August 26, 2004, 12:00 AM

To drive customer service, Kelley Blue Book relaunches

Kelley Blue Book, which operates the web’s most frequently visited automotive research site, is implementing a year-long and five-stage redesign.

Paul Demery

Managing Editor, B2B E-commerce

To enhance customer service for online car buyers who use the web as a research and vehicle comparison tool, Kelley Blue Book is implementing a major site redesign.

Kelley Blue Book operates, which links to car dealer sites and is the web’s most frequently visited automotive research site.

For better customer service, Kelley is implementing a year-long and five-stage site redesign. In the first phase, Kelley is overhauling its page design and site navigation process to give shoppers faster access to information such as new and used vehicle valuations, industry research, vehicle reviews and ratings and financing and insurance selection tools.

In the second phase of the redesign, which Kelley expects to complete later this year, the company will introduce a new car configuration or `build a car` tool. The interactive application, which Kelley calls "The Perfect Car Finder," will let online car buyers compare up to four new or used vehicles with enhanced content at the same time.

More rich content will also be added to the site in the next phase such as easy-to-print new car reviews, safety information, additional vehicle photos and more car buying and selling advice, says Chris Conn, director of web site content for Kelley Blue Book. "We worked very hard to ensure that we heard from users, partners and advertisers during the redesign process," he says.

To expedite customer service, and to make sure that Kelley relaunched the site with the updated tools and content expected by car buyers, dealers and manufacturers, the company conducted focus groups and solicited specific feedback from more than 600 site users.

According to comScore Networks, Inc. more than 6 million visitors click on each month to conduct automotive research.



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