Wins with impact

[CONTENT] expanded the corporate blog coverage from one business line to three, launched four web-based customer newsletters, and created a new chatbot from the ground up.  The result was a 104% increase in blog-driven conversions, a 158% increase in newsletter engagement, and a 230% of benchmark chatbot interactions within a year.

[CONTENT] and [WEBOPS] collaborated to develop an automated content-entry system that enabled non-web team members to input content contributions without backend website access. This setup preserved site security, provided a consistent scalable process for routine content additions, and sped up publishing while leaving webops members free to tackle more complex projects for greater efficiency and productivity.

[OPS] and the marketing ops data lead [DATAOPS] collaborated with marketing to launch a 100% accurate marketing attribution system — a first for the company. Deploying a comprehensive system using UTMs (default and proprietary) in conjunction with dedicated landing and confirmation pages, we provided the marketing team and company leadership completely accurate tracking despite ever-increasing visitor data limitations due to cookie blockers and privacy settings. [DATAOPS] surfaced data in real-time marketing dashboards and piped it to a data lake, enabling the data sciences team to provide company-wide visibility into marketing’s impact on revenue.

A distinct department, MKTGWEBOPS developed a data-piping system that delivers leads to a D365 CRM and other marketing data to a data lake using Zapier. Fully compliant with privacy and security storage, access, retention, deletion, and at-rest and in-transit data guidelines, MKTGWEBOPS delivered not only lead and marketing-attribution data but also surveys, website metrics, and email metrics to stakeholder teams including customer care, sales, outreach, and data sciences.

With the launch of new privacy functionality in a website rebuild, any visitor who declined cookies rendered the site’s three chatbots inert. Collaborating with the head of privacy, [OPS] redesigned the cookie consent interstitial, which improved the cookie acceptance rate from ~35% to more than 90% within days — a 157% increase. Increased cookie opt-in enabled improved personalization and provided extensive data for analytics while ensuring global compliance.

[CONTENT] and [CX] collaborated to write and build chatbot flows that achieved 230% of the benchmark engagement rate, leveraging site-use data and interdepartmental insights to develop conversational experiences in brand voice across the site. The team monitored performance and usage data, iterating chat scripts to help visitors navigate the site for longer session duration, answer support questions to reduce strain on support resources, and assist with registration forms for a lower form abandonment rate.

[CX] led the transformation of the organization’s Voice of the Customer (VoC) program, shifting from a manual, ad hoc approach to a centralized, scalable operation powered by Qualtrics and integrated with Microsoft Dynamics CRM.

[CX] spearheaded the Qualtrics rollout across the organization, from survey logic and advanced branching to dashboard generation and CRM integrations, to meet evolving customer needs. Integrating Qualtrics with Microsoft Dynamics enabled real-time sentiment tracking and response for friction reduction, trust-building, and measurable customer experience gains, resulting in a near 45% jump in the company’s Net Promoter Score (NPS).

[CX] audited existing sentiment programs and unified survey design, distribution, and reporting to provide consistency and actionable insight. Working with operations and product teams, [CX] mapped high-impact customer touch-points and introduced tailored feedback loops. Establishing an operational framework that aligned technical deployment with human insight made customer sentiment data visible and accessible across departments, allowing teams to embed customer feedback into one-to-one customer interactions, weekly stand-ups, executive reporting, and service workflows.

[OPS] collaborated with the internal Jira team to design a marketing-task based version and migrate the 50+ person marketing department from Monday.com and ad hoc systems to Jira project management.

[OPS] aligned this migration with a company-wide IT shift to establish a single project management tool and optimize the techstack. As the first team within the organization to fully adopt Jira (100% of marketing uses the product for 100% of their projects), [OPS] increased interdepartmental and C-suite visibility. Post-deployment, [OPS] provided initial and on-going training to global team members and developed playbooks, which resulted in faster adoption and deeper collaboration across the department.

The techstack optimization enabled [OPS] to deprecate redundant tools, brought in-use tools into a compliant state with privacy and security, and established a scalable onboarding platform using a documented governance process.