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What to speak with a business process consulting expert?

Discover how TELUS Digital’s business process consulting experts helped a leading telecommunications company drive improvements in its customer service delivery and efficiency.

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Maximizing profitability in telecom: leveraging customer insight for digital transformation excellence

Discover how knowledge management can boost organizational success. Explore challenges, best practices, trends and more.

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Navigating knowledge management: A complete guide for success

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Explore how TELUS Digital supports a global leader in short-form video content with moderation and ad review services to protect and enhance their brand reputation and facilitate rapid growth.

Discover how TELUS Digital supports a global leader in short-form video content with moderation and ad review services.

Prioritize trust and safety

Strengthening a global social media giant’s brand reputation

Discover digital customer experience success stories and insights from leading financial services brands that can be applied across industries.

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Lessons in customer experience from leading banking and financial services brands

Watch this recorded webinar from Everest Group and TELUS Digital (formerly TELUS International) for new insights to help you skillfully transform your digital customer experience.

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How to supercharge your CX with AI-fueled digital transformation

On this episode, we explore how eco-friendly apparel brand Frank And Oak evolved its business model to adapt to customer expectations — and how data, feedback and technology are used to optimize its CX strategy.

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What is the Frank And Oak secret for adapting to changing customer preferences?

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COMO E-book 2024 - AI Content Moderation Success

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COMO Ebook 2024 - Hire for Resiliency 

COMO Ebook 2024 - Well-being

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COMO Ebook 2024 - Leverage Technology

Access leading content moderation strategies and trends

Develop an agile content moderation strategy

Want to speak with a content moderation expert?

This e-book explores:

Inappropriate user-generated content is on the rise

Exposure to toxic content impacts customer experience

New digital experiences will pose new challenges

Three reasons why content moderation is essential 

Hire for resiliency

Take a holistic approach to well-being

Leverage technology

Discover best practices for protecting the protectors

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As the digital landscape continues to change, it is more important than ever for brands to stay up-to-date on content moderation best practices.

To help take your content moderation strategy to the next level, read on to gain an in-depth look at how digital content is evolving, what technology is available to help, how new and existing regulations could impact operations and more.

Organizations have a responsibility to create and maintain digital experiences that are truthful, welcoming and safe. Learn how brands can keep pace with the growing levels of user-generated content (UGC) to build trust with their customers and protect their reputation.

Learn how brands can keep pace with the growing levels of user-generated content (UGC) to build trust with their customers and protect their reputation.

The future of content moderation: Strategies and tools for 2024 and beyond

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The words "product-market fit" have adorned tech industry pitch decks for some time. It's a simple concept, really, and something all successful businesses need to prove. To achieve product-market fit, the product(s) you offer as a business must align with the needs of the market. Without such a fit, you might have an idea, but perhaps not a business.

In fact, even if you have product-market fit, and therefore a business, you still might not have a long runway without profitability. This is particularly the case when challenging economic environments make venture capital funding more difficult to come by. That is precisely why scale-ups need to think beyond product-market fit, and strive to achieve profit-market fit.

Harvard Business School senior lecturer Jeffrey Rayport recently described profit-market fit on the HBR IdeaCast podcast. According to Rayport, profit-market fit is achieved when a venture not only shows that it can quickly ramp up revenue and its customer base, but also finds its sweet spot where every new customer brings in additional revenue and incurs only marginal cost. It's at this point, explains Rayport, that a venture "moves towards sustainability."

This major milestone isn't likely to be reached by accident, though. Rather, you need to be deliberate, and deploy strategies to overcome common challenges in the scaling journey.

Many companies, especially those in tech, can be successful in achieving product-market fit, says Rayport during the podcast interview, "But the wheels come off the bus in some way during the scaling phase."

Imagine you head up a start-up that seems destined for unicorn status. You have an app and it's topping the charts. You have customers and your number of active users is going through the roof. To date, your impressive numbers have earned you no shortage of admirers, and by extension, funding. But to get to where you are, you've needed to spend: Your servers, your offices, the growth of your team and a myriad of other costs outstrip the money that your product brings in. As a result, you can't sustain — let alone grow — your business without additional outside funding. Now, facing rising interest rates and economic pressures, that funding looks like it is going to dry up. Put simply, you haven't found profit-market fit — the relationship between the money and the product that enables businesses to steer themselves toward sustainability.

