Established in 1957, Which? is a leading not-for-profit organisation providing independent advice and guidance on consumer products and services. As a household name it campaigns at the highest levels on behalf of consumers to make their voice as powerful as the organisations that they deal with. Whilst much of Which?’s information is freely available, it provides its membership of over a million subscribers with a range of additional paid-for products and services including the regular publication of a number of magazines, digital and telephone based services.
Operating one of the largest, paid for subscription sites in the UK, Which?’s online channel – www.which.co.uk – was suffering from poor customer experience and service quality, in addition to the increasing threat posed by rival comparison sites.
