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| UPS delivers millions of letters and packages to people all around the world every day. UPS was the first on the Internet with package tracking utility, yet FedEx managed to outmaneuveur them in the perceptual war of being the technology leader. UPS had invested heavily on a Web site, with lots of bells and whistles. And like many Web sites, it was organized by products and services - the way UPS, as a company, was organized. When we started redesigning their Web site, the goal was to improve the performance of the site and determine a way to win the perceptual war. UPS currently receives about 100,000 phone calls a day related to tracking issues. Each call costs about $2 to handle. In looking at the problem, we decided to redesign the Web site around a user-centric model based on activities - not categories. The Web site developed currently handles about 66,000 tracking related sessions a day. About 50% of these normally would have gone through the phone center. Handling these tracking issues by Web, instead of phone, saves about $1.50 per inquiry. So if you figure a cost savings of about $45,000/day across the 250 working days of the year, UPS saves an estimated $10 million a year on tracking costs alone through the use of the Web site! (Incidently, UPS estimates that the Web tracking will surpass phone tracking sometime Fall 98). |
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