Crimson's client was a Fortune 500 audio and digital music leader. They were struggling to retain customers on their online properties, resulting in increased cost of customer acquisition. Crimson was asked to develop a comprehensive interactive and online customer management strategy including a set of business requirements and information architecture for the website based on a new branding and CRM strategy.
CHALLENGES
Customer loyalty declined after purchase
Inability to maintain a strong customer relationship beyond the initial dealer interaction
Site design was not compelling and was not intuitive for customers to use
SOLUTIONS
Crimson defined an updated web strategy for our client, focused on developing strong customer relationships, including how customers will use the site in relation to other CRM touch points, emphasizing retention as well as acquisition, and outlining information to be presented
The effort included changes to site levels and navigation structure, menu changes, page layout, content, and graphics
RESULTS
Deliverables included user flows, information mapping, visual look and content tone, paper prototype/user testing and page schematics
These were implemented as part of a comprehensive site redesign, resulting in an increase in ongoing customer site usage and customer satisfaction
