Challenge
AvantiGas is one of the UK’s largest suppliers of ‘off-grid’ energy solutions. In 2019 we started working with AvantiGas on a six-phase digital transformation initiative to increase sales enquiries and enhance the online service and support for existing residential and commercial customers. AvantiGas supplies gas to customers who are not connected to the national grid and other solutions such as bottled gas. They provide a professional and safe service via their network of multiple distribution centres, two in-land gas terminals and they have UK-based emergency call centre that delivers 24/7 maintenance, service and aftercare. Quba won a competitive pitch to deliver a six phase digital transformation, incorporating the core website, a customer portal, pricing tools, e-commerce capability and chatbots.
Solution
The project started with a full-day discovery workshop focusing on phase 1, relaunching avantigas.com. This was followed up by further sessions with teams from across the AvantiGas business. The discovery workshops helped to define in detail the business needs from both a sales and support perspective. With diverse audience groups and a broad spectrum of needs, we decided to create clearly defined environments for residential and business customers using a ‘tab’ navigation approach. In addition to the two top-level audience groups, the discovery workshops identified further sub-groups of customers: • Existing Avanti customers looking to order LPG or get support • Prospective customers familiar with LPG and looking to switch provider • Uneducated prospects with no prior knowledge of LPG or the market, who find themselves with a need By mapping out the customer journeys for each of these persona types, we were able to identify the role the website needed to play for each one, the kind of content that was required, and how it should be structured. We carried out extensive wireframing and prototyping to ensure that usability was maximised, especially in more complex user areas such as switching supplier and customer support. One of the aims of the new website was to reduce the time spent by staff handling inbound support calls. To do this we met with the customer support team to understand the nature of customer queries and how best to structure the support page and ensure it effectively delivered answers to the most common customer queries. We used the Kentico Portal Engine to provide a variety of page templates and widgets allowing huge flexibility to the content editors. We also created a set of bespoke back-end controls, allowing the reordering of multiple content items using a drag and drop interface. We used ‘page types’ to model a variety of CMS-able page templates for reuse across the site. The Kentico forms feature enabled us to create a CMS-editable, multi-part form journey for the ‘switch supplier’ process, so that editors could make minor adjustments to the form ongoing to improve conversion.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.