Northumbrian Water Group (NWG) might have been one of the UK’s largest water companies, but its customer site offered a frustrating experience for users. Difficulties performing simple tasks were leading to negative feedback as well as a high number of web ‘drop outs ‘and increased pressure on call centres. With an ambitious target to migrate customer contact from call centres to online self-service, NWG needed a best-in-class digital experience.
Designing a new experience
With an overriding focus on empowering users to complete tasks easily and efficiently, we audited NWG’s digital experience and conducted a wide-ranging series of workshops. This allowed us to define four key ‘mobile first’ user journeys: Moving Home; Paying Bills; Meter Readings; and Self-Service. These led the creation of a new, visually engaging experience without compromising brand consistency. It also gave the NWG the flexibility to upload new content fast and serve it to all customers consistently, regardless of the device they’re on.
A big step forward
Customer feedback has been excellent and the site is helping NWG achieve its operational goals. The company has seen a 70% increase in online account registrations, a 40% increase in eBilling registrations, and a 9% reduction in bounce rate.