Group Customer Experience Platform Specialist role in Doncaster

About DFS

We’re home to DFS, Sofology, and The Sofa Delivery Company - three distinctive brands with a shared mission to bring great design and comfort into every home, affordably, responsibly, and sustainably. At DFS Group, everyone plays a part. Whether you’re supporting our brands or serving our customers, you’re helping shape the future of furniture retail. Each brand has its own identity and creative direction, but we’re united by a culture that puts people and purpose at the heart of everything we do.

Everyone Welcome

Across our Group, we’re committed to a culture where everyone feels welcome, valued, and can thrive at work. We celebrate diverse voices, champion inclusion, and support each other through our growing colleague networks. We invest in partnerships that drive change, from supporting Doncaster Pride and introducing the Hidden Disabilities Sunflower, to partnering with Carers UK and developing leaders with Diversity in Retail. We’re proud to be an equal opportunities employer, committed to building a workplace that reflects the communities we serve. So, if your experience doesn’t quite match the specification, we’d still really love to hear from you.

Role Overview

Owns the creation, structure, and quality of all internal and external knowledge content on our customer service platforms. The role ensures customers and colleagues can easily find clear, accurate information that supports self-serve, reduces contact, and improves overall experience. It manages the customer Help Centre, internal knowledge bases, and content used across chatbots and telephony flows. Working closely with subject matter experts and platform teams, the role keeps content up-to-date, consistent, and optimised for deflection while keeping customer satisfaction at a great level. It is both a creative and operational role - balancing content production with governance, insight-driven improvements, and continuous optimisation.

Responsibilities / Accountabilities:

• Knowledge & Content Ownership: Own and maintain all internal and external knowledge content across Zendesk, Help Centre, and internal knowledge bases. Create, edit, and optimise articles to support self-service, contact deflection, and customer satisfaction. Support the creation and optimisation of macros, templates, and standard responses. Ensure all content aligns with brand guidelines and correct tone of voice. Create new, relevant, helpful content based on data, feedback, and customer needs, while ensuring content is kept accurate, up-to-date, and accessible for customers and colleagues.
• Bot, Chat, and IVR Flow Management: Own and manage chatbot and IVR flows, including scripts, prompts, and architecture - Partnering with Technology teams when required. Analyse chatbot performance, including: containment/deflection rates, top unanswered questions, customer drop-off points, agent-handover data, etc. Use insights to refine flows and improve customer experience and resolution accuracy. Benchmark competitor chatbots to identify best practices and opportunities for improvement. Ensure all bot and IVR flows are fully documented, including architecture and reasoning.
• Data, Insights & Continuous Improvement: Use article ratings, search behaviour, and performance data to refine content and self-service strategy. Analyse low CSAT/BSAT scores and identify changes to improve customer experience and clarity. Collaborate with customer service teams to identify common customer issues and gaps in flows or content. Work closely with leadership teams to provide actionable insights that support coaching and feedback. Review top unanswered questions and implement changes where needed to reduce avoidable contacts.
• Collaboration & Support: Partner with the Platform Manager to align knowledge and flow improvements with platform strategy. Provide hands-on support for platform/content changes, avoiding single points of failure. Work with Technology Business Partners to raise feature requests, test improvements, and provide feedback. Complete testing to ensure knowledge and flow changes work across all affected business areas.
• Order Management Support: Oversee critical and delayed orders, coordinating with stakeholders to ensure clear communication and well-defined resolution plans for customers.

Capabilities required:

• Excellent written communication skills, with strong control of clarity, structure, and tone of voice.
• Ability to translate complex information into simple, helpful, customer-friendly content.
• Skilled in knowledge management, content governance, and maintaining structured knowledge bases.
• Strong analytical mindset, able to use data (CSAT, article ratings, chatbot handovers, flow performance) to drive improvements.
• Experience designing or optimising chatbot and/or IVR flows.
• Creative problem-solver with a focus on reducing avoidable contact and improving customer experience.
• Ability to influence and collaborate effectively with stakeholders at all levels - SMEs, frontline, senior leaders, etc.
• Strong stakeholder-engagement and communication skills, able to present insights clearly and persuasively.
• Highly organised, able to document flows, manage updates, and maintain clear version control.
• Comfortable supporting macros/templates and improving colleague-facing knowledge tools.

Experience / Qualifications:

• Essential: Experience in knowledge management, content design, customer service content, or digital self-service. Experience writing for customer-facing channels (Help Centres, chatbots, IVR scripts, macros). Background working with Zendesk or similar customer service platforms. Experience analysing customer behaviour, article performance, or chatbot/IVR performance metrics. Experience working in customer service, customer operations, or digital experience teams.
• Desirable: Familiarity with conversational design or digital assistant optimisation. Exposure to UX writing, service design, or operational content roles.