Scaling content and breaking down silos to increase customer engagement globally
A siloed approach to content planning was undermining the effectiveness of global content.
We developed a pilot in partnership with markets to deliver fast change and a blueprint for scaling content operations globally.
What was at stake?
American Express invests heavily in content both centrally and in local markets. A siloed approach to content planning and distribution was seeing a lot of global content wasted and inconsistent customer engagement.
The challenge was; how to deliver faster, more relevant content, to local customers throughout the customer decision journey.
We launched a pilot with a mandate for designing new content planning and distribution processes, in partnership with a group of international territories.
This approach delivered fast change to workflow and performance. Customer engagement doubled, and there was a five-fold increase in content utilisation.
The pilot was the business case for change and attracted advocates from across American Express to scale this new approach to the whole content organisation.
If you’d like to talk to us about how we can help you break down silos enter your email below and we’ll be in touch.