Enterprise Inns Plc is one of the largest leased and tenanted pub companies in the UK. It was formed in 1991 and now has over 7,000 pubs spread throughout England, Scotland and Wales. They have launched smartAgent on the corporate website to improve the online experience and reduce routine in-bound enquiries to their small customer service team. Specifically they wish to make the website easier to use, enhance the brand's trustworthy stance, ensure customers enjoy the online experience hence encourage return visits and finally improve feedback mechanisms so that the customer feels valued. Visitors to www.enterpriseinns.com can click on "Got A Question" and are greeted by smartAgent "Jane" who is there to answer queries twenty-four hours a day, seven days a week.