Redesigning the prime digital channel
The customer has matured into the brand it wanted to be but to support the next stage of its transition, the utility company decided that two years after its rebrand, the time was right to review the company website – its primary digital channel. The operational teams managing the 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 more comprehensive transformational changes, the website will remain the doorway to the ‘Connections’ service. But ‘Roadworks’ is a source of significant disruption for the business and results in a large number of calls to the customer service centre. Whereas ‘Contact us’ provides an opportunity for the site to guide customers more clearly around self-service resulting in call deflection, which will play a large part in the future content strategy.
Keytree was the obvious choice to deliver the much needed enhancements having worked closely with the customer on previous projects and was also instrumental in the creation of the end to end strategy for its digital presence. Right down to the selection of the content strategy, CMS and information architecture. The original design served the customer well through a significant period of change but to support the emerging needs of the business, and the growth of information available, Keytree was asked 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.