Volkswagen

Challenge:

Volkswagen, a global automotive giant, thrives on effective internal communication. Daily email updates keep employees informed and engaged. However, their existing email system, while functional, presented a significant challenge: a lack of user-level tracking capabilities.

The Problem: Complexity Creates Blind Spots

Complex enterprise software integrations hampered Volkswagen's ability to track crucial email metrics. Marketing managers were left in the dark, unable to answer critical questions:

• Are Employees Reading Emails? Open rates were a mystery, making it difficult to gauge employee engagement with critical information.
• Content Effectiveness: Click-through rates and user interactions with specific content remained unknown, hindering content strategy.
• Was the Message Received? Without insights into individual user behavior, marketing teams couldn't determine if vital messages were reaching their intended audience.

These knowledge gaps resulted in:

• Ineffective Communication: Marketing efforts lacked the data-driven foundation needed to resonate with employees.
• Wasted Resources: Time and resources were potentially poured into content that wasn't effectively reaching or engaging the target audience.
• Frustration and Missed Opportunities: The inability to measure success hampered efforts to improve internal communication and employee engagement.

Technologies Used

• Vue.js & .net
• Sendgrid
• Figma

Solutions:

PCL-Labs partnered with Volkswagen to develop a custom Content Management System (CMS) designed to address these challenges head-on. This user-friendly platform empowered marketing teams to:

• Craft Targeted Newsletters: Design and schedule email communication tailored to specific departments or employee groups.
• Unlock Granular User Insights: Gain in-depth visibility into individual employee interactions with emails, including opens, clicks, and engagement metrics.
• Streamlined Workflow: Upload contact lists, schedule emails, and track user data efficiently within a centralized platform.
• Data-Driven Content Strategy: Leverage user engagement data to tailor content for maximum effectiveness and employee buy-in.

Your browser does not support the video tag.

Results:

The PCL-Labs CMS transformed Volkswagen's internal communication strategy. User-level tracking capabilities provided a wealth of data, enabling marketing teams to:

• See the Bigger Picture: Gain a comprehensive understanding of how different employee groups interacted with various content, allowing for targeted adjustments and improved communication strategies.
• Content that Resonates: Data-driven insights guided content creation, ensuring crucial information was delivered in a format that resonated with the target audience. This led to a significant increase in employee engagement with internal communication channels.
• Actionable Insights: By understanding what resonated with employees, marketing teams could create more engaging content, ultimately leading to a more informed and productive workforce.
• Time Saved, Resources Optimized: The streamlined CMS simplified the email creation and scheduling process, freeing up valuable time and resources for marketing teams to focus on strategic initiatives.

The tracking 😭. It's so beautiful and clean!

• Xavier, Marketing at Volkswagen

A Measured Approach to Communication Success

Volkswagen's partnership with PCL-Labs demonstrates the power of a data-driven approach to internal communication. User-level tracking provided the insights needed to deliver targeted, engaging content that resonated with employees. This case study is a testament to the transformative potential of leveraging technology to bridge communication gaps and empower a more informed and engaged workforce.

Beyond the Email: A Look at Future Potential

The success of the PCL-Labs CMS opens doors for further innovation in Volkswagen's internal communication strategy. The platform's data-gathering capabilities can be expanded to encompass additional channels, providing a holistic view of employee engagement across various communication touchpoints. This comprehensive data can then be leveraged to personalize the employee experience and foster a more connected and collaborative work environment.