Cingular Wireless is making it easier than ever for customers to shop for wireless service and manage their accounts online following a full redesign of http://www.cingular.com/.
Combining a new world-class design with new levels of personalization, cingular.com gives customers greater control over their online shopping experience by making it easier than ever to purchase services, devices and accessories. While at the site, customers can also establish a personal online account at MyCingular, where they can then review and pay their bill, check voice minutes or data usage, access phone and device tutorials, upgrade their phone, and more.
"Our objectives in redesigning cingular.com were clear," said Bob Steelhammer, vice president, e-commerce, Cingular. "One - make it simple for customers to buy wireless service. Two - provide them with world class customer service tools. And three - provide an attractive design and intuitive navigation. Cingular.com gets the job done with style."
The site remembers which products and services are of interest each time a customer returns to the site, saving time in the searching and buying process. In addition, with the many special offers on service plans and devices that occur over the course of a year, Cingular can easily create new catalogs for targeted promotions and display them to customers in a visually appealing manner.
The company expects the new design will increase the percentage of online sales at a lower cost per customer and positively impact average revenue per user (ARPU) through personalization and targeted offers.
The site provides unprecedented levels of customer service tools. Whether a customer needs to learn to set up voice mail, use his or her phone abroad or report a lost phone, Cingular.com provides easy-to-find instructions. In addition, customers signing up for online account management can view their statements online, make payments and view their remaining minutes and Rollover minutes.
"Cingular.com is a full-service store," added Steelhammer. "We handle sales, service, and technical issues. We want to provide more service and less wait time for our customers."
Cingular teamed with Avenue A | Razorfish, the largest interactive agency in the U.S., to create the strategy, define the user experience, develop the look and feel, and enable the underlying technology of the new site.
"Consumers and businesses are unique, so a one-size approach doesn't fit all," said David Friedman, regional president, Avenue A | Razorfish. "With all the distractions online, the site anticipates customer behavior and can provide relevant information based on a user's profile, so consumers and businesses find the products and services they need right away."
According to recent survey of wireless subscribers by the Yankee Group, the number of people doing business online is growing. Most have computers and about half accessed their carriers' website in the past six months. While at the site, 68 percent reviewed or paid their monthly bill; 39 percent
checked price plans; 10 percent bought mobile content; and others visited the site to change price plans, upgrade their device or contact customer service.