Reflecting Corporate Culture in a Corporate Site: A Conversation with Tahzoo’s Lisa Bonanno


In an increasingly competitive online environment, differentiation has become more important than ever. Marketers and c-suite executives have to ensure that their primary source of contact with customers, which in most cases would be the corporate site, fully reflects what makes the company unique.

The Future CX editorial team recently had a chance to sit down with Tahzoo’s Vice President of Corporate Marketing, Lisa Bonanno, to discuss Tahzoo’s recent site re-launch, as well as the importance of having an up-to-date, cohesive online presence.

Here is what she had to say:

RS: Thank you for taking the time to talk with us today. Can you briefly describe your role and responsibilities within Tahzoo?

Lisa Bonanno: I’m the Vice President of Corporate Marketing here at Tahzoo, and I’m responsible for three main charters. One is the overall Tahzoo brand and furthering the corporate communication around the brand. The second is to drive net new revenue into the business, and finally, to further penetrate our current customer base.

RS: What was the rationale behind the Tahzoo site re-launch? What were you looking to accomplish?

Lisa Bonanno: When we look at Tahzoo’s history, we’ve been around for four years and we’re at this precipice where we’re growing 100 percent year-over-year. We’ve jut been ranked 85th in the Inc. 500 listing of fastest growing private companies, and we’ve realized that while our website as it stood had carried us through this point, it’s not going to carry us through the next phase. So we really wanted to have our website be a reflection of our full set of capabilities and offerings, and as that has evolved over the past four years, it’s not fully reflected on the site today. It’s a little bit of “the cobbler’s children have no shoes” since we are a digital CX agency.

One of the things we’re hoping to do with is to not only share with everyone what we do, who we do it for, and how we view CX differently, but also to have it be a showpiece; Tahzoo is on this amazing growth trajectory, and as you look at all the different people who work at Tahzoo, whether it’s in the DC office, Seattle, Richmond, or most recently our UK office, the culture that’s here is one that needs to be reflected on the outside, to not only share what Tazooians do but also give them insight into the people doing it. Tahzoo is definitely a pioneer in the digital CX space and we’re hoping that our site will soon reflect that.

RS: How is the redesign being approached? What steps are you taking to address visitor needs and trends?

Lisa Bonanno: We’re approaching this in different phases, and the first phase is a very quick sprint; a 30-day refresh that we’re doing to the site, and it launches this week. We significantly changes the look and feel of the site and organized it for the top personas that visit our site. This version will render quite nicely on desktop, but it’s also going to render nicely on mobile.

What we’re doing for phase two is to dive even deeper into our strategic persona work, to understand by looking at social data and other data sets, why audiences are they coming to our site, and how they prefer to engage with us. That will inform the evolution of the content and visualization that will appear on the site.

RS: What considerations need to be taken when using multiple channels? What kind of challenges arise form having so much disparate data?

Lisa Bonanno: There’s a variety of different data sets that are either have to come together, such as an ERP, CRM, and CMS systems. When the backend systems can be seamlessly connected that’s when you are able to offer your customers a richer, more personal and relevant experience.

By tapping into, not only these datasets, but also social and other digital datasets, you are able create the insights you need to inform you on your current customers – on why they’re coming to your site, what they’re looking to do and how they want to engage. You can then create what we like to call “the fair exchange,” a give and get. If a customer is coming to your site and they’re trying to engage with customer service or make a purchase, and the brand then allows them to do that in a frictionless, easy way, a trusted relationship is formed. That’s the give and get.

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