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Improving the customer experience through digital innovation for major home builder

"Partnering with DCX to work with us on our digital transformation has been really successful. They’ve helped us to push the boundaries of what we could achieve and the result is a great user experience on both our corporate website and MyMoat customer portal. We’re already seeing a lot of customers signing up to and using MyMoat, which is a game-changer for us."

Mark Rogers, Director of Business Transformation for Moat

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Background

Moat is a housing association based in the South East of England. Its mission is to deliver a best in class digital experience – empowering customers to self-serve at any time of day or night, and making it easy for partners and prospects to interact with them and stay informed.

The company aimed to focus on innovation and efficiency and be easy to do business with. Moat wanted to create a consistent customer experience that attracted new tenants and homebuyers to its homes in the South East.

Moat partnered with DCX as the business underwent its digital transformation, with the need for a full re-design of the digital experience, including the existing corporate website and customer portal.

Moat

Solution

The initial stage of the project was to define Moat’s long-term online digital vision and business goals they wanted to achieve.

Collaborating with the Moat team through workshops and stakeholder sessions, we plotted the key needs and pain points of different customer types at every stage in their journey, all the way from looking for a home, through to moving in and beyond. This gave us a clear set of user requirements both for the website and for MyMoat, the customer portal area which sits behind a log-in.

From this, a solution design and website component list was created for both the corporate website and customer portal. We also helped Moat adapt the branding and visual identity for digital, ensuring consistency with their offline assets.

From the outset of the project, we looked at ways to deliver the best value to Moat - from combining stakeholder meetings in the discovery phase to deciding that delivering UX and design across both the corporate website and customer portal would be most beneficial to the project.

Also important was defining a long-term technical architecture able to deliver against current and future business needs, like GDPR and security requirements.

The DCX team acted as technical consultants on the project, supporting Moat’s product licensing agreements, providing business analysis, and liaising with and providing training and support for third party solution providers such as Sitecore and Rackspace.

DCX and Moat worked in complete collaboration throughout the process, with our strategy, design, and technical consultants working closely with Moat’s in-house web developers.

Working in partnership with Moat meant we could upskill their in-house teams in content management and new technology platforms. This enabled their developers to build their customer portal, MyMoat, allowing them to be self-sufficient. This close relationship meant the combined teams were all engaged and decision making from key stakeholders happened quickly to maintain momentum and broad business buy-in.

43%

increase in session duration

54%

increase in page visits

56%

reduction in bounce rate

Results

After a soft launch, www.moat.co.uk and the MyMoat customer portal went live to the public, delivering an immediate increase in digital channel shift, customer engagement and mobile usage across the two platforms.

Customer log-ins and self-service transactions increased month on month after launch.

The increase in visits and engagement is a positive response to a much simplified information architecture and improved content.

The new website offers users clear paths to the information that’s relevant to customers with navigation titles such as ‘I’m looking for a home’ or ‘I’m a customer’, which allows visitors to find the content they’re looking for quickly and easily.

Moreover, the customer portal is driving efficiencies for Moat, with the number of customer log-ins up by 64% and self-service transactions on the increase.

Do Construction. Better.