A large six-phase digital transformation project

AvantiGas is one of the UK’s largest suppliers of ‘off-grid’ energy solutions. 

In 2019 we started working with AvantiGas on a six-phase digital transformation initiative to increase sales enquiries and enhance the online service and support for existing residential and commercial customers. 

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When we initially tendered for a new digital partner, Quba stood out. The new website has made a huge difference to our sales enquiries. We are really looking forward to delivering the future phases of work together.
- Phillipa Loise Smith, Marketing Manager, AvantiGas

A national network supporting business and residential customers

AvantiGas supplies gas to customers who are not connected to the national grid and other solutions such as bottled gas.  

They provide a professional and safe service via their network of multiple distribution centres, two in-land gas terminals and they have UK-based emergency call centre that delivers 24/7 maintenance, service and aftercare. 

Quba won a competitive pitch to deliver a six phase digital transformation, incorporating the core website, a customer portal, pricing tools, e-commerce capability and chatbots.

Phase One - Discovery

The project started with a full-day discovery workshop focusing on phase 1, relaunching avantigas.com. This was followed up by further sessions with teams from across the AvantiGas business. The discovery workshops helped to define in detail the business needs from both a sales and support perspective. 

With diverse audience groups and a broad spectrum of needs, we decided to create clearly defined environments for residential and business customers using a ‘tab’ navigation approach.

Mapping out customer journeys

In addition to the two top-level audience groups, the discovery workshops identified further sub-groups of customers:
•    Existing Avanti customers looking to order LPG or get support
•    Prospective customers familiar with LPG and looking to switch provider
•    Uneducated prospects with no prior knowledge of LPG or the market, who find themselves with a need
By mapping out the customer journeys for each of these persona types, we were able to identify the role the website needed to play for each one, the kind of content that was required, and how it should be structured. 

Improving customer service

We carried out extensive wireframing and prototyping to ensure that usability was maximised, especially in more complex user areas such as switching supplier and customer support.
One of the aims of the new website was to reduce the time spent by staff handling inbound support calls. To do this we met with the customer support team to understand the nature of customer queries and how best to structure the support page and ensure it effectively delivered answers to the most common customer queries.

Using Kentico portal engine

We used the Kentico Portal Engine to provide a variety of page templates and widgets allowing huge flexibility to the content editors. We also created a set of bespoke back-end controls, allowing the reordering of multiple content items using a drag and drop interface.  

We used ‘page types’ to model a variety of CMS-able page templates for reuse across the site.  

The Kentico forms feature enabled us to create a CMS-editable, multi-part form journey for the ‘switch supplier’ process, so that editors could make minor adjustments to the form ongoing to improve conversion.

Ready to discuss your project? Let’s talk

Greg Mathews

Greg Mathews

Client Services Director

If you fancy a chat about anything digital, feel free to contact Greg on email or give Greg a call on 0114 279 7779.

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