CUSTOMER BEHAVIOUR CHANGE
McAffee wanted to develop a way of distributing thought leadership and opinion articles to support a more rapid response to new security threats, and change customer behaviour to avoid surges in enquiries through contact centres.
The client also wanted to raise the profile of senior staff by positioning them as thought leaders in the field of IT security.
A more responsive, yet highly secure website was built by Gilroy, populated with a range of insightful dynamic content answering the typical needs of customers.
Expert user groups were also established, serving various regions and languages to educate and advise customers across a range of markets.
These initiatives were monitored and improved where necessary on a retainer basis.
Over the three-year period of Gilroy’s management, the client’s website’s user numbers rose to 250,000 a month.