Support.com was transforming its product and business strategy to focus on automated support technology, and was looking to establish itself in key markets. Internet of Things (IoT) was one of these markets, but Support.com only had one customer in the IoT space and no IoT-specific product offering.
To position the strategic role of support in IoT, 104 West worked with Support.com to develop a point of view in the emerging Smart Home market focused on the customer experience. 104 West developed original survey data to poll 3,000 consumers about the Smart Home customer experience - or expectations of the customer experience - and contrast responses from Smart Home owners and potential buyers. The resulting survey report provided insights for brands to understand and address the issues in the Smart Home customer experience that were hindering mainstream adoption.
The content and media strategy was mindful of the smart home hype cycle that runs high at CES in January. The goal of the content and resulting media coverage was to cut through the hype of new IoT product announcements with unexpected insights on the Smart Home market. We teased out initial data from the report via an infographic released during CES and garnered coverage in the Wall Street Journal, USA Today, eWeek and others. The release of the full report later that Spring resulted in over 45 articles in outlets like CIO, MediaPost, IoT Journal, Curbed.com and others. Support.com also utilized the Smart Home data for CES sales presentations and subsequent webinar content, panel discussion content, blog posts, LinkedIn campaigns and more.