Full Lifecycle Web Redesign
As a result of the comprehensive SharePoint redesign, our client anticipates a three-fold increase in web visitors within the first year.
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Overview
AkzoNobel hired Tahoe Partners to consolidate the websites of 11 distinct market segments within its Surface Chemistry division. The current sites were hosted on multiple platforms and technologies, with different functionality and content across geographies and markets such as Fabric & Cleaning, Agrochemicals or Personal Care. Equally challenging, the websites were not meeting the content needs of customers or internal users. Without consistent and accurate information on chemical products, their intended use, safety information and regulatory requirements—customers and internal users alike lost confidence in the sites. Instead of serving as a customer service tool and strategic brand touch-point, the websites were becoming obsolete. While Management recognized the business opportunity from strengthening its online presence, in a business unit spanning numerous countries, markets segments and viewpoints, achieving consensus on a plan was extremely difficult.
TahoeSmart™ Idea
Tahoe was brought in to define a path forward. We designed and implemented the overarching web infrastructure and married those objectives with best practices for site design, functionality, usability, presentation of content, and search engine optimization. Beyond building an intuitive site so users can find information in just a few clicks—both Tahoe and AkzoNobel envisioned the new site as an opportunity to gain more customer insights. As one example, the login functionality of the Personal Care division was replicated across all market sites. While this functionality gives customers access to deeper level product-specific content, AkzoNobel benefits from the capture of key consumer data (e.g. user location, products viewed, etc.) that can be used for other efforts, like sales and marketing. Additionally, our solution provided the technical and content infrastructure for multi-lingual support and mobile capabilities AkzoNobel is planning for the future.
Relevant Solution
This was a full lifecycle web redesign. On the back end, Tahoe defined the technical requirements; consolidated two distinct platforms (Tridion SDL and MS Content Management Server) onto a single SharePoint 2010 platform. Tahoe also implemented all the custom code. On the front-end, Tahoe was responsible for the custom visual interface that gave the new sites the polished and contemporary look and feel, and also provided management oversight of the content processes for each site. Additionally, our team led the detailed integration with the client’s CRM application, providing a direct link between the websites and AkzoNobel’s sales organization.
Strategic Impact
AkzoNobel expects site users to increase three-fold with the first year. New functionality, like the market selector feature, improved search, or an online library, make it easier for users to find information quickly, while the customer login creates a personalized visit and affords AkzoNobel strategic insights into consumer behaviors and preferences. Also noteworthy, servicing clients online is more cost effective than other channels, so AkzoNobel should reap nice savings over time. Additionally, Tahoe’s work provides our client the go-forward blueprint for technology, content and web functionality, which can be easily replicated across new market segments, acquisitions, and other AkzoNobel businesses, supporting future growth.
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