We carried out a consumer behavior survey to find out what frustrates SMB's clients in terms of customer service experience. We found out that queues is one of the key factors influencing customer satisfaction, and we made transparent connection between gaps in customer satisfaction and quality of printing in SMBs. We used the survey result to carry design a data-centric campaign around the take-away that the speed of printing has direct impact on quality of customer service. We created a new key message that Ricoh's printing solutions help SMBs decrease customer churn and gain competitive edge. We used smart content to push this key message in media publications, targeted campaigns and promo campaigns in social networks. Finally we were able to drive motivated visitors to Ricoh's selling page and persuade them to make a purchase.