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Hotpoint Service

Helping turn an old and confusing service site into a modern day customer experience

Hotpoint is a successful, well-established white goods brand however the lack of usability on their customer service website meant they were receiving an overwhelming amount of cold calls to their customer service team.

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.

Project Facts

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

The focus of the project was in understanding what the customers really needed from their digital experience. We ran extensive testing and insight gathering to establish what the key issues were as well as grasping an understanding of customer behaviours.

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.

Services

We still work closely with Hotpoint daily, improving their processes from engineer hiring to how the contact us page is used. Through the deployment of Google Analytics, including goal tracking on website events, we are helping to continuously lower unnecessary call rates and direct customers to the correct customer service representative.
Hotpoint Livechat feature

Liveperson

One of the key additions we have made was the introduction of a new contact us page with Livechat to support the customer service team and build the relationship with the customer.

Responsive Email Campaigns

Alongside this we designed and developed the first responsive emails Hotpoint have had acting as confirmation and a reminder to any appointment booked online or over the phone.

“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.”

Liam Page
Head of Marketing (Service) at Whirlpool