Electricity is more than just a utility – it’s an essential component of modern life, powering everything from our homes to our gadgets and playing a pivotal role in our daily routines. But have you ever considered the impact of electricity beyond the obvious? From creating cherished family moments during cozy movie nights to safeguarding against unexpected emergencies, having the right electricity partner can make all the difference.
The leading integrated power company in the US understands this impact all too well. As the parent company of a family of brands that power homes nationwide, they are dedicated to delivering value beyond electricity sales.
In a highly competitive market, energy retailers must go beyond providing basic services to engage and retain customers. This is especially true in Texas, where customers have the freedom to choose their energy provider. So for the Texan flagship brand, that meant improving customers’ digital experience. The brand intended to go beyond simply providing electricity and instead offered personalized plans and services tailored to customer preferences and behaviors.
The brand’s decade-old CMS was no longer adequate to support growing personalization needs and modern digital demands. Although it had served well, the consensus among IT, marketing, and executive stakeholders was clear: a comprehensive reimagination and modernization of the entire website were necessary.
This transformation needed to address:
Additionally, a thorough content audit was required to eliminate outdated or irrelevant content.
Consistency in technology was key, but existing silos and an on-premise infrastructure limited scalability and created bottlenecks. The legacy CMS’s technology silos restricted personalization capabilities, and the outdated infrastructure struggled to meet modern IT and security compliance standards.
The goal was to migrate to a more scalable, cloud-based architecture, providing the flexibility needed to handle increased user traffic and unique challenges faced in the Texas landscape, ensuring resilience and flexibility for the future.
Content Bloom led the migration to a user-centric system with a focus on collaboration and careful planning. By working closely with IT members and business users, the team validated all requirements and anchored their approach in active listening and methodical execution. Improving the authoring experience was key, ensuring the new CMS architecture was robust and user-friendly. Our holistic approach matched technology with a deep understanding of user journeys, addressing both internal team needs and external customer experiences. This ensured the solutions met immediate needs and aligned with long-term goals.
To streamline campaign creation, the implementation team designed flexible yet simple CMS features using a customized component toolbox. This enabled the marketing team to efficiently create and launch personalized campaigns.
The migration process involved meticulous manual scrutiny of 3,000 content assets, ensuring a smooth transition with minimal errors.
By adopting a user-first approach and continuously refining the interface based on feedback, Content Bloom enhanced the marketing team’s workflow and improved customer service across multiple brands.
The transformation led to a modernized and efficient system with several key improvements. The introduction of a seamless WYSIWYG editor and in-line editing features empowered content authors to publish and modify content easily, launching campaigns more quickly and resulting in significantly more annual campaigns. The ability to share complex content across pages streamlined the creation of landing pages, reducing the time required to build new customer experiences. Additionally, the tailored solution significantly reduced onboarding time for new content authors, enhancing operational efficiency and fostering a culture of productivity within the content team.
Content Bloom’s collaboration with the brand resulted in highly tailored user guides and comprehensive training for advanced CMS functionalities. This allowed for the delivery of numerous new features and substantial development time savings. The strategic choice of a familiar front-end templating language enabled the brand to leverage existing technical expertise, focusing on innovation rather than retraining. The new CMS interface provided unparalleled flexibility, enabling tailored customer experiences based on defined personas and home profiles. The migration to a scalable, cloud-based architecture also simplified automated rollouts and updates, ensuring the brand remains future-ready and capable of delivering exceptional customer service.