Client: SSAB
Agency: Comprend
Digital Transformation for SSAB
Digital Transformation of Marketing Operations, Commerce and Customer Services
SSAB is a global steel company with a prominent position in the high-strength steel industry. SSAB's objective is to become the first provider of fossil-free steel in the market while significantly reducing carbon dioxide emissions.
Insight
We have led the digital transformation of SSAB customer services, which encompasses websites, customer portals, content operations, and overall digital marketing.
We employ advanced analytics that amalgamates data from website, CRM, ERP, and social media to optimize Marketing Return on Investment (MROI).
The core of our strategy is to empower marketing operations with data-driven insights that enhance the customer experience and continually improve targeted marketing efforts.
Idea
SSAB previously had a fragmented digital presence that consumed substantial resources without delivering effective results. Our collaborative journey began with a comprehensive overhaul of the customer experience on public websites, encompassing both design and content. This overhaul involved the adoption of new Content Management System (CMS) technology, advanced cloud services, and the implementation of digital governance processes.
The objective was to create a new, robust framework capable of supporting multiple brands and website implementations. Over time, this relationship evolved into a genuine collaboration that brings tangible benefits to customers across all touchpoints.
At the heart of this transformation, we established a customer data platform that empowers marketing operations, providing a 360-degree view of the customer and enabling personalized customer experiences.
Impact
- We have significantly increased customer engagement, resulting in a fivefold increase in leads.
- Marketing operations now leverage advanced analytics to direct the right traffic to our digital services.
- We continually enhance the effectiveness of global content, SEO, and paid media processes.
- The consolidation of product data into a single source has improved data quality and released content and legal resources for other critical tasks.
- Automated language processes have enabled to efficiently scale language versions, product leaflets, and content translations.
- Customer and commerce efforts have enabled to provide 24/7 services, offering a leading customer experience in the steel industry.
At the heart of this transformation, we established a customer data platform that empowers marketing operations, providing a 360-degree view of the customer and enabling personalized customer experiences.
