Background

Cable & Wireless Worldwide was re-engineering its portal, which has yielded back-end benefits like stability but remained largely unchanged in terms of functionality. We were asked to help them capitalise on their investment in back-end re-platforming by improving the portal’s front-end functionality, thus increasing usage and improving customer satisfaction.

What we did, and how

We conducted a benchmarking exercise to compare the features and functionality of the portal with those of competitor sites, focusing on increasing usage. The process involved assessment of their portal and interviews with key customer representatives and competitors. We then reviewed key outputs with key internal stakeholders to help to mould the portal in line with the direction of the business.

A Customer Portal Responsiveness Index was then created demonstrating how their portal fared, when compared to best and worst in class examples in eight key areas: responsiveness, usability, functionality, attractiveness, performance, features & functionality, richness and marketing capability.

Results

  • Cable & Wireless Worldwide gained a detailed insight into the competitive market, with a clear view of how its own portal was positioned against competitor sites
  • Qualitative customer feedback helped the company to understand how their existing portal was being received by customers, and the next steps in terms of the development roadmap were clearly laid out
  • We helped Cable & Wireless Worldwide to address the gaps in their portal offering, recommending quick wins and both long and short term solutions