TRANSCO – Exploiting a B2B internet site usability evaluation to build customer loyalty (as well as site improvements)

Nature of business

Energy - Transco provides services to companies connecting gas supplies to private and industrial customers throughout the UK.

Objective

One key area requiring up-to-date information readily available in the field is a mapping system showing pipe and meter locations. Transco wanted to deploy a B2B internet site allowing its customers access to this information, but needed to ensure that the site was designed specifically to meet these customers’ needs.

Audience

Customers and potential customers

Geographical Spread

UK

Media

Face to face usability sessions based on website prototype, focusing on Digital Engagement™ Usability Evaluation Processes.

Programme

We conducted an expert site evaluation and numerous on-site tests of the prototype site with Transco’s customers, as well as private consumers, looking especially at navigation and information architecture. The results helped Transco to re-design the site to cater much better to the demonstrated evidence of what its customers needed and expected.

A spin-off benefit was that the interaction between Transco and its customers, precipitated by these usability testing sessions, strengthened their business relationships – the customers appreciated being asked for their input, and enjoyed the opportunity to talk with Transco out of the context of day-to-day operations.

The whole process led to significant improvements that were made ahead of site launch – meaning greater customer satisfaction and loyalty.