Distinction Helped the UK’s Digital Transformation Leader, Capita, Solve Their Own Transformation Challenges

Capita is the UK’s leading transformation and digital services business, delivering innovative solutions and simplifying the links between organizations and customers, governments and citizens.


As the UK’s leading provider of IT services to enterprises, Capita helps businesses digitally transform. They excel at designing, managing, at integrating secure IT services and have unrivaled expertise in secure infrastructure services, modernizing applications, and the delivery of innovative mobile solutions.

With some digital transformation challenges of their own, Capita recognized the value in engaging with an external partner and so they approached Distinction to help solve them.

The Brief

Knowing their existing website wasn’t fit for purpose, Capita asked Distinction to help them solve some specific challenges:

  • It didn’t reflect their company and positioning the right way
  • It was hard to navigate and didn’t engage visitors well enough
  • Their CRM, Salesforce, didn’t integrate with their website, meaning disjointed data
  • CMS administration was difficult and there was a lack of content governance

The Strategy

After a thorough discovery phase with internal and external stakeholders, Distinction worked collaboratively with Capita’s digital team to embed the Kentico Digital Experience Platform (DXP) in their business. This allowed the seamless integration of Kentico with Salesforce, thus making the most of Kentico’s enterprise marketing suite.

The Action

Firstly, Distinction led the Capita team through a series of customer experience workshops to plan the ideal digital experience. Then they created fresh customer personas and user journey maps to define how the new website UX should be designed.

Staying true to their active strategy approach, Distinction and Capita undertook a series of design sprints using agile development to work collaboratively on the website built on Kentico Xperience. Having created a more tailored digital experience for visitors, the new and improved UX led to higher engagement and conversion rates.

With CRM integration as a key must-have for the project, the Distinction team created a bi-directional integration with Salesforce. This enables website activity and enquiries to be tracked against a CRM contact record and, in turn, CRM data to be used to inform website personalization and optimization.

Kentico Xperience’s reusable content functionality allowed website editors and admins to recuse existing content on new pages and store all media sources in one place, meaning Capita could control content and make sure it adhered to brand guidelines.


In addition to the less measurable impacts of increased brand awareness and employee advocacy, Capita enjoyed the following outcomes: a 48% increase in new business enquiries, a 268% increase in mobile conversion rate, an 8% increase in new visitors, and a 16% increase in website engagement.

About Distinction

Distinction is the digital product studio who’ll make you stand out. They work with clients to disrupt their sector, challenge the competition, and capture market share by delivering experiences users love.