A strong profit-market fit helps you remove internal constraints on your company's growth, and makes you far less dependent on outside funding.

Challenges in establishing profit-market fit

There are, of course, challenges associated with scaling and reaching the point of profit-market fit.

Once there's a good product-market fit, a scaling company must keep up its generated demand and make strides toward product profitability. This brings us back to matters of efficiency — a word that's popping up all across the tech industry and one that's top of mind for start-ups, scale-ups and mainstays alike.  In fact, Meta CEO Mark Zuckerberg even went as far to say, "Our management theme for 2023 is the 'Year of Efficiency,' and we're focused on becoming a stronger and more nimble organization." For tech brands of all sizes, the pursuit of efficiency means keeping costs under control and doubling-down on activities that are generating revenue — but that's not where the work ends.

Other challenges include providing a consistent digital customer experience (CX) as your company grows, and maintaining a coherent organizational culture where people are on the same mission and where their efforts align.

Brian Hannon, global head of customer experience innovation - technology at TELUS Digital, points to the value of experience when facing challenges in the scaling journey. "Achieving profit-market fit is difficult. It's even harder when you're learning every lesson the hard way," explains Hannon. "You can build up a lot of momentum as a hit tech company, but it's easy to run into real challenges if you don't have a firm grasp on how to scale in a sustainable way."

Outsourcing digital CX to reach profit-market fit

One way to scale with efficiency in mind is to outsource aspects of your digital customer experience.

Keeping your CX in-house means dealing with sudden peaks and dips in demand that quickly become costly on the hiring front, to say nothing of the complexities that come serving new markets and establishing operations in new geographies. What's more, outsourcing can save scale-ups from having to bear the full cost and risk associated with big and potentially transformational technological investments.

You can't overlook the value in an outsourcing partner's experience either, explains Hannon. "They'll have worked with countless companies before, and will be able to provide direction from lessons learned. An outside perspective on where you can introduce greater efficiency can be a real asset as you grow."

Today, conversations about efficiency have a way of leading to automation like robotic process automation (RPA). This form of automation provides around-the-clock capabilities, produces replicable results at scale and handles repetitive tasks so your team members don't have to. These capabilities enable automated service channels — such as chatbots and intelligent FAQs — that play an important role in a modern digital customer experience operation. With the expertise of a proficient outsourcing partner, introducing automation becomes less resource-intensive.

"It can feel safe to stick with what you know. But to make the progression from product-market fit to profit-market fit, brands need to keep an open mind to new technologies, and new ways of bringing efficiency."

Outsourcing with TELUS Digital for next-generation, digitally led customer experiences means benefiting from 18 years of history and global reach that has served more than 650 global clients in 30 countries of operation. Reach out today to learn more about how we can help your scaling company achieve profit-market fit.

You've heard of product-market fit, but what about profit-market fit? Learn the difference and how scaling tech brands can achieve it.

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Why achieving profit-market fit is essential for scaling brands

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Implement industry-leading infrastructure

See how we worked with TELUS Communications to design, build and deliver an integrated network design solution that meets the needs of their customers. This video case study, which features leaders from TELUS Communications and TELUS Digital (formerly TELUS International), describes how the partnership led to efficiency gains and an enhanced network defined by high performance, reliability and scalability.

See how we worked with TELUS Communications to design, build and deliver an integrated network design solution that meets the needs of their customers.

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Delivering transformative network design services for TELUS Communications

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Uncover how TELUS Digital’s business process consultants helped a leading financial services brand optimize its operations, enhance its customer experience (CX) and advance its digital transformation journey.

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Streamlining operations and advancing the digital transformation journey of a leading financial services brand

Everest Group Data Annotation and Labeling (DAL) Solutions for AI/ML PEAK Matrix® Assessment 2024

Discover why TELUS Digital has been named a Leader in Everest Group's Data Annotation and Labeling (DAL) Solutions for AI/ML PEAK Matrix® Assessment 2024.

