CUSTOMER ENGAGEMENT: A MULTI-ChANNEL Approach with Xoserve
The brief_
Xoserve, the Central Data Service Provider for the gas industry, provides training for gas professionals who are looking to develop their understanding of how different elements of the industry work together and how their role impacts the wider industry.
Xoserve wanted to expand its training materials for customers, to enable them to learn outside of their formal face-to-face training sessions.
Optimising for online engagement
We began by breaking down one of Xoserve’s training packs into a series of topic-led chapters. We then considered the best way to communicate the key messages within each chapter, identified the ideal format for the content of each chapter and ensured there was a mix of materials to help keep audiences engaged.
Accessible content
We replaced the 86-page deck with:
2 x explainer videos
3 x infographics
1 x process booklet
In each asset, we focused on breaking down the complex information involved into easy-to-digest, accessible content that was well-suited to an online audience.
The results_
Xoserve’s training team launched the new materials online, hosting a homepage takeover week and carrying out a social campaign to promote them to a wider audience. The training team has also been using their new assets within their face-to-face training days and have been delighted by the response from their customers.
These materials have been so well received by Xoserve and its customers that The Marketing Pod was subsequently tasked with overhauling two of their more detailed and technical training modules.
“We are so pleased with the new training materials The Marketing Pod has created for us, and our customers are too. The Pod team has taken some incredibly detailed, complex information and made it really engaging and accessible for all of our audiences - regardless of whether they have worked through the content online or during our training days. This has enabled us to stay connected to our customers during a very challenging time.”
— Tahera Choudhury, Xoserve’s Training and Execution Lead