Canadian Pacific improves its connection with customers and stakeholders

Canadian Pacific (CP)—a North American leader in safe, secure and efficient railway operations—sought to improve their customer's digital experience.

The challenge

To improve customer service, stakeholder engagement, and communicate the organization's products and services to prospective customers.

The outcome

A reduction in call centre support calls, improved website leads, and a better customer experience with updated content and an improved mobile experience.

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.

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, Canadian Pacific

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