The Cleveland Water Department
The Cleveland Water Department is the largest water system in Ohio and the 10th largest in the US. They provide water to 12 counties, 65 suburbs and over 1.5M people. That’s a lotta agua.
As a brand, the CWD was struggling with one issue more than any other: customer service. We found that their old web experience was a huge part of the problem. The only purpose and utility the site offered was bill payment. There was no way for their customers to check usage or digitally get in touch with the department to deal with customer service issues. The kicker, they wanted all their problems solved in just 16 weeks.
Position the Cleveland Water Department as an entity that exists to not only supply their customers with water, but also supply them with answers.
First and foremost, we dove into what our customers actually wanted out of the site. Then, we brought all the actions and information that were relevant front and center. We made it easy for them to pay their bills, check their water usage and connect with the department’s digital issue tracking system – reducing the number of costly customer phone calls.
And, because the department serves an ultra-diverse audience, we built the entire experience with multilingual support.
- Double external visits within 6 months of launch
- Achieve a bounce rate of less than 40% within 3 months of launch (historically 60%)
- Achieve a 30% increase in customer visits within 12 months of launch
- Reduce customer calls by 10% within 12 months of launch