AFL (www.AFLGlobal.com) provides industry-leading solutions, products and services to the electric utility, broadband, communications, OEM, enterprise, wireless and transit rail markets as well as the emerging markets of oil and gas, mining, nuclear, avionics, medical, renewable and intelligent grid. BlueKey worked with AFL to develop and deploy an enterprise web solution to empower the marketing teams to communicate the benefits of their complex solutions and product lines across a variety of markets and industries, as well as provide an searchable product catalog to help customers find the right products and information to fit their needs.
The previous website was out of date, failed to communicate the scope of AFL's global reach, and didn't provide the tools to allow the marketing and communication teams to effectively manage their online web presence. In addition, it lacked a centralized searchable product database, which presented problems for both customers and internal business units. Customers couldn't find the products they were looking for and were flooding customer service with calls, and AFL's internal divisions had no centralized database to manage thousands of products and their associated documentation.
BlueKey worked closely with AFL to develop a more engaging online brand experience that is visually impactful, sends a clear message, and presents products and services from a solution and industry perspective. With the Content Management System, the marketing and communication teams now have the power to manage their web presence and communicate with existing clients as well as target new markets. BlueKey also built a product entry tool for the internal business units to efficiently create and manage the centralized product database. Finally, for customers, we developed a set of robust search tools to help them find product information and answers to their questions more quickly.
"Within the first quarter after launching the new site, we saw double digit growth in new unique visitors and an increase in organic search traffic. More importantly, key performance indicators confirmed that customers were finding the information they were looking for in record time. With a customer-centric website containing thousands of complex products, this was a big win for customer service."
- Rob Davis, Interactive Manager, AFL