Capita

Working with the UK's digital transformation leader to deliver their own transformative digital experience.

Services: Technology & Web Development | UX & Web Design

Sector: Information Technology & Business Services

Capita case study hero
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48% increase

in new business enquiries

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268% increase

in mobile conversion rate

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8% increase

in new visitors

The brief

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

They approached us to solve a few digital transformation challenges of their own centred around their existing website: the UX was hard to navigate and didn't engage users, it didn't integrate with their CRM, and the CMS was difficult to maintain.

What we did

Beginning with a thorough discovery phase with internal and external stakeholders, we worked collaboratively with Capita's digital team to embed the Kentico DXP in their business. This meant we could integrate their CRM, Salesforce, with ease and make the most of Kentico's enterprise marketing suite.

A series of customer experience workshops allowed us to create fresh customer personas and user journey maps which in turn led to a tailored user experience.

The results

In addition to the less measurable impacts of increased brand awareness and employee advocacy, our work delivered:

48% increase in new business enquiries

268% increase in mobile conversion rate

8% increase in new visitors

16% increase in website engagement

As the UK's leading provider of IT services to enterprises, Capita helps businesses digitally transform. They excel at designing, managing, and integrating secure IT services and have unrivalled expertise in secure infrastructure services, modernising applications, and the delivery of innovative mobile solutions.

Capita recognised that their existing website wasn't fit for purpose and approached us to help solve these challenges:

  • It didn't reflect their company and positioning in 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, we worked collaboratively with Capita's digital team to embed the Kentico digital experience platform in their business.

This allowed us to seamlessly integrate Kentico with Salesforce and make the most of Kentico's enterprise marketing suite.

See related work:

Working with Distinction has been a true revelation. They punch above their weight, and I have no hesitation in recommending them.

The action

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

Agile development

Then, using design sprints and agile development, we worked collaboratively to create the website itself, using Kentico Xperience as the core.

CRM integration

Our team created a bi-directional integration with Salesforce CRM, enabling website activity and enquiries to be tracked against a CRM contact record, and CRM data to be used to inform website personalization and optimisation.

Content governance

Kentico Xperience’s reusable content functionality allowed website editors and admins to reuse 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.

Engaging UX

This allowed us to create a more tailored digital experience for visitors, leading to higher engagement and conversion. The results speak for themselves.

Outcome

In addition to the less measurable impacts of increased brand awareness and employee advocacy, our work delivered 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.

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Enhance experiences

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Working with Distinction has been a true revelation. After a competitive pitch process, we've been consistently impressed by their impact on our business. Their collaborative approach, coupled with their ability to simplify complexity, stood out for me. They punch above their weight, and I have no hesitation in recommending them.

Mark Boorman

Head of Marketing | Capita