Mastercard
Mastercard has been a household name for decades and continues to be one of the top names on the planet for credit and debit card solutions.
The challenge
Having learned from user data that customers couldn’t find content on its website, Mastercard wanted to tune its search engine. It also wanted to analyse its web and print deliverables to learn where it could make improvements to audience experience. At the same time, Mastercard wanted to lay the data foundations for future-proofing its content for chatbots, data feeds, and advanced technologies.
How we helped
Mastercard invited Urbina Consulting to help it create an omnichannel-ready and future-proof content strategy.
After surveying and interviewing the company’s user population and mapping customers’ online journeys, we learned that users couldn’t find content due to flawed content models, inconsistent metadata tagging, and divergent writing styles.
The Urbina team presented and implemented recommendations to
- restructure its content models using improved structure
- establish writing guidelines
- standardise metadata application (semantic tagging)
- simplify the portal delivery experience, and
- refresh the user experience and user interface design.
Although the search engine had been put up as the main thing to fix, meaningful (i.e. “semantic”) tags and structure were a major performance booster. The team was retrained, and systems reconfigured to embed meaningful tagging inside documents as authors created. This made documents more consistently structured, and automatically built in a machine-readable layer into the content itself.
This combination of better-thought-out structures for humans, and embedded meaningful tagging for machines improved both human and machine navigation and understanding of the content. Humans could find what they wanted, and machines could better interpret, present, and link based on meaningful data templates that improved how the content could be delivered in multiple formats and channels. This was immediately impactful.
In a controlled test, using both focus groups and self-paced online surveys, Urbina Consulting asked Mastercard customers to find answers in highly technical content before and after our improvements. We measured the results according to four metrics:
- Time to find an answer, which was measured in seconds
- Overall customer satisfaction (CSAT)
- Confidence that their answer was correct
- Accuracy, which we measured as a function of whether the user found the correct answer, found an incorrect answer, or declined to answer
The goal was to increase CSAT with content by 5%. The results vastly exceeded goals:
- 45% increase in CSAT with the overall experience
- 42% increase in speed in customers finding their answers
- 43% increase in confidence that the content was accurate and actionable
- 257% increase in factual accuracy of answers
Urbina Consulting left Mastercard with the tools to make customers happier and quantifiable proof that the engagement was worthwhile.
Watch the video
Watch our joint presentation with Mastercard.
Session abstract
This session looks at the common mistakes that content teams make when developing their content measurement strategy and how to fix them. Attend and learn to position content in a way that resonates with the organisation that funded it, and the users who consume it, by focusing measurements on customer journeys and top user tasks.
Despite having more raw data than ever on content and user experience, content teams still measure their output with metrics like simple hits, likes, clicks, and shares. Instead, we should be measuring whether it fulfilled its reason for being.
We will walk through examples where organisations, including Mastercard, have changed their measurement mindset and achieved 10s and 100s of per cent improvement on their key content metrics.
What you’ll learn
- The common pitfalls in the content measurement landscape
- How to change the internal discussion around content to focus on what managers and users care about
- How other organisations were able to make high-impact changes and redesign content to work better on all channels