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Discover how TELUS International successfully deployed a robotic process automation (RPA) solution for a leading waste management company to minimize time-consuming tasks and reduce the errors associated with manual data entry.

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Discover how TELUS Digital successfully deployed a robotic process automation (RPA) solution for a leading waste management company to minimize time-consuming tasks and reduce the errors associated with manual data entry.

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See how TELUS Digital (formerly TELUS International) can help card services brands meet rising consumer expectations through high-tech, high-touch customer experiences.

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Access the latest survey results and stay on top of customer experience (CX) developments in 2024 with this new report by Execs In The Know, sponsored by TELUS Digital (formerly TELUS International).

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Execs In The Know: 2024 CX Leaders Trends & Insights

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Explore how TELUS Digital helped a leading frozen food company maintain a smooth and seamless connection between its SAP application and business intelligence tool using robotic process automation (RPA).

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Transform your operations with a cutting-edge RPA solution

Streamlining sales order reporting using robotic process automation

Online research is a cornerstone of the modern travel experience. From TikTok reels to Google Reviews, you would be hard-pressed to find a customer who hasn't combed the internet for inspiration before booking a flight or making a hotel reservation.

According to Expedia's report, The Path To Purchase, travelers view 141 pages of travel content in the 45 days prior to booking a trip on average. The same report also revealed that "page views span content across various website categories, with online travel agencies accounting for nearly half of these page views (67 pages), followed by airline websites (33 pages), hotel websites (16 pages) and meta travel websites (16 pages)."

With travelers spending an extensive amount of time both creating and consuming online content, it is more important than ever for travel and hospitality brands to ensure their customers are receiving accurate information. A robust content moderation strategy is key to establishing trust with guests well before arrival — and maintaining it long past departure.

The growth of user-generated travel content

If you traveled to Rome and didn't post an Instagram picture of a coin being tossed into the Trevi Fountain, did it even really happen? Travelers today are producing online user-generated content (UGC) at exuberant rates, and with this behavior has come the steady decline of published travel guides in favor of travel hashtags.

This new avenue to connect directly with consumers is an exciting business opportunity, providing brands with authentic fresh content that can be used in marketing, personalized customer service and enhanced user interfaces. In fact, travel marketing company Phocuswright conducted a survey of more than 1,000 travelers and found that 72% of travelers are more likely to book a hotel after seeing UGC, while 63% of travelers say they've booked a hotel based on a photo they saw on social media.

On the flip side, however, a survey by TELUS Digital found that more than 40% of respondents said they would disengage from a brand's community after as little as one exposure to fake UGC, while 45% said they would lose all trust in a brand.

The stakes are high when it comes to user-generated content. Fortunately, with the right content moderation processes in place, you'll be able to protect your brand and enhance the overall customer experience

Four ways content moderation can improve the user experience for travel and hospitality guests

In crafting a comprehensive content moderation strategy, certain focal points emerge as crucial considerations. The following are four critical opportunities for travel brands to integrate content moderation into their operations.

Travelers rely heavily on reviews to make informed decisions about their trips and accommodations. According to a survey by TripAdvisor, "Traveler reviews remain a go-to source of information, with 72% of respondents always or frequently reading reviews before making a decision on places to stay and eat, or things to do. The figure is even higher when it comes to accommodation bookings, with four out of five participating travelers (81%) always or frequently reading reviews before booking a place to stay."

Verified and legitimate reviews help maintain a positive image, while fraudulent or biased reviews can tarnish a brand's reputation. For travelers, it can often be hard to tell the difference between a legitimate review and a fake one. Having a robust content moderation strategy in place to identify and combat fake reviews ensures travelers receive accurate information, enables them to plan their trips with confidence and preserves the integrity of the review system.

While the digital transformation of the travel and hospitality industry created new and convenient ways for brands to do business with consumers, it also created new opportunities for bad actors to exploit these channels for their gain. According to Autohost, an online booking verification provider, globally, the hospitality industry generates an estimated $3 trillion of revenue per year. And according to the Association of Certified Fraud Examiners, between 5-6% of this annual revenue is lost to fraud. That amounts to $150 billion in direct loss of revenue.

