CHALLENGE
The Subscriber Services team wanted to significantly reduce costs associated with their customer support system. In addition, The Subscriber Services team wanted to improve the navigational capabilities of the site to be more responsive to customer's needs relative to subscriber requirements. For example, customers wanted to manage their online subscription, but were having difficulty maneuvering around the former web site. Specifically, the site lacked clear navigation, and did not educate consumers about either www.services.WSJ.com or the tasks they could complete there. In essence, the customer experience was cumbersome and time consuming.
SOLUTION
To achieve a better understanding of customer's preferences, Digital Bungalow first collaborated with The Subscriber Services team and conducted extensive field research with existing subscribers to determine design and navigation improvements for the services site. After analyzing the web site, Digital Bungalow executed a twofold strategy: to develop a more user-friendly web site that would increase traffic and to initiate a continuous promotions campaign. With a blend of creative design and professional services, Digital Bungalow completely redesigned the subscriber services site not only to include more easy-to-use functionality features, but also to maintain the integrity of the WSJ brand in line with the expected quality and professionalism of its products and services. In order to inform subscribers about the new aspects of the site, Digital Bungalow created promotional emails (Flash and HTML) and a Flash tour to educate users about the features available to them.
RESULTS
In the past twelve months, the traffic on The Subscriber Services web site has increased steadily since the initial launch. Due to the combined efforts of the Subscriber Services and Digital Bungalow teams, the enhanced and newly redesigned web site (http://services.WSJ.com) has exceeded expectations and led to higher levels of subscriber satisfaction and retention. To date, Digital Bungalow has saved Dow Jones & Company millions of dollars in customer support fees. Currently, the Subscriber Services and Digital Bungalow teams are continuing to make improvements to the site in order to further optimize the site's potential benefits.
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