Qallann Marketing Agency

Overview

Nairobi City Water & Sewerage Company (NCWSC), commonly referred to as Nairobi Water, is the largest utility company in Kenya. The organisation is responsible for providing water and sewerage services to over 4 million residents in Nairobi County. Their mission is to ensure efficient, cost-effective, and sustainable water and sewerage services to the residents of Nairobi.

By 2019, NCWSC realised that its digital presence was hindering its ability to effectively communicate with customers. The outdated website frustrated users, lacked discoverability, and was not optimised for mobile devices or search engines, leading to poor customer experience. This made it difficult for customers to access vital information, leaving many relying on time-consuming calls to customer service for assistance.

NCWSC engaged Qallann Marketing Agency to revamp their website and improve their customer engagement through a more user-friendly and customer-centric digital experience.

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Solution

Working closely with NCWSC, Qallann Marketing Agency delivered a comprehensive digital solution that included a complete website overhaul, technical SEO improvements, chatbot integration, and a redesigned company newsletter. Here’s a breakdown of the solutions provided:

1. Website Redesign & Development

We undertook a complete website revamp, transforming it into a modern, customer-centric, and mobile-responsive platform.

• Mobile-first Design: The new website was optimized for mobile, making it easier for customers to access information from their smartphones, a critical feature given the high mobile internet usage in Nairobi.
• Improved Navigation & User Experience: We simplified the site architecture, introducing an intuitive navigation system that made it easy for users to locate services such as billing information, service interruptions, and emergency contacts.
• Customer Journey Mapping: To ensure the best possible user experience, we developed customer journey maps that catered to different user personas, including homeowners, landlords, business owners, and institutions, allowing them to access relevant services easily.

2. Technical SEO

To improve search engine discoverability and help customers find NCWSC’s website more easily, we implemented technical SEO improvements:

• Keyword Research & On-page SEO Optimisation: We researched relevant keywords and optimised the site’s content, meta tags, and URLs to increase visibility on search engines.
• Site Speed Optimisation: Improving the site’s loading speed was a priority. We ensured the redesigned website was optimised for fast performance, which also contributed to improved SEO rankings.
• Mobile SEO: Special attention was given to mobile optimisation to ensure that the site ranked well on mobile search queries, which is crucial for Nairobi’s high mobile-first internet users.

3. Facebook Messenger Chatbot Development

To streamline customer inquiries and reduce pressure on their customer service team, we built a Facebook Messenger Chatbot that could respond to frequently asked questions, provide water service updates, and guide users through basic tasks such as checking billing information and reporting service issues.

• Customer Journey Mapping for Chatbot: We mapped out user flows to create a seamless and intuitive chatbot experience, catering to common customer queries.
• Automation: The chatbot automated responses to recurring customer questions, freeing up the customer service team for more complex inquiries.

4. Newsletter Redesign

To improve customer engagement through their regular newsletters, we refreshed the visual design of NCWSC’s company newsletter.

• Modern Design Elements: We introduced a clean, professional layout that aligned with their new brand identity while making the content more readable and visually appealing.

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Results

The comprehensive digital revamp produced immediate and measurable results for Nairobi City Water & Sewerage Company:

1. Improved Customer Experience: The new website’s mobile-friendly design and simplified navigation significantly enhanced the user experience, allowing customers to access information more easily and reducing frustration.
2. Increased Web Traffic & Discoverability: With the technical SEO improvements, NCWSC’s website saw an increase in organic traffic from search engines, improving the visibility of key information and making it easier for customers to find them.
3. Reduced Customer Service Calls: The chatbot automated responses to frequently asked questions and service updates, reducing the volume of customer service calls and allowing NCWSC to manage customer relations more efficiently.
4. Professional & Engaging Newsletter: The redesigned newsletter improved engagement rates and better reflected NCWSC’s updated brand identity, providing readers with a more polished, visually appealing experience.

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Key Takeaways

• Mobile-first Design is Crucial: For a city like Nairobi, where mobile internet usage is predominant, having a mobile-friendly website can drastically improve customer satisfaction and usability.
• Automation Reduces Friction: Introducing a chatbot and customer journey mapping improved user engagement and streamlined customer service.
• SEO Drives Discoverability: Proper technical SEO can significantly improve search engine rankings, making it easier for customers to find important services and information.