But monetary losses aren't the only risks associated with fraudulent activity in the travel and hospitality sector. A travel brand's reputation hinges on the trust and credibility it establishes with travelers and guests. If fraudulent activities are allowed to proliferate unchecked, it erodes trust and damages the brand's reputation as customers become wary of engaging with a potentially untrustworthy entity. Fake listings for accommodations, tours and travel packages, phishing scams and too-good-to-be-true discounts are all examples of fraudulent activities that could tarnish a brand's reputation. Having the right technology, along with a team of expert moderators, can help assess content for inconsistencies, duplicate information or suspicious details, reducing the chance that travelers will fall victim to fraudulent offers.

Validating that a profile of a user set up online is authentic is vital to creating vibrant digital communities. Fraudsters may create fake online profiles to write misleading reviews, share inappropriate content or in an attempt to scam other users.

It is up to brands to take profile moderation seriously. Verification processes using artificial intelligence-enabled technology can be implemented to ensure the identity of users posting listings or advertisements. For example, checks can be completed to verify that user information matches official records by requesting that new users submit copies of government identification and an additional photo when creating a profile to reduce the risk of impersonation.

Online travel forums and marketplaces have become a popular location for travelers to share their reviews, recommendations, travel stories and more. While these communities provide great outlets for travelers to come together to engage with fellow members who have similar travel preferences and experiences, it is essential that the UGC posted in these forums adheres to the community guidelines set. Inappropriate images or language can quickly turn a constructive and helpful conversation into a toxic environment, negatively impacting user experiences.

Strategies for content moderation in travel and hospitality

Between review sites, social media communities, online forums, blog posts and videos, there's a significant amount of UGC to sort through. Fortunately, brands are able to turn to technology, like artificial intelligence (AI), to support at scale.

Technology can be leveraged for content moderation in various ways, including, but not limited to:

Automated filtering: Algorithms are used to detect and flag potentially spammy or inappropriate content in real-time, helping brands quickly identify and address problematic content before it becomes visible to users.

Real-time alerts: To enable brands to take immediate action against concerning UGC, real-time alerts can be set up to notify moderators.

Keyword detection: Specific keywords or phrases that might be indicative of inappropriate content are identified and used to flag potential issues for human review.

Sentiment analysis: Tools can be leveraged to assess the emotional tone of UGC. This helps identify positive and negative sentiments, enabling brands to respond appropriately to customer feedback.

User-behavior analysis: User behavior patterns can be analyzed to identify suspicious or fraudulent activity. Unusual posting frequency, duplicate content or rapid changes in profile details can be indicators of potentially harmful behavior.

Content queues: Technology can be utilized to organize and prioritize content for human moderation, streamlining the workflow for moderators and ensuring that potentially problematic content is addressed promptly.

While technology plays an important role in content moderation, it's not enough by itself. A robust content moderation strategy should implement a human-in-the-loop approach where technology is combined with human judgment.

Brands operating in the travel and hospitality marketplace face unique challenges compared to brands that may not be catering to such a global audience. Not only do travel brands need to have a geographic strategy for their content moderation operations, but they need to have the ability to moderate UGC in multiple languages and have the capabilities to keep social and cultural nuances in mind when doing so. For example, a phrase shared online might be innocuous in one country, but mean something entirely different in another. Human moderators have an unparalleled ability to identify content violations in the context of culture, current events and brand regulations and they outperform AI in identifying the emotion and intent behind digital content.

Crafting an effective content moderation strategy that tackles the aforementioned challenges can indeed be a complex endeavor for brands. However, leveraging the expertise of a qualified trust and safety partner that understands the intricacies of content moderation, has a global presence and a team of tenured, multilingual content moderators can empower brands to start their content moderation journey off on the right foot. Contact our experts to discuss how we can help your brand's content moderation operations take off.

Uncover how travel and hospitality brands can combat fake reviews, scams and more with a robust content moderation strategy.

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