OUTCOMES

Typically launching a new PWS experience inside our client’s environment would take a few years, however with our ambitious approach, we launched our MVP solution in our two chosen markets – Canada and Australia.

Our next challenge is to learn from the MVP and create content, tools and services for the full experience that will be rolled out across 50 markets in 2021.

Our unique approach of getting part of the experience (content) live as soon as possible in the latest technology has allowed us to get key customer insights long before a traditional roll-out would. RMs are already indicating they are getting new, essential leads.

These are the early behaviours we have that show the proven value we have given our client in a short period of time.

• Content exposure and exploration has increased
• Scroll depth has increased with 15% reaching the bottom of the page and time on site 4x the current site
• Increased engagement with both articles and products and solutions
• Average number of pages viewed per visit has tripled across the MVP
• Intent to contact RMs has increased
• Clicks through to contact has increased by 2.5x in Canada and 7x in Australia driving new leads

A large international bank asked us to define and create a new experience for its Commercial Banking team that would position it as a partner to SME businesses and corporates, at every stage of their journey, across 70 sites in 50 markets.

In addition to defining the role and purpose of the experience we were asked to move the entire CMB website ecosystem from Sitecore 8.2 to 9.3 whilst integrating with new data technologies to our clients environment. Our client would usually use a traditional re-platforming (lift and shift) approach moving all existing content, services and tools to the new infrastructure, meaning long timelines to launch and large budgets.

When responding to the brief, we proposed a more aggressive approach, creating an entirely new service that we would launch quickly and start learning defined customer behaviours that would determine future product releases.

This new approach meant the new service was customer-centric, data-led and more agile, helping move our client’s business from:

• Brand-out to customer-in
• Data-aware to data-driven
• Linear customer journeys to behavioural-led experiences
• Globally distributed to local creation
• Siloed product development to omni-channel service design
• One-off big launch to incremental value-driven releases.

Guided by AF’s behaviour-led approach, we defined a new proposition for an intelligent service that delivers contextually relevant content, that could be flexible and efficient for local markets to react to fast changing customer needs.

The intelligent service allows markets to understand the content tools and services are that have the desired impact on desired customer behaviours. This data then informs the marketing message, increasing effectiveness of acquisition. By understanding the end to end customer experience it allows us to be hyper local, using the behaviours across the service and the marketing message to create new relevant content, tools and services for individual markets.

Rather than a traditional big-bang launch we planned to launch fast through an MVP and then evolve through ongoing learning of customer behaviour to define the rest of the new tools and services of the experience. Ultimately using these learnings to inform and integrate with marketing communications to make them more relevant and effective.

To create a rich MVP experience for each user, we reimagined how our client position their thought leadership, products/solutions to be customer-first. Working with global and local teams, we developed new ways for customers to identify their needs and increasingly customise the experience every time a user visits.

Working in an agile scrum of scrums framework, we integrated data, experience, design and technology teams together to create the MVP with two pilot markets The information /behaviours gained from the MVP will feed into the development of the content, tools and services of the full product release in 2021.

Typically launching a new PWS experience inside our client’s environment would take a few years, however with our ambitious approach, we launched our MVP solution in our two chosen markets – Canada and Australia.

Our next challenge is to learn from the MVP and create content, tools and services for the full experience that will be rolled out across 50 markets in 2021.

Our unique approach of getting part of the experience (content) live as soon as possible in the latest technology has allowed us to get key customer insights long before a traditional roll-out would. RMs are already indicating they are getting new, essential leads.

These are the early behaviours we have that show the proven value we have given our client in a short period of time.

• Content exposure and exploration has increased
• Scroll depth has increased with 15% reaching the bottom of the page and time on site 4x the current site
• Increased engagement with both articles and products and solutions
• Average number of pages viewed per visit has tripled across the MVP
• Intent to contact RMs has increased
• Clicks through to contact has increased by 2.5x in Canada and 7x in Australia driving new leads

• Varying needs across markets providing a new understanding of the support our client can provide:
• Canada – Enable growth, Expanding abroad and Ensure sufficient cash flow are the top topics
• Australia – Enable growth, Make & Receive payments, Digital adoption and Green banking are the top topics
• And markets are already using these insights to develop new content and aligning marketing activities to customer needs.