Challenge

We were asked to improve a digital experience for one the world’s largest banks, by positioning it better as a partner to SME business and corporate customers, at every stage of their online journey, across 70 sites in 50 markets. As part of the brief, we needed to migrate all current CMB sites and re-platform from Sitecore 8.2 to 9.3 while integrating with new data technologies to the bank’s environment. 

Solution

Rather than re-platform, we proposed to create a new service that focused on being customer-centric, data-led and more Agile. Guided by our behaviour-led approach, we defined a new proposition for an intelligent service that delivers contextually relevant content, and is flexible and efficient so local markets can react to fast-changing customer needs.

We planned to launch fast through an MVP and then evolve the experience by using ongoing learning of customer behaviour to define more new tools and services. To create a rich MVP experience for each user, we reimagined how this giant global bank positioned their thought leadership and 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. 

Within nine months, we successfully launched our MVP solution in our two chosen MVP markets, Canada and Australia. Our next challenge has been to learn from the MVP and create content, tools and services for the full experience that is being rolled out across 50 markets in 2021.

solution picture

Activity

This service was built with Sitecore 9.3 and Sitecore Headless Services. It’s fully aligned with toolkits and legacy technologies approved and validated within the bank such as React for Front-end, Adobe Analytics, Eloqua for Forms and Tealium for Cookies, plus a no-touch Azure environment for hosting and Akamai for caching. The solution brings a granular level of logged-in-state personalisation, without the need of the user to login. 

Results

11.5 x

Visitors who view articles on the MVP are 11.5x more likely to also view Product related content compared to visitors to Legacy site articles.

5x

Visitors to MVP P&S content are about 5x more likely to express interest in contacting HSBC compared to visitors to Product category content on Legacy.

2x

MVP visitors view more than twice as many articles per visit compared to the Legacy site

10x

Visitors to MVP articles are 10x more likely to filter their content compared to those who view Legacy article pages.