Reliant – Website

Overview
The Deregulation of Electric providers in Houston Texas required Reliant to make some aggressive changes to their online marketing and customer service model in order to keep up with the growing competition.

Online Marketing Goals
Reliant Energy’s Online Marketing group, which is responsible for leading a redesigned
Reliant.com, created the following department goals for 2005:

  • Increase online enrollments by 17%
  • Acquire 5,000 new, prospect e-mail addresses
  • Increase customer satisfaction with the Web site from 67% to 75% Regain superiority amongst competitors online experience Increase OAM penetration from 20% to 25%
  • Support new programs and products
  • Create a more seamless customer experience across channels

Business Objectives
From the Online Marketing Goals, the Online Marketing group generated 5 business objectives a redesigned Web site will need to achieve.

  • Create a Compelling User Experience – Produce IA, design and content recommendations to help create a compelling user experience: one that is actionable, customer-focused and holistic as well as simple, quick, easy and satisfying.
  • Facilitate Customer Self-Service – Facilitate the business mandate and user desire for customer self-service including enrollment, moves, renewals and access to customer care.
  • Support Business Goals – The Phase 1 Strategy will lay the groundwork for a differentiated experience which supports business goals (marketing, operations, customer care and corporate).
  • Build Customer Loyalty – Enhance customer retention and build ongoing relationships (loyalty, rewards programs, customer lifecycle)
  • Streamline Site Management

Additional Information

  • Gathered requirements and concerns form key stakeholders. Senior Management, Operations, IT, Residential Segment Marketing, Business Segment Marketing, Large Business, Wholesale, IR, HR, Corporate Outreach, Diversity, Channel Marketing, Brand
  • Conducted interviews and usability testing
  • Compiled requirements and prioritized with Stakeholders
  • 25 Stakeholder Interviews
  • Usability Testing
  • Competitive Assessment
  • Functional Requirements Documents Design Deliverables Documents Testing Requirements
  • Training Documentation Communication Plan
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