The LavaCon Content Strategy Conference | 23-26 October 2022 | New Orleans
Alex Masycheff

Alex Masycheff is a CEO of Intuillion Ltd. ( that develops solutions for managing, automating, and delivering enterprise content.

Alex has been in the content industry for 25+ years. He lead implementation of XML-based solutions in many companies, including Kodak, Siemens, Netgear, and EMC.

Alex believes that a combination of structured content, AI, and natural language processing can provide users not only with precise answers on direct questions, but navigate them through the opportunities that the users don’t even realize that they exist.



Transforming the Customer Service Center: Moving from “Call for Solution” to “Information Self-Service”

Co-Presented with Fabrice Lacroix

Providing excellent customer service that keeps your customers happy without driving up service costs is always a challenge. It becomes even more critical when you have thousands of customers and their number is growing.

Our customer, a Swiss manufacturer of industrial printers, faced a lot of challenges when providing their clients with product documentation. Lack of standardization, poorly organized exchange of knowledge both within the company and selling partners, and everyone being busy to write documentation, the service team was oversized, and the service costs went over the roof.

At this session, we are going to discuss how introducing structured content, standardizing the content processes, and changing the way the content was delivered to customers, the company changed the service culture from “call for solution” to “information self-service”.

In this session, attendees will learn:

  • The customer service was restructured into a field service and training department.
  • The documentation team realized that PDFs were not efficient in providing customers and service teams with relevant and useful information.
  • The documentation team began providing customers and field operations team with self-service platforms for delivering personalized content on spare parts and product documentation.
  • Service engineers were provided with access to the most up-to-date product information.
  • The entire company received the ROI as a result of making these changes.