottom line
Everything is measured
Icons by Norbert Kucsera for the Noun Project CC30
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
ldquo51 per cent of US consumers switched service providers in the past year due to poor customer service experiencesrdquo
Source Accenture 2013 Global Consumer Pulse Survey
Top customer content frustrations
Self-help sites and systems that canrsquot answer my questions
Not being able to understand the information provided to me
Too much paperwork or online forms
Source Accenture 2013 Global Consumer Pulse Survey | Icons by Norbert Kucsera amp SuperAtic LABS for the Noun Project CC30
There has been too much focus on the funnel
Why we should pay more notice
Contact with the customer
Better for the bottom line
Everything is measured
Icons by Norbert Kucsera for the Noun Project CC30
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Top customer content frustrations
Self-help sites and systems that canrsquot answer my questions
Not being able to understand the information provided to me
Too much paperwork or online forms
Source Accenture 2013 Global Consumer Pulse Survey | Icons by Norbert Kucsera amp SuperAtic LABS for the Noun Project CC30
There has been too much focus on the funnel
Why we should pay more notice
Contact with the customer
Better for the bottom line
Everything is measured
Icons by Norbert Kucsera for the Noun Project CC30
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
There has been too much focus on the funnel
Why we should pay more notice
Contact with the customer
Better for the bottom line
Everything is measured
Icons by Norbert Kucsera for the Noun Project CC30
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Why we should pay more notice
Contact with the customer
Better for the bottom line
Everything is measured
Icons by Norbert Kucsera for the Noun Project CC30
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Content plays a critical role in customer service centers
httpwwwflickrcomphotosplantronicsgermany CC20
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Types of content
bull Product guides
bull Social media
bull Forms
bull Web content
bull Intranet content
bull Knowledge bases
bull Instant chat
bull Email and letters
bull Scripts
bull Fact sheets
bull CRMs
bull FAQs
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
But they suffer from silo syndrome
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Web content ne customer service content
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
But on the website it says ldquohelliprdquo ldquordquo
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
We must improve the experience for the customer and the operator
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Create content with empathy
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Having completed our review of your claim we have avoided the cover due to the Late ltinsert insured persons namegtrsquos breach of their duty of disclosure in their application for the ltname of productgt Policy As a result of this decision no benefits are payable
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Create content with empathy
Use the appropriate tone Respect privacyamp personal info Use clear familiar language
Icon by Stepan Prokop for the Noun Project CC30
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Optimise for the operator
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Optimise for the operator
Improve internal search Tag content properly Use logical file names amp URLs
Icon by Arthur Shlain for the Noun Project CC30
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
CMP_S10pdf
CMP_S11pdf
CMP_S12pdf
CMP_S13pdf
CMP_S2pdf
CMP_S3pdf
CMP_S4pdf
CMP_S4apdf
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Design better forms
httpwwwflickrcomphotosteegardinCC20
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Design better forms
Only ask for what you need Make instructions clear Group questions logically Focus on good flow
Icon by Scott Baker for the Noun Project CC30
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Complete this field if you were not the driver
Do not complete this field if you were the driver
Photocopied forms are not permitted
No photocopies are permitted
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Think format and structure
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Think format and structure
Know how content will be used Include headings amp subheadings Design for scanning
Icon by hatayas for the Noun Project CC30
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Plan the right workflow
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Plan the right workflow
Include content in workflows Capture feedback amp updates Create a maintenance plan
Icon by Candice McCollough for the Noun Project CC30
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Case study Legal Aid Queensland
httpwwwflickrcomphotosalancleaver CC20
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Legal Aid Queensland call centre
Client service officers
Use legal info page as reference
Calls a month
16
60
12k
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Top legal information pages (out of 180)
1 Criminal convictions
2 Driving and licence offences
3 Having sex
4 Do I have to talk to the police
5 Young driver laws
6 Drink driving offences
7 Collection and enforcement of child support
8 Parenting orders
9 Car accidents
10 Leaving home
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
What we had to consider
bull Legal terms vs client terms
bull Pages would be read out loud
bull Vulnerable clients should seek legal advice
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Our approach
bull Call centre visit
bull Interviews analytics
bull Inventory amp qualitative audit
bull New digital style guide
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Case study Sunsuper
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Sunsuper customer contact centre
Call centre staff
Emails a week
Calls a week
86
450
10k
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Sunsuper direct communication
Member statements per year
Posted letters
Email marketing (EDMs) per year
11m
2m
21m
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Sunsuper templates
Templates
Customer service email templates
500
75
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
What we had to consider
bull Superannuation is complex amp heavily regulated
bull People care about different things at different life stages
bull We wanted to encourage people to use Member Online
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
Our approach
bull Existing template review against web content
bull New template that structured emails consistently
bull Tone of voice guidelines and standard calls to action
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
In summary
bull Create content with empathy
bull Optimise for the operator
bull Design better forms
bull Think format and structure
bull Plan the right workflow
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
CONTINUE THE CONVERSATION Say hi
Sally Bagshaw
sallysnappysentencescom
snappysentences
