Lithys 2017: Veritas Technologies - Digital CX All-Star

Lithys 2017: Veritas Technologies - Digital CX All-Star

At Veritas, we believe a connected brand experience for our customers, partners, and employees is effective in gauging interests and needs, and providing a seamless customer experience.

 

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Veritas_Logo_RED_1000x197_1.jpgCompany: Veritas Technologies LLC.

Entry submitted by: Tyler Welch, Director of Brand Experience

Community: VOX

Lithy category:  Digital CX All-Star  

 

Veritas has the privilege to help the world’s organizations - including 86% of the global Fortune 500 - collect, protect, analyze and optimize their data, even in the most demanding environments. Every one of our information management solutions – from business continuity to back up and recovery to software defined storage and information governance – is designed around the principle that information is more important than infrastructure.

 

Our digital customer experience

 

As a result of its separation from Symantec in late 2015, Veritas Technologies LLC. was at a meaningful inflection point – a period of great potential, regarding customer and partner relationships.

 

At Veritas, we believe a connected brand experience for our customers, partners, and employees is effective in gauging interests and needs, and providing a seamless customer experience. A thoughtfully designed online community plays an important role supporting this belief as it allows for an open forum for conversation, ideas, connection and learning.

 

In partnership with Lithium Technologies, VOX (Veritas Open Exchange) was launched in July 2016 as the epicenter of on-domain interaction and engagement between our audiences. We see VOX and the technology platform for which it sits as our user-generated content management system. We made a big- bet with the Lithium allowing for a syndication of what we call “content objects” across our community, Veritas.com and social channels in order to create a blended, seamless experience.

 

With Veritas re-emerging as separate distinct enterprise after the Symantec-separation, we truly needed to rearchitect our CX from the ground-up to ensure that customer and partners could easily re-connect with us – and re-connect with one another. This ‘re-boot’ also entailed a full overhaul of our website and complete rebuild of our branded social channels. But, we also understood that separation was a unique – and potentially disruptive – event and that our customers and partners needed a place to gather and ask questions. They needed an open exchange. And thus, VOX was born.


Our connected brand experience has initially manifested through following design decisions:

  • Flat design blending thought leadership, product/solution marketing, product usage and support content allowing members to engage on topics based on business objective and role. 

 

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  • Content syndication across digital properties through blogs allowing “content objects” to appear across Veritas.com social and service portals.

 

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  • Offline event integration allowing for content syndication reaching a global audience of virtual conference attendees. 

 

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Benefits of having both a community and a social media management platform

 

VOX the platform developed by Lithium for Veritas, in accord with the Lithium SMM platform, help the Veritas teams efficiently and effectively identify, understand, and ultimately, engage those customers, employees, and partners invested in the VOX community.

 

As Veritas separated from Symantec, our investment in VOX facilitated customer, partner and employee transition experiences through a hub for conversation. We looked to our community and social media platforms as essential tools to ensure continuity for our customer and partners through our transformation – particularly for our most technical users.

 

Employing a suite of tools that covered both community and social channels also, importantly, enabled us to enlist multiple organizations in the customer experience. The Marketing, Product, and Support organizations all play key roles in engagement across these platforms. As a result, we’ve positioned these tools inside the organization as true ‘enterprise platforms’ – and as shared assets for standardizing how the company engages with customers online. This has also allowed us to begin rolling out standardized and sanctioned employee training through our learning management system infrastructure. Employees can not only get trained, but also certified for social engagement – something that wouldn’t be possible without a common platform.

 

Our digital CX results

 

Upon launching VOX in mid-2016, our objectives were to drive awareness and promote engagement by measuring registrations, member entrances, unique visitors and page views.

 

To date, we’ve witnessed 9K registrations, 68K member entrances, 1.3M unique visitors and 4.5M page views – a success well-beyond our initial expectations. Community growth, as measured by net-new registrations, is a topline KPI for Marketing and we are far ahead of our goal. In FY17, we more than doubled our goal in multiple quarters.

 

During our Vision event in September 2016, our executive keynote sessions were streamed live via VOX allowing us to double event attendance through virtual Vision attendees in over 34 countries.


In partnership Lithium, we completed the successful migration 8 years of user generated content and over 250,000 customer records providing a seamless organizational transition experience across our core audiences.

 

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