Brand: Experian

Role: Content Strategy Manager

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Who are we? Who are they? How do we speak to our customers?

 

These questions demanded answers in the form of research, testing, buy-in, and innovative content design practices.

 

So I stepped in.

 

Creating the CX voice + tone guide at Experian was the most challenging project of my career up to that point.

 

It took me a year to work the CX C-suite and gain buy-in across the D2C organization as a whole before drafting, circulating, and testing the work.

 

Ultimately, the guide's success became a rallying point for all CX teams who needed to the answer to grammatical and syntax questions ("Oxford comma or not?"), but more importantly, craved an understanding of our persona as a brand and our relationship with the consumer.

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