Not-for-profit certification board steps up to streamline customer experience
The National Board for Certification in Occupational Therapy (NBCOT) is a not-for-profit organization issuing certifications for the occupational therapy profession. NBCOT also works with state regulatory authorities and employers to provide information on credentials, regulations and certification renewals.
NBCOT previously had two non-integrated systems that required customers to visit multiple sites to learn about the certification process, purchase preparation materials, register for exams, maintain certification, and access private study tools. They wanted to consolidate their websites onto a single Sitecore platform, add robust commerce functionality, and integrate with the student profile in CRM for a more streamlined user experience.
Prior to RDA’s involvement, NBCOT engaged a firm to establish the visual aesthetic for the new website, and received eight to ten templates to guide the work. RDA carried the design effort forward and developed over 130 Sitecore renderings to capture all possible page configurations.
To address the fragmented digital experience, RDA consolidated the sites onto Sitecore and integrated uCommerce with Microsoft CRM. uCommerce provided a product catalog, bundling, discounts, and order history. Microsoft CRM provided the user accounts, profile data, and certification workflow.
RDA also simplified the information architecture and navigation so a customer could seamlessly walk through their certification journey from start to finish in three main steps: gather information, add materials and services to cart, and check out. Each section of the buying process has content intermingled with “add to cart” options so the customer can quickly make buying decisions to support their study goals and take advantage of different bundling options. Once a customer becomes certified, additional certification paths become available. The site identifies these personas and only offers appropriate materials to their journey. Certified professionals also gain access to secured content to maintain their certification, which uses personalization to show KPIs in a dashboard that is pertinent to their certification level. These users can play learning games that keep score, track progress, and view recommended games relevant to their path.
RDA also made it possible for non-technical staff to configure product and service bundles available for sale and simplified multiple registration processes, by adding a series of secure self-service forms that are customizable by the client’s site administrators. To reduce the need for manual administration efforts, additional services (like transferring state notices) were also added to the site.
The upgraded site also incorporated the new designs, which brought a more modern look and device friendly experience to NBCOT’s customers.
In September of 2017, NBCOT’s new site launched in time to compare January’s revenue history, a high enrollment month. In January 2018, the new site generated an 8% increase in revenue compared to the old site in January 2016. With systems integration and a new, more robust CMS, the client is better equipped to communicate with its multiple audiences. The streamlined user experience has also prompted fewer calls to customer service, and has improved the customer relationship with the company.