Internal comms and content strategy for Rolls-Royce

As one of the world’s leading industrial technology companies, Rolls-Royce has moved to a ‘digital first’ mindset in recent years.

Part of this digital transformation involved implementing a new customer relationship management (CRM) system to bring consistency to how its different business areas managed their customer journeys. They were all using different platforms and systems and usage of the new system was slow and sporadic.

Rolls-Royce needed help with internal communications about the system to get buy-in across the different business areas and increase uptake.

We worked closely with the Rolls-Royce CRM and internal comms teams to:

• identify key stakeholders across the different business areas

• map out comms channels and frequency of communication

• create a content strategy around CRM release dates and sector activity

• plan and implement knowledge sharing processes

Through stakeholder engagement we produced content to showcase how the CRM was being rolled out across the organisation, celebrate the benefits of using the new software and share best practice.

By engaging staff and changing the narrative around the CRM implementation, Rolls-Royce were able to increase stakeholder buy-in and gather feedback to make improvements and iterations.

Our content strategy and knowledge sharing practices improved the quality and consistency of data on CRM and aligned customer relation processes across the whole of the organisation.