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home > case studies Case Study 4: International Manufacturer Issue: Transform the on-line brand and improve engagement, acquisition and retention opportunities. Background: The company wanted to deliver a consistent on-line global brand, improve awareness and engagement opportunities supporting a new relationship strategy. Solution: re-design of the web-site was based on deep analysis of customer interactions. Market surveys of competitive sites were used to extract potential differentiation. Customer analysis revealed that improved visibility and access to the product and service directory was the highest priority. Usability of the on-line product and service directory formed the basis for a new 'portal architecture'. The result was a web site designed for users and customers, not simply a site to convey corporate information. Success lay in developing and delivering customer value based on customer experience insight. Business benefit: The obvious benefit of this work was to improve brand recognition and value and customer access to relevant products and services. The underlying benefit was to develop an infrastructure to guide development of on-line channels and manage the dialogues for a 'multi-user' community. A broadcast medium was transformed to a communication medium. 
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