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Verizon

Develop 3 New Search Options for Internet Yellow Pages

In early 2004, the Internet Division of a major U.S. Telecom firm decided to launch three new search options to expand its Internet yellow pages (IYP) site into a shopping destination. TSI was chosen to provide both program and project management resources to help ensure the success of this project. The goal was to provide visitors to the site the most relevant search results from a wide variety of structured and unstructured content delivering an end-to-end shopping experience that general search sites simply could not match. In addition to the standard results that could be found in a typical IYP and results from the top Internet search engines, the telecom firm’s site added content from Shopping.com and eBay. Side-by-side results provided shoppers with purchasing options both online and within their local geographic area.

The Challenge:

The challenge presented to the TSI program leaders and project managers was to launch as much functionality as possible before the busiest shopping period of the year, Thanksgiving to Christmas. Multiple detailed project plans were required to coordinate development and marketing teams in Dallas and Boston as well as with the third-party vendors providing the electronic feeds. Process flows developed by the telecom firm’s internal BES team with TSI support were used to create the training material for the customer service representatives.

TSI Approach:

The shopping enhancements delivered included:

• Merchandise information, including product specifications, prices, ratings, reviews, pictures and availability.
• Users can comparison-shop and buy products from online merchants.
• Bidding that allows shoppers to bid on products, buy at the seller's price, ask questions and view details about the items.
• Web results focusing on delivering relevant online shopping content about products, brands, services and businesses. The section filters spam and inappropriate content.
• A Yellow Pages section connecting shoppers with local products and services information they need.
• Additional enhancements to the site included Pay-for-Call and User Reviews.

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