Company Overview
A leading live streaming app company provides a platform where users can stream content in real-time. With a large and growing user base primarily in China, millions rely on the app for entertainment, communication, and social engagement. However, as the platform expanded, it faced significant challenges in content moderation to maintain a safe and respectful environment.
The dynamic nature of live streaming adds complexity to content moderation, as moderators must respond to real-time interactions and rapidly changing content. This requires a blend of advanced technology and human oversight to ensure that community guidelines are upheld while fostering an engaging user experience. As the demand for live streaming continues to rise, the importance of effective content moderation becomes increasingly critical in safeguarding user interactions and enhancing overall satisfaction with the live streaming app.
Table of Contents
The Challenge
Initially, the company outsourced its content moderation to a call center in India. This decision led to high error rates in moderation, resulting in several critical issues:
- 200 errors per month: Moderators frequently mistakenly banned users who violated no rules or failed to flag inappropriate content being streamed.
- Customer Complaints: The errors resulted in complaints from users who were wrongfully banned and from content creators whose indecent material went unflagged.
- Brand Reputation: Negative feedback began impacting the app’s reputation, particularly in the highly competitive Chinese market where user experience is paramount.
Content Moderation Challenges and Consequences
The challenges highlighted the need for balancing user experience with brand reputation:
- User Complaints Increase: The rise in moderation errors led to increased dissatisfaction among users.
- Negative Feedback Grows: Users expressed frustration over wrongful bans and inadequate content moderation.
The Solution
In 2022, the live streaming app company strategically transitioned its content moderation from India to Support 360 Contact BPO in the Philippines. This decision was based on several factors:
- Reputation for Quality: Support 360 Contact BPO has a strong reputation for providing high-quality outsourced services, including content moderation tailored for various industries.
- Cultural Sensitivity: The agents were trained to understand the specific needs of live streaming platforms, focusing on cultural sensitivity and language fluency.
- Lower Error Rates: The move aimed to achieve more stringent quality assurance processes.
The Results
- Reduced Error Rate:
- Before outsourcing to Support 360: 200 errors per month.
- After outsourcing: Error rate dropped to 30 errors per month (an 85% reduction).
- Customer Satisfaction Improvement:
- A dramatic reduction in errors led to a significant decrease in customer complaints by 70%, enhancing overall user retention and engagement.
- Improved Brand Reputation:
- With fewer errors, the company’s brand reputation improved significantly among its Chinese user base, leading to a 20% increase in daily active users (DAU) over six months.
- Better Compliance and Cultural Sensitivity:
- The Philippines-based team demonstrated improved understanding of local guidelines, aiding compliance with local laws and cultural expectations.
Key Metrics
| Metrics | Before Outsourcing | After Outsourcing to Support 360 | Improvement |
| Error rate | 200 errors/month | 30 errors/month | 85% reduction |
| Customer complaint reduction | N/A | 70% decrease | Significant |
| User growth | N/A | 20% increase | Strong growth |
Lessons Learned
- Outsourcing to the Right Partner: Selecting a partner with expertise in cultural nuances and real-time response capabilities is crucial for effective content moderation.
- Continuous Training and Quality Control: Ongoing training ensures that moderation teams remain updated on platform policies and local regulations.
- The Importance of Accuracy: High accuracy in content moderation is essential, especially on platforms with millions of active users, as mistakes can lead to user dissatisfaction and damage brand reputation.
- Value of Local Expertise: Understanding local context and user expectations is vital for effectively moderating live streaming content.
Conclusion
The decision to switch to Support 360 Contact BPO for content moderation transformed the operations of the live streaming app company. By reducing errors, improving customer satisfaction, and effectively addressing complaints, the company enhanced its brand reputation and user experience significantly. This strategic move underscores the importance of quality content moderation in maintaining a successful live streaming platform.
