SEO-led strategy to improve Customer Support Centre | Shell Global | Case Study
Digital content is the first and often the last point of contact for customers in a state of urgency. A global SEO strategy produces many benefits for both customers and support agents.
Client: Shell Global
Site: https://support.shell.de/hc/de
The problem was hundreds of thousands of customer support tickets floading the Support agent phone lines but the majority of these were simple FAQs that delayed agents from resolving complex high-impact support tickets. It was a pattern across multiple markets.
The scope of work required a data analytics analysis, keyword research, content auditing, client team upskilling and performance benchmarking. The global strategy was used across 3 different markets from Europe to Asia.
After strategy and planning sign-offs, the execution was done in short turnarounds depending on each local market team's response time to specified milestones. With roughly 3 month timeframes, the post-implementation reports proved it all to be worthwhile ROI.
The post-90 day results were a reduction in the average number of Customer Support Centre self-serve tickets by 43% and an exponential increase in organic traffic to Support pages by 8,848%+
It meant thousands of Customer Support agent calls were reduced and online support page traffic went from inconsistent <100 monthly visitors to 2.2k+ monthly visits. It can be expected that the organic traffic will grow, more satisfactory customer experiences, and overall site visibility Growth.
