Focus on the customer journey as SvD switched platforms.
When our client SvD switched its login platform for all its subscribers, we were tasked with leading the communication and operational project related to the change.
Project Manager for Customer Communication
The communication project prioritized the customer experience, with all communications tailored to the customer's conditions and digital behavior.
Our project manager was closely involved with the technical project for the platform change. This allowed us to ensure that all communications, from button texts and error messages to newspaper ads and activation emails, were consistent in their messaging and conceptually linked. In our communications, we worked closely with SvD to address any issues proactively. Regardless of the context in which a user was logged out, they should promptly be guided to the new login.
Launch Communications and Follow-up
Together with SvD's marketing automation developers, we set up segmentation, and event-driven, automated communication flows in the campaign engine. The project also included work on tone, a review of all communication surfaces mentioning login, planning, and production of communications, Q&A, and other support material for customer service and other staff in contact with customers.
The communication effort was continuously monitored after the rollout of the new platform, leading to gradual adjustments based on efficiency and customer behavior.
Results
The primary goal of quickly returning to normal login levels was achieved faster than expected after the platform switch, with minimal disruption to customers. A few days after the change, the pressure on the customer service department significantly decreased. The follow-up showed that all the communication channels used—emails, newspaper ads, site dialog boxes, FAQ pages, and similar—had guided users to the new login to some extent. The strategy of addressing every potential issue proved to be successful.