Creating a role for the website as the hub of a multi-channel CX strategy

In an initial service design phase we developed a design strategy to position the Yorkshire Water website as the hub for digital communications for the company, and enable future development to allow customers to self-serve online.

Following this we completed a redesign of the website, enabling a higher degree of self-service — allowing users to understand road works and disruption, report leaks, inform Yorkshire Water of house moves, and to pay bills.

In addition, the 'Contact Us' part of the site was updated to direct users to relevant information and functionality as well as provide direct telephone links.

The site structure and navigation was simplified, and the redesign brought to life the new tone of voice and creative direction developed by McCann.

The redesign not only allowed Yorkshire Water to reduce calls to their customer service centre, it also helped improve their Customer Satisfaction rating measured as part of an Ofwat assessment.

The website redesign prioritised services that users were mostly to need online.

A simplified navigation, site structure and page layout were the essence of the website redesign combined with a friendly illustration style and tone of voice.

Mobile is a key channel for the Yorkshire Water especially for customer interaction

The roadworks and leak reporting journeys were completely redesigned

The contact us system was overhauled to provide journeys to self-serve, or guided contact information

The service design work remapped the future experience vision for leak reporting, connecting multiple communication channels.