Communicate clearly at lower costs
Hydro One Networks (HON), a successor of Ontario Hydro, owns Ontario’s transmission and distribution system and transmits power to customers. They also send out the bills to customers. So when the marketplace changes, and customers want answers, they turn to HON. And that’s where a regularly updated Web site comes in.
Objectives
The Ontario energy markets were in a state of change. HON anticipated that it be on the receiving end of an increased number of customer inquiries. Rather than wait, the company took a pro-active stance.
Specific challenges included:
• To communicate complex messages to over 1.1 million customers
• Convert paper-based communications to electronic
• Manage the number of calls to the Customer Care Centre
• Allow customers and other stakeholders to help themselves
• Co-ordinate online and offline communications
Goal
Create a truly useful site that could be updated easily to communicate the changes in the marketplace to customers and other stakeholders.
Audience
Primary audiences included over 1.1 million retail customers, the media, and the government.
Solution
Context completely re-developed the HON Web site to let customers help themselves and educate themselves about the new electricity market. The site was integrated with messages in direct mail and in billstuffers.
The Hydro One Networks Customer site included:
• An encompassing strategy that addressed the changes in the marketplace
• Feedback mechanisms to measure customer satisfaction
• All copy and graphics for over 250 pages
• Integrated content management tools for frequent and easy updates
• Programming for energy usage calculators
• A style guide to address all graphic and programming issues
Results
• Calling levels at the Customer Care Centre remained flat
• Customer surveys indicated high levels of satisfaction with HON communications
• Traffic on the Web site increased by approximately 300%
Project Team
Creative Director: Lionel Gadoury
Strategist: Andy Strote
Senior Designer: Vanja Rais
Copywriters: Andy Strote, Tamara George
Technical Lead: Kevin Wright
Programmer: Drew Fiala
Partners
Shrinking Planet
