Case Study: Norfolk Southern improves customer portal experience with Macquarium

Norfolk Southern boosts online case creation by 50% with Macquarium

Norfolk Southern, a major transportation provider operating an extensive rail network in the eastern United States, faced a challenge after launching a newly redesigned customer portal. Despite a lengthy internal effort to modernize the experience, post-launch customer feedback was unexpectedly negative, revealing a significant gap between internal expectations and user needs. They turned to the vendor Macquarium to quickly address these usability gaps and improve the digital client experience.

Macquarium implemented a solution focused on streamlining the portal by addressing usability issues and improving navigation. They used customer insights from interviews, surveys, and testing to guide targeted improvements, redesigned user flows for intuition, and reduced load times. As a result, Macquarium helped Norfolk Southern achieve a 50% increase in successful online case creation, a 30% reduction in customer service help desk volume, and garnered 11 unique user visits.

Norfolk Southern