Dixa presented an exciting opportunity to help build an up-and-coming tech brand and establish it as a competitor worthy of, and superior to, the giants that have traditionally dominated the customer service software industry.
From creating a compelling product narrative, introducing three recently-acquired companies into the core Dixa platform story, to building a thriving blog and reconceptualizing and optimizing messaging across all mediums and channels—multiple times—I did just that.
Because it operates in such a competitive space, where companies regularly spend millions on paid search and display, my team and I needed another way in.
So, we found our champion persona, customer service managers, and built a world for them.
I started with the blog. By focusing on answering common questions and establishing Dixa as a knowledgeable and friendly standards-bearer for customer service, our writers were then able to delve into more complex and far-ranging topics, like customer loyalty, growth, and market trends. By making sure each of these articles targeted high-growth keywords, I was able to build organic search into Dixa’s number one acquisition channel.
Dixa.com is Dixa’s single largest advertising tool and every page needed to speak the same language, address the core problems of the champion, tell a story, and convert as many visitors as possible.
You can find a selection of my writing below. If you’d like to hear more about the content and brand strategy that I created for Dixa, let’s talk.
“Empathy in customer service” is one of Dixa’s most important long-tail keywords, mainly due to the success of this blog post. I wrote it in order to help customer service leaders learn how to foster this important soft skill in their teams, as well as to illustrate the link between empathy for customers and a healthier bottom line. It’s informative, on-brand, and optimized for search – the holy trinity of blog writing.
Read full articleOne of Dixa’s USPs is its built-in knowledge base. Most customer service platforms only offer knowledge base integrations, so highlighting that this is Dixa’s own solution was key. The benefits of a built-in knowledge base are myriad, but information accuracy and reduced onboarding time top the list. I highlight these, among other, benefits in the informative yet conversational tone of voice that I developed for Dixa.
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This email is part of a nurture flow to reactivate dormant leads. I create a sense of intrigue with the subject line—On Running and Roger Federer are household names, but what do they have to do with each other? Or chatbots for that matter?—and then immediately address it in the opening sentence. I offer social proof, while pointing to Dixa’s website where they can read the case study and engage with other content.
Post-pandemic, the Great Resignation made headlines the world over. I wrote this blog post to capitalize on increased search traffic for the phrase. It was one of Dixa’s most-clicked pieces of content in awareness ads and drew in increased search traffic for the period of time that the Great Resignation was top-of-mind.
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Customer service agents spend a lot of time each day hunting through different tabs and applications to try and gain a holistic view of a customer’s issue. With Dixa, they only need one screen. I conceptualized and wrote the Dixa Agent Hub product page as an answer to agents’ daily overwhelm as well as their managers’ stress: one central workspace where agents spend their days fully-enabled to deliver superior service.
View product pageI wrote this blog post to target the keyword “reviews,” and specifically “online reviews” and “customer reviews.” It’s one of the first blog posts I wrote for Dixa and is still one of the articles that brings in the most traffic.
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The Dixa Conversation Engine is the heart of the platform, bringing together intelligent automations and features that give customer service leaders the ability to shape conversations to be as meaningful and efficient as possible. I focused on value-led messaging that spoke directly to customer service managers and the problems they face.
View product pageWhen ChatGPT took the world by storm earlier this year, there was a lot of excitement in the customer service community - but also some worry. Would the human element of customer service disappear completely? What would customer service look like in 3 years? 1 year? 6 months? Dixa recently made public a suite of new GPT-powered features, and I created the messaging and launch materials, including this press release.
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In an increasingly crowded marketplace, customer service is fast-becoming a key differentiator. But sometimes, despite best intentions, a customer slips through the cracks. In this blog post, I dive into three ways that customer service leaders can reduce customer churn.
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