The context was complex, with diverse markets, disparate systems, and varying focus around environmental issues across branches.
Our challenge was twofold: to harmonize the digital marketing practices across the region while tailoring strategies to the unique dynamics of each branch. This involved aligning multiple stakeholders, planning the integration of various technological systems, and transitioning towards a more data and user-centric approach to marketing.
About WWF
WWF Hungary's work for conserving nature includes the protection of our wetlands – especially river and floodplain systems – our natural forests, we also work for ensuring a sustainable and environmentally friendly agriculture, as well as rural development, and the preservation of protected and endangered habitats and species.
The World Wide Fund for Nature (WWF) is a Swiss-based international non-governmental organization founded in 1961 that works in the field of wilderness preservation and the reduction of human impact on the environment.
1. Customer Experience and Data-driven marketing on the same page (literally)
One of the highlights of the project was bringing customer experience and data-driven marketing onto the same page, quite literally. By aligning marketing efforts with customer insights, we are able to deliver more personalized, relevant, and impactful marketing messages. Data plays a crucial role in this alignment process. By leveraging both customer data and qualitative data based on interviews, we gain valuable insights into customer attitudes, behaviors, and needs, which informs marketing strategy and enables us to deliver superior customer experiences.
» Getting everybody on the same page: Service Blueprint
To ensure a seamless and consistent omni-channel customer journey, we developed a comprehensive service blueprint as part of our project. By mapping out the blueprint, we were able to identify areas for improvement, streamline processes, and ensure that every interaction added value to the customer. This service blueprint served as a visual single source of truth for every team, helping them understand and deliver on the customer experience objectives of data-driven marketing strategy.
Birds-eye View of the Blueprint
The customer lifecycle is divided into 5 stages. Each stage contains the strategic goals and guidelines specific to the given stage, customer activities, touchpoints and data & tech layers of the journey.
» Segmented communication
One key aspect of the project was leveling up the segmented communication. Recognizing that one-size-fits-all marketing messages were no longer effective, we used customer insights to propose segmenting the customer base. Understanding one-off and recurring donors and the transition in-between and getting data on what kind of WWF’s activities matter to them and how they would like to be involved forms the segmentation and marketing messages across the lifecycle to drive engagement and conversion rates. This approach not only improves the effectiveness of marketing efforts but also enhances the overall customer experience.
2. A smooth employee experience, starting with the tech stack
A central part of our project was ensuring a smooth employee experience during the transformation, and this started with streamlining the tech stack. We identified the need for a seamless, user-friendly technological infrastructure that would not only enhance the efficiency of marketing activities but also improve the overall employee experience by enabling better collaboration and learning across the organization.
» Consolidated tech stack
As part of the digital transformation project, we focused on consolidating the tech stack across the region. The aim was to establish a unified, interconnected system that would allow for more efficient data management, better analytics, and reduced manual work. We were able to eliminate redundancies and improve data consistency by consolidating processes. This harmonized tech infrastructure provided a solid foundation for delivering seamless, omni-channel marketing experiences.
» Better collaboration
The success of the project largely depended on improving collaboration between the branches. We started by clearly defining roles and responsibilities, delivered as job descriptions and org charts. Alongside this, we leveraged digital platforms that facilitated real-time collaboration, knowledge sharing, and project tracking. By prioritizing collaboration, we were able to work more cohesively and effectively towards shared goals.
What we did & delivered
- Customer Research
- Employee & Stakeholder interviews
- Vision and Strategy definition workshops
- Data ecosystem assessment
- Donor experience strategy
- Marketing technology strategy
- Operational and governance strategy
- Solution plans & Roadmap
3. Learning as the building block for strategy
Our journey began with a comprehensive learning phase, where we explored the current state of digital marketing across the region. We understood the customer behaviors and local trends of each branch. This phase was critical for developing the transformation strategy and identifying the upcoming learning cases that would serve as the building blocks for planning the roadmap. By evaluating the existing challenges and identifying the potential of data-driven marketing, we were able to design a more effective approach, rooted in local understanding and regional expertise.
» Phased approach on the roadmap
Adapting a phased approach is instrumental in the successful execution of our digital transformation project. We divided the project into manageable phases, each focusing on a specific aspect of the digital marketing transformation. This approach not only makes the project manageable but also allows us to measure progress, manage risks, and ensure alignment across all branches at each step of their journey.
» Propagating learnings across the region
A crucial component of the project was ensuring our learnings were propagated across the entire region to promote consistency and efficiency. We created a collaboration framework that facilitated the transfer of insights, tactics, and best practices from one branch to another. This cross-regional learning propagation allowed us to leverage the strengths of each branch and to avoid repetition of mistakes. This collaborative approach significantly accelerates the transformation across the region.