This document outlines a three-phase plan to increase customer traffic to a self-service website. Phase 1 involves directing password reset requests to the website instead of handling them by phone. Phase 2 includes a mass email marketing campaign and phone hold messages promoting the website. Phase 3 prepares stakeholders like Training, IT, Marketing, and Management for the changes. The plan aims to better serve customers through the more convenient website while reducing call volume.

1. SELF SERVICE WEBSITE
MARKETING
John Chisolm

2. INCREASING CUSTOMER WEBSITE
TRAFFIC
 The primary goal is this project is to increase
customer use of the self service website. This will
be done using 3 mechanisms discussed on the
next few slides. Each of these methods has a
potential impact to a business area in the
stakeholder group.
 Directed flow of customer traffic to the website
 Enhanced marketing to key demographic group
 Technology upgrade to be operational to accompany
the directed flow and marketing effort

3. PHASE 1: DIRECT TRAFFIC FLOW TO WEBSITE
 Password Resets no longer processed on the website
by call center agents
 Agents advise the customer that the reset link is being sent
to their email address on file
 Password Reset link sent to customer email
 Link will re-direct customers to website for password
reset which will require customers to log in to
complete
 New more prominent Password Reset button visible on
website as a reminder to customers
RESET
PASSWORD

4. PHASE 2: ENHANCED MARKETING CAMPAIGN
 Mass email to all targeted customers of the direct link
to the website with automatic bookmark option
 Replace music in phone routing system with
reminders of faster access through the website
 Need your paycheck balance?
 Looking to update your direct deposit?
 Need a password reset?
 Directive to targeted client regional managers to
direct new hires to the website and not the call center
except for technical issues

5. KEY STAKEHOLDERS
 Training
 Customer Service Phone Team
 Training Department
 IT Department
 Marketing
 Management

6. BUSINESS AREA IMPACT - TRAINING
 Phone Staff Training
 Procedures have been updated to include the new steps to
access the site and use the Reset Password on behalf of the
customer.
 Alternate procedure in place for those without access to
email
 No change in procedure for support of customers with no or
limited access to the website
 Identified Training needs are complete

7. BUSINESS AREA IMPACT – IT
DEPARTMENT
 Password reset link on the self service website has
been enhanced
 Visual updates only as functionality remains unchanged
 Projected heavy traffic hours during payroll weeks
have been identified and staffing levels set
 IT help line will be open during those identified peak
times for direct updates from supervisors for reported
issues from phone staff
 Mass Email set and ready to distribute on Tuesday of
non-payroll week to prevent possible network issues

8. BUSINESS AREA IMPACT - MARKETING
 Hold and routing music is set to be replaced with
management approved website hold message
 Determined to be a 1 minute message with 30 seconds of
music with standard estimated wait time update followed
by the website message set for repeat
 Mass email message with link has been approved and
tested by Marketing, IT and Training
 Update to new hire training documents approved by
client and ready for implementation in hiring package

9. BUSINESS AREA IMPACT - MANAGEMENT
 Management Notification for updates
 Saturday
 New Reset button debuts on website
 Phone tree is updated with new message
 Tuesday (non-payroll)
 New hire documents are updated with new directive
 Mass Self Service Link Email sent to employees
 Procedure change for password reset options

10. REFERENCES
 Shwom, B., & Snyder, L. G. (2014). Business
communication. NJ: Pearson

11. SELF SERVICE WEBSITE MARKETING
http://www.slideshare.net/johndavidchisolm/busine
ss-project-proposal-33430506