About CP

22,000 km

of rail and transportation infrastructure.

$6.1 billion

in total revenue in 2013.

More than 14,000

employees in Canada and U.S.

The Challenge

Support a customer-centric strategy

The new customer portal had to support CP’s renewed focus on customer service. The website is integral to communicating CP’s products and services to prospective customers.

Accessible information for every user

The customer portal had to provide quick, easy access to the information CP’s investors and community stakeholders want to see on a regular basis. Site content had to be viewable on all devices and presented in a way that anyone could understand.

The Solution

Meet the new CPR.ca

CPR.ca is built on SharePoint 2013 and is an example of a visually rich, fully responsive website and integrated marketing tool. CPR.ca is an enterprise-level customer portal designed with CP’s business in mind.

The site’s long page concept allows communications staff to use responsive panels to feature essential information for customers and promote campaigns and key messages within the site. This supports CP’s strategy to maximize the web channel to impact sales, revenue, and corporate communications. The responsive aspect of the solution addresses the previous mobile experience, which was fragmented across devices and not connected to the desktop version of CP’s website.

Habanero conducted listening labs, analytics reviews, and user experience strategy research then created prototypes and wireframes to communicate the vision to executive stakeholders. In addition to guiding the site’s content strategy, Habanero also completed the end-to-end development of the solution. Since launch, Habanero has been instrumental in working together with CP to develop the roadmap and release plan for future enhancements.

Products and services

Given CP’s goal to encourage sales leads via the customer portal, it’s critical that prospective customers have access to content about the full-range of services CP offers. Users can quickly navigate to more detailed areas, but the main page was architected to be an entry point for anyone to learn more about CP’s services and to speak directly to customers who may be considering transportation by rail for the first time.

Investor dashboard

Investor information and key metrics are communicated in an easy-to-read, up-to-date format. Weekly recaps and quarterly tracking numbers are quickly and easily updatable and provide links to more detailed performance information for those who want it.

Community Q&A

This part of the portal displays common questions as well as information for community stakeholders living or working near a CP-owned railway or facility. Again, the focus here is on making this information as accessible as possible.

About CP

The About CP section provides an open look at the company’s governance, executive leadership, and government affairs. This portion of the portal directly fulfills the team’s goal to create an open, transparent view of CP.

The Outcome

CP is more customer-centric than ever, thanks to CPR.ca

While the site has recently launched, CP and Habanero are actively tracking leading indicators of success:

  • Reduced number of requests to the community connect team.
  • Improved quality of leads to the CP sales team.
  • Improved mobile performance.
  • Reduced 404 errors by having a single source of content
It’s more than a new website. It’s given us the focus, discipline, and framework to deliver real value to our company.

Steve Sugars, Manager of New Media and Technology