The Challenge
During an exciting and challenging time in their industry, Western Australia energy retailer Synergy engaged Deloitte’s Online practice to help them transform their online channel into a feature rich customer self-service site that would support their strategy to provide customers with self-service options, which in turn reduce Synergy's cost to serve.
The Solution
Deloitte’s Online practice supported Synergy throughout the full channel development process. We gathered business and user requirements, defined the process flows, designed the user interface, architected the technical solution and implemented the new website. As part of the implementation, we integrated OpenText Web Content Management with Synergy’s SAP CRM & Billing modules to provide straight through processing of all web channel transactions. By utilising a web-services architecture, the site is able to provide a seamless experience between the public areas of the site and logged in areas for self-service.
Regardless of the task being undertaken, our user-centric approach, including focus groups, workshops, and the creation of personas and scenarios, ensured we considered the implications of the decisions being made, and how they would affect the user experience. A user-centric design, combined with refreshed branding and simplified self-service processes allowed us to create an engaging, interactive and effective experience for the user.
We also developed an eMarketing strategy, a performance management framework and an online operating model to allow Synergy to realise measurable benefits from the channel and manage it appropriately.
The Benefits
The website launched as part of a full business transformation program of work which is expected to realise substantial cost savings across the business. The new website balances both Synergy’s and the users’ needs and makes it easy for customers to achieve their goals online. By launching a fresh and engaging website, which helps users complete self-service tasks quickly and easily, Synergy has taken large steps towards realising tangible benefits for themselves and for their customers.
