Volume 1, Number 1

Delivering More Value to Customers
Atlanta-based Georgia Natural Gas (GNG) is in a unique market. Georgia is one of only a few U.S. states with a deregulated natural gas industry. Therefore, unlike traditional gas utilities who typically have little or no competition for business (other than electric energy companies, that is), GNG also competes with several other natural gas retailers for residential and commercial customers.

GNG recognized the value of refocusing their Web site with a customer service perspective. They approached see see eye for help in rethinking the content and redesigning the site.

We first conducted external research and interviews with GNG corporate communications, marketing and customer service executives to determine the information and features that were most important to customers. Our findings concluded that information about pricing plans, customer billing and conservation tips needed to be up front. We then proposed a new site organization (including new content) to allow customers easy, intuitive access to features they most wanted to use. These additions included the ability to view up to six months of bills, enroll in an automatic payment plan and choose new pricing options. GNG's corporate communications team wrote the copy for the site.

In creating the look and feel of the site, see see eye built on GNG's humorous ad campaign, seen everywhere from TV ads to newspapers to billboards. The site’s bold type, wry humor and simple "rounded corner" design encourage instant brand recognition from site visitors.

In addition to a desire to solidify existing customer relationships, GNG saw a prime opportunity for the new Web site to reach new residents to Georgia and others shopping for gas service. see see eye created a special section on the site, offering all the information needed to choose a gas marketer.

With the launch of the new site, visitors now have the convenience of 24-hour access to GNG. The fact that in less than four months nearly 18,000 customers signed up to view their bills online confirms they’re taking full advantage of it!

To view, go to www.georgianaturalgas.com

^© 2003 see see eye

Welcome to our first issue! It's our hope that the stories we tell of our solutions for others will inspire you in your stakeholder communications efforts.

"A reason to trust" is still what investors, customers, employees and communities want the most from their institutions, organizations and corporations.

Building confidence through credibility should be the primary purpose of stakeholder communications. Simple language and appropriate design can help accomplish this.

For more information, contact Don Mitchell.

About Us

see see eye is an award-winning graphic design firm that develops stakeholder communications for Fortune 500 and other companies. The firm uses strategic creative design and effective message development to produce annual reports, Web sites, magazines, brochures and other investor, customer, employee and community communications. Additional information can be found at the company’s Web site, www.seeseeeye.com.