Global Coffeehouse Chain
Right content, right device, right time
When an employee survey revealed “information overload” as a major stress factor for a client’s global employee base, it was a call for action.
By understanding the system users and their roles, we were able to provide an effective digital working environment that allows access to relevant information without the need to hunt around for common documents and tools.
Using the SDL Docs platform, we transformed a chaotic influx of content into a unified, relevant information experience for more than a quarter million global users of the world’s largest coffeehouse chain.
Assessing the problem
The content ecosystem was becoming overwhelmed with various manuals, training guides, planning guides, support forums, weekly updates, call center support, standards and guidelines, new promotions, etc. leading to an overwhelming amount of repetitive and confusing information.
There were too many documents in too many places and employees were struggling with locating the company information they needed, when they needed it.
Building the right strategy
We first had to establish exactly who we were solving the problem for. In this case, it was the employees tasked with delivering the customer experience. The employee journey is the foundation to any successful customer journey. A company cannot focus on an excellent customer experience without first enabling their employees with the proper tools to deliver that experience.
We proceeded with mapping the employee journey to explore and build personas that considered both security and departmental variables. This process enabled us to understand persona obstacles from a more in-depth level. This exercise was crucial in helping us identify key constraints, signposting, usability pain points, and opportunities for increased efficiencies.
In general, employees were struggling with:
- Information overload due to multiple sources
- Delayed information delivery
- Difficulty in searching due to the inconsistent use of taxonomy, keywords, with multiple versions of documents, resulting in duplication of efforts
The burden of information overload at the user level was being further compounded by decentralized content management and manual processes at the central level. This led to duplication, inaccuracies, inaccessibility, and an overall impairment to productivity.
Implementing the right solution
The answer was obvious – provide straight-forward access to relevant content. We needed to provide the right information, at the right time, to the right user, on the right device.
We delivered a three-tier solution:
- Built an enterprise knowledge hub for teams to submit content with strong governance
- Improved content management supply processes to govern a single source of content
- Strategically provided content to the desired endpoints
With the right platform already in place, we had the following strengths to build upon:
- Standard taxonomy editorial workflow
- Structured, content repository
- Searchability, findability, and usability
- Content re-use and sharing
Delivering the right results
With a harmonized content ecosystem, we were able to provide more accurate and relevant search results from multiple sources in a single, unified search experience. Content is now accessible for the end user on the devices, endpoints, and systems needed.
We delivered not only a robust, centralized system to manage content across the organization, but a fluid content experience for over a quarter million users of the world’s largest coffeehouse chain.
Are you delivering content the right way?
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