Con-Way’s
website is the most robust and user-friendly in the LTL (less-than-truckload)
shipping industry. Using the website saves time and money for
Con-Way customers and makes Con-Way more efficient, giving
the
company an important competitive advantage.
Goal:
Increase customers’ use of Con-Way’s
website.
Strategy:
Train Con-Way’s customer service representatives
to effectively communicate the advantages of using Con-Way’s
website to their customers. For maximum efficiency, web-based
tutorials were deployed via the company’s intranet to
be accessed and/or printed out by field personnel, as needed.
Sales representatives were required to pass an online test to
confirm training success. As a second phase, Smith-Winchester
adapted the training program to interactive CD. Organized according
to customer benefit, and covering all aspects of Con-Way’s
website, the CD’s are designed for use by Con-Way sales
people with their customers. In addition, portions of the program
were re-purposed for use on Con-Way’s public website.
Results:
By making 23 tutorial modules accessible via
the company’s intranet, Con-Way successfully educated
- over 2,000 customer service reps, regional managers and
service-center personnel in less than four weeks. All successfully
passed the test. After initial customer engagement, site registration
rates jumped 50%, creating 300 new users per day.
