The Sky website developed organically over the years and had lost its purpose for customers, explains Philippa Morris, Sky’s Head of Digital Marketing and Customer Communication. “It didn’t know if you’re a current customer or if you were there to sign up for Sky, therefore making it difficult for customers to do what they wanted, and it didn’t clearly articulate our product proposition. This was apparent as our customers were preferring to deal with us through the call centre, rather than through online self-service,” Morris explains.
“If they prefer coming in through the contact centre, that’s no problem. But if they prefer using the website, that’s also great. We wanted to make it easy as possible for anyone to interact with us, using the channel which best suits them.”
Morris also says the previous site was focused on acquisitions, which often made current customers feel undervalued when they were on the website. “Even navigation for potential new customers was a bit confusing, given the range of Sky packages available, which made it hard for customers to understand what they were purchasing. And we needed to add features for existing customers to pay bills or find out about new content, without constantly bombarding them with offers.”