To become an organisation that focused on customer needs rather than just products, NS&I briefed design consultants Lloyd Northover that it needed attract new customers and develop stronger relationships with existing customers via the web.
The new web strategy had to turn the website into a viable purchasing channel.
‘NS&I had already identified significant opportunities that could be exploited by developing its web presence,’ says Lloyd Northover’s Managing Director Neil Hudspeth. ‘As it has no high street visibility and only a low-key presence in post offices where its products are sold, the telephone and web are critical channels to manage customer relationships and drive future growth.’
The site also needed to reflect NS&I’s new brand positioning, deliver added value information to customers, improve customer service, support future marketing campaigns, allow for future expansion and adhere to strict accessibility standards. NS&I also acknowledged the need to respond better to 21st century lifestyles. Many internet users prefer online shopping because it is quick, convenient and accessible at any time.
Lloyd Northover’s proposed web strategy recommended a complete overhaul of the site, which was slow and cumbersome. The new site would clearly articulate the benefits of NS&I’s products and establish a needs-based approach to sales and engagement, while reinforcing the brand.
