The Challenge
Telstra Enterprise and Government (TE&G) were faced with a website outdated in its content, functionality and technology. Deloitte’s Online practice were engaged to design and develop a new website for TE&G, based on a clear understanding of what the audience wanted – and what the business needed. A consistent message of TE&G’s brand values of open information sharing and innovation would be central to the new website.
The Solution
Taking a long term view of the project, TE&G and Deloitte worked together to build an operational framework from the ground up. The assignment was divided into stages due to the scale of the project, and a project roadmap was developed to ensure both TE&G and Deloitte were aligned with common goals throughout the project.
Deloitte’s initial approach to the task was to conduct a study of TE&G’s customer personas and scenarios. Leonie Valentine, General Manager of Customer Experience Marketing at Telstra, explains: "The research showed that ICT purchasing decision-makers were often influenced by researchers and advisers within our customer’s organisations. The personas study identified these types of individuals, and the kind of information, and technology, those individuals responded to. This information proved invaluable.”
With this knowledge in mind, Deloitte strategically planned details such as TE&G product groupings, the tone of the text, and appropriate use of web functionality. The site information architecture was restructured in ongoing consultation with TE&G. A content refresh was implemented, including interface design, copywriting and additional imagery. This also includes blogs, wikis, podcasts and RSS feeds.
The Benefits
Since launching the new TE&G website, Telstra’s own analysis has shown a positive impact. Leonie reports: "We have seen almost a ten-fold increase in the number of user sessions per month. Users are also spending longer online." Leonie attributes this to several factors, "We now have a true self-service portal for our customers. Keyword tagging is navigating users to related products within the site, and real-world events,” she continues," and our feedback indicates that web 2.0 features such as blogs, podcasts and RSS are engaging our audience.”
What’s equally important is that Deloitte have provided TE&G with the tools and processes to manage the site internally on a day-to-day basis. The ease-of-use of the content management system enables rapid updating of the site content.