ServiceSource: Building a CX Website

The Challenge

ServiceSource is a publicly traded, B2B Customer Experience Solutions provider. They approached Blennd for a complete website overhaul that spoke to their current state. After launching new services and reassessing their business’ primary priorities, the ServiceSource team knew they needed a digital presence that reflected their modern identity, told a story in their unique brand voice, and improved user experience for their customers.

Our Approach

Through our discovery sessions with their team, we uncovered the main priorities for the ServiceSource website. They needed a platform that told a story in their unique brand voice and improved the user experience to optimize conversions. Once we learned about their requirements, we completed a website audit that provided details on current traffic analytics and informed their user flows. 

With these insights, we had what we needed to create a data-driven website strategy. Blennd built out a comprehensive sitemap structure that highlighted their service buckets. Our development team then identified features that emphasized their customer service and global presence — while providing a more robust user experience. 

ServiceSource is a human-first company; their primary focus with the new website was to display an authentic brand personality and steer away from dry, stereotypical tech company layouts. As a large, global business, they needed to show their audience that they were real people who cared. Their team wanted to make users feel like they were beginning a connection when they got to the site, and empowered by the possibilities their services proposed.

Plus, from a business perspective they needed to create a strong user experience that encouraged their audience to learn more about services and convert. All of these elements played into our comprehensive website strategy for their brand. Experiences and testimonials from their customers would display the outcomes they enabled.

The new website design highlights customer stories and outcomes from engaging with the ServiceSource team. Dynamic scrolling features reveal their solutions, and imagery throughout portrays real people interacting with their technology. Their pages now engaged with users and drew them through information and toward conversion. Meanwhile, updated colors and design elements provided a refreshing, modern feel that reflected their tech-focused brand without leaning on traditional design tropes within the industry.

The SEO/Content team delivered custom content that embodied their new brand and suited their updated design. UX-focused meta data ensured that all pages met SEO standards, and 301 redirects confirmed that there was zero disruption to users with the new website launch. Pre-launch and post-launch site audits identified any small fixes that needed to be addressed and ensured that the platform was equipped for optimal site health. Finally, a robust resource center provided a platform for ongoing content, enabling ongoing SEO growth and updated insights for their customers for continued growth in their digital presence.

Several custom features brought a unique functionality and feel to the site. As a global entity, they needed to present their offices around the world and display details. Blennd’s development team created a custom interactive map that allowed user to learn more about each location and pinpointed their locations. When it came to conversions, we integrated GA event tracking into webforms to analyze submission data throughout the website — providing detailed insights on their leads and empowering stronger sales processes. Plus, the chatbot feature enables a quick connection with support for those that landed and wanted to get started immediately.