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Work Profile - WorkflowMax Project

Writer's picture: Jamie WorrallJamie Worrall

Updated: Apr 3, 2023

An Idea to rebuild brand love and trust.




Problem Overview


WFM were busy investing in customer onboarding and implementation emails, but not proactively communicating with customers on a regular basis. The second challenge was customer data and who exactly from the organisation is actively using the product on a daily basis.

Coming to Aamplify, the brief was to design and build a solution that enables the WFM team to cleanse their customer lists and have a platform for regular customer comms + 2-way engagement in the future.



Opportunity


This was a really exciting problem to solve, the team at WFM clearly had a vision to develop great product, team and customer related content that needed to re-build customer love.



Key Deliverables:

  • custom designed #MaxHub microsite including content cards, animated image modules, and resource content

  • build on the WFM brand identity with cohesive animated digital brand elements

  • framework to engage customers, partners and advocate community

  • reinforce WFM's commitment to product evolution helping customers achieve more with regular #Maxhub content

Measurement:

  • which articles get the most click throughs and time spent – product updates, customer stories, new app partners, education, thought leadership, team stories

  • build a baseline for how to measure engagement based on real-time data

  • 50% of customers visited in first 3 months

  • gather relevant information on what is resonating with visitors

  • prove the hub is viable for further investment


Considerations


The first step was to map out all the considerations to be factored into the build. Along the way Max Allen (our Head of Product) and I, coined the Hub the #MaxHub which, as you can guess, went down a treat with WorkflowMax!


Our first step - The customer journey brainstorm



Asking the following questions;

  1. what information needs to be communicated,

  2. in what form this information should be consumed,

  3. and in what order the information should be shown,

  4. and finally what actions should they be taken next



Additional questions we pondered:


Customer

  1. a resource hub or community Hub?

  2. how will customers engage/interact?

  3. what actions will they take?

  4. how do you envisage past, present and future content or activities to be managed?

Partner


How would you like to engage your partner and influencer community? Do you require a solution flexible enough to manage;

  1. live events

  2. live chat functionality

  3. poll functionality for product feedback etc

  4. learn more modules to promote partner resources

  5. people / Vendor Profile modules to hero team and community

  6. Interactive live screen functionality


Solution


A Responsive Hub was the answer in the end - a hub which is intuitive to use, has built in motion, easily extendable in the future without an overhaul and designed/ integrated into HubSpot allowing regular content updates to happen easily internally. The content type was critical to map out during this process, it was decided that we'd need to design for, and help produce, the following content to feed out over a 6-month period;

  1. new App / Partner announcements

  2. Industry and Customer Thought Leadership video Interviews

  3. product update videos

  4. team Spot-light interviews and video presentations

  5. watch pages for content to profile partners and solutions

  6. add polls to pages for feedback, ideas, interests etc


Our process to deliver this happened across 4 phases;



The build happened progressively over a 3-4 month period as we rolled out content.



Month 1 Interaction Goal - Drive visits + Community Signups



Month 2 Interaction Goal - Drive Visits + Customer Story advocates



Month 3 Interaction Goals - Start asking questions via polls / Social listening




To add to the fun, Aamplify was also given the opportunity to solve the content production dilemma (note: covid, lockdowns etc etc). Luckily we had an award winning virtual video production product already to go...Using the combined power of HubSpot, StreamYard and Vimeo Live to deliver virtual meet up’s, panel discussions, product updates, tech talks – WFM had complete flexibility around what they delivered to customers, when it suited.




Virtual Product Overview




The Output - MaxHub



Results:

  • hubSpot dashboards showing which articles get the most click-throughs and time spent viewing

  • updated / cleansed customer user information

  • 52% of customers visited in first 3-months (driven by app-cue notifications primarily, but broadened out via social by month 3)

  • proven platform for customer engagement and future investment

  • proven model for virtual recordings across global regions





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