ABOUT

As the UK’s leading provider of IT services to enterprises, Capita helps businesses digitally transform. They excel at designing, managing, at integrating secure IT services and have unrivalled expertise in secure infrastructure services, modernising applications, and the delivery of innovative mobile solutions. With a some digital transformation challenges of their own, Capita recognised the value in engaging with an external partner and so they approached Distinction to help solve them.

Capita is the UK’s leading transformation and digital services business, delivering innovative solutions and simplifying the links between organisations and customers, governments and citizens.

The brief
Knowing their existing website wasn’t fit for purpose, Capita asked Distinction to help them solve some specific challenges:
• It didn’t reflect their company and positioning the right way
• It was hard to navigate and didn’t engage visitors well enough
• Their CRM, Salesforce, didn’t integrate with their website, meaning disjointed data
• CMS administration was difficult and there was a lack of content governance

The strategy
After a thorough discovery phase with internal and external stakeholders, Distinction worked collaboratively with Capita’s digital team to embed the Kentico Digital Experience Platform (DXP) in their business. This allowed the seamless integration of Kentico with Salesforce, thus making the most of Kentico’s enterprise marketing suite.

The action
Firstly, Distinction led the Capita team through a series of customer experience workshops to plan the ideal digital experience. Then they created fresh customer personas and user journey maps to define how the new website UX should be designed.

Staying true to their active strategy approach, Distinction and Capita undertook a series of design sprints using agile development to work collaboratively on the website build on Kentico Xperience. Having created a more tailored digital experience for visitors, the new and improved UX led to higher engagement and conversion rates.

With CRM integration as a key must-have for the project, the Distinction team created a bi-directional integration with Salesforce. This enable website activity and enquires to be tracked against a CRM contact record and, in turn, CRM data to be used to inform website personalisation and optimisation.

Kentico Xperience’s reusable content functionality allowed website editors and admins to recuse existing content on new pages and store all media sources in one place, meaning Capita could control content and make sure it adhered to brand guidelines.

Outcome
In addition to the less measurable impacts of increased brand awareness and employee advocacy, Capita enjoyed the following outcomes: a 48% increase in new business enquiries, a 268% increase in mobile conversion rate, an 8% increase in new visitors, and a 16% increase in website engagement.