Keytree redesigns the prime digital channel at Cadent Gas Limited
Born out of National Grid, Cadent Gas Limited has matured into the brand it expected and wanted to be but to support the next stage of its transition, the utility company decided that two years after the rebrand, the time was right to review the company website – its primary digital channel. The operational teams managing the Cadent Gas Limited website were deemed mature enough to embrace and support the overhaul of the entire navigation of the website including the three most visited areas: ‘Connections’, ‘Roadworks’ and ‘Contact us’.
While the transactional element of ‘Connections’ is under review as part of larger transformational changes, the website will remain the doorway to the ‘Connections’ service but ‘Roadworks’ is a source of significant disruption for Cadent Gas Limited customers and as a consequence resulted in a large number of calls to the customer service centre. ‘Contact us’ provides an opportunity for the site to guide customers more clearly around self-service and call deflection and will play a large part in the future content strategy.
Keytree was the obvious choice to deliver the much needed enhancements having previously worked closely with National Grid Gas Distribution. Keytree was also instrumental in the creation of the end to end strategy for the Cadent Gas Limited digital presence – right down to the selection of the content strategy, CMS and information architecture. The original design served Cadent Gas Limited extremely well through a significant period of change but to support the emerging needs of the business, and the growth of information available, Cadent Gas Limited asked Keytree to evaluate and implement new site architecture and content structure. The end goal was to enhance the overall customer experience and reduce the number of calls to its customer service centre.