Case study: Victrex - digital transformation for a global leader

Every day, millions of people across the world rely on products which contain Victrex polymers – from 15,000 aircraft, to 200 million vehicles, 9 million implanted medical devices and over 1 billion smartphones.

With historic roots in polymer manufacturing, and operating with global scale, Victrex is a £2.1 billion world leader in high-performance polymers, focused on strategic markets in aerospace, automotive, electronics, energy and medical.

As well as continuing to build the market for high-performance PEEK and PAEK polymers, the company is also moving downstream into new added-value products and operating much closer to customers.

With 97% of revenue coming from outside the UK, innovation and technical excellence are a key differentiator for Victrex. In 2016, Victrex was recognised as one of the top 20 most admired companies in the UK.

Challenge

To facilitate the company’s growth strategy, we were asked by Victrex to rethink their digital presence. The objective was to improve the customer experience, improve lead generation, streamline the customer journey, and to modernise the marketing platforms.

The main challenge was to help the company consolidate and streamline their entire digital estate, encompassing 4 distinct brands operating in 6 industries, and content in 11 languages, managed by a marketing team spread across the globe. A further consideration was the group-wide migration to Dynamics CRM running alongside this.

The new website had to support:

  • An increasingly global customer base
  • A diverse audience – with customers at different levels of the value chain
  • A growing network of OEMs and partners
  • Increasing specialisation – with specific grades and applications
  • A move downstrean – into semi-finished and finished components and supporting services including design, manufacture and regulatory support
  • A move closer to customers – with more recognisable brands
  • Improved communication across multiple touchpoints, long customer journeys and fragmented customer segments
  • A sales cycle that runs over several years in highly regulated environments
  • A group-wide migration to Dynamics CRM 
For the marketing team this is a game-changer. Having everything on one platform allows for streamlined campaigns and better measurement and reporting
Liat Egel – Global Digital Marketing Manager, Victrex Polymer Solutions

What we made

Working with senior business stakeholders across the global team, we developed the new digital strategy to support the business strategy, enabling growth in the core brands as well as supporting the diversification into new markets, new applications, and the move downstream into semi-finished and finished components.

Improving the customer experience

A core objective was to improve the experience across the entire customer cycle, building deeper engagement with multiple audiences in different industries, and at different levels in the value chain. We started by mapping out the customer journey across the sales cycle, establishing a series of micro-conversions that would increase customer engagement and interaction, and keep the conversation flowing.

A new marketing platform

Our next task was to modernise the marketing platform, consolidating the site management across each of the brands. We transitioned the sites to the Sitecore CMS platform and implemented a flexible component-based design system which could evolve over time. This approach has enabled marketing teams to combine content, literature, whitepapers, technical datasheets, videos and case studies, to communicate product benefits and technical information in a more engaging manner.

Increased global presence

To support an increasingly global customer base, we incorporated full translations for German, Korean, Chinese and Japanese, with lighter versions of the site in French, Italian, Russian and Brazilian Portuguese. All content is delivered through a global CDN, providing every visitor with an excellent response time, no matter where they are based.

Increased customer engagement

We rationalised and streamlined complex forms to improve conversation, adding additional opportunities for data capture and micro interactions. These drive content personalisation and nurture campaigns. We also introduced a secure “My Victrex” customer portal to allow sales teams to share collateral with customers.

Two-way CRM integration

We delivered the digital programme in parallel with a group-wide migration to Dynamics CRM. We developed an extensive two-way integration to sync customer data and interactions between Sitecore and Dynamics. This has integrated online and offline channels, and improved lead-routing and reporting.

Better customer data and insight

The new platform provides a clear picture of customer behaviour. We extended Sitecore to aggregate analytics data across all customer touchpoints including CRM data, and developed a series of dashboards using Microsoft Power BI. The marketing teams can now leverage this data to drive engagement with increased personalisation and nurture campaigns, while the sales teams have a clear picture of customer interests globally, helping them stay ahead and uncover new niches.

Results

With the new site, customer acquisition and conversion has successfully increased. Victrex has seen a 30% increase in CRM leads, a 9% increase in returning visitors and 15% increase in mobile sessions.

We have taken Victrex from a fragmented web presence, with no CRM integration, an inconsistent user experience and no technology to provide them with customer insight, to a digitally native organisation.

In leading their digital journey, we have provided the right strategy, technology, training and support to enact a lasting digital change, which has laid the foundations for future growth.

  • 23%
    increase in organic traffic
  • 30%
    increase in CRM leads
  • world class
    digital capabilities
Graham & Brown

526% increase in mobile revenue in just 2 years

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