Helping turn an old and confusing service site into a modern day customer experience
With customer service becoming the make or break of a brand, Hotpoint felt they could deliver the service levels required with their existing customer service team but needed a well thought out website to help support them in achieving these deliverables.
Function: To deliver a more intuitive website experience aiding the reduction in redundant inbound calls while optimising the opportunity to engage upsell opportunities.
Emotion: Establishing how the site could be more practical as a resource for self-help, giving users an intuitive journey to confirm whether an engineer was really needed and driving them to book a local Hotpoint engineer when needed.
Design: Development of an improved user experience via both the website and on mobile devices to increase the user perception of Hotpoint by fulfilling customer requirements whilst providing significant benefit to the business.
Helping find your local UK Hotpoint engineer
We quickly identified and addressed usability barriers through an Expert UX review and conducted Usability Testing on stakeholders and customers through our responsive wireframes to help us determine and refine the best red routes and make sure they were as clear and intuitive as possible.
A key finding was in how to best distribute the action touchpoints along the decision path, looking at elements such as Live Chat, reviews, downloads and diagnostic tools. The site was calling out to be responsive, allowing customers to view it at their leisure and in front of their appliance when performing self-diagnosis as well as helping to drive customers to call and book a local Hotpoint engineer for a repair when needed
Alongside our customer-centric approach, the site also needed to deliver commercial benefits to Hotpoint – uplifts in warranty enquires, the ability to promote products and consumables and enhancing positive brand relationships were all core objectives.
Responsive Email Campaigns
“Pomegranate provided us with focused and objective based approach to reinventing the digital experience on our customer support website. Our on-site click to call conversion has increased from 2% to 19%, which also enabled us to make significant efficiencies in our paid search spend. Cost per call is now at a record low.”
Head of Marketing (Service) at Whirlpool