The Project
The Next Generation Website (NGW) is a comprehensive digital transformation initiative undertaken by a residential homes development company. This ambitious project aims to revolutionise the customer experience and streamline internal product data processes. The initiative introduces several advanced technologies, including Bluestone PIM for enhanced product data management, Algolia for improved search functionality, and Builder.io for dynamic front-end content management.
The program spans multiple departments, including Sales, Marketing, IT, and regional Operating Companies (OpCos), with the ultimate goal of delivering a dynamic, data-driven, and customer-centric website platform.
The Challenges
The NGW initiative faced several significant challenges. Tight implementation timelines resulted in compressed delivery cycles, limiting the time available for training, business engagement, and readiness activities. Additionally, there was resistance to change across OpCos, which were accustomed to working autonomously with varying levels of digital maturity and limited reliance on structured data.
Training gaps for sales teams, who are often less tech-savvy, required tailored support to effectively adopt new systems and workflows. Legacy data and processes, such as inconsistent use of systems like COINS, created data integrity issues that affected how developments and plots appeared online.
Furthermore, limited early engagement due to an initial embargo on communication meant that business users were introduced to the project late, reducing their buy-in and engagement.
The Solutions
To address these challenges, the client implemented several solutions and mitigation strategies. A comprehensive five-stage train-the-trainer programme was rolled out for Systems Training Teams, combining vendor-led orientation, integrator walkthroughs, and internal competency checks to ensure thorough training. Early engagement with Regional Chairs created opportunities for input, helped manage expectations, and secured agreement on preferred training and go-live periods.
Data governance interventions tackled specific issues, such as inconsistent COINS codes for phased developments, through central guidance and OpCo engagement led by a dedicated analyst and admin team. Recognising the lower tech confidence among sales teams, bespoke communication and training materials were developed, focusing on key use cases like customer journey stages, plot information, and appointment booking. Contingency planning and crisis communications categorised risks related to go-live delays, data discrepancies, and user support, linking them to clear escalation routes and pre-written crisis communications.
Early Outcomes
The NGW initiative has already yielded several positive outcomes. Improved OpCo alignment has led to greater awareness of system dependencies and benefits, resulting in better cooperation from previously disengaged regions. The internally led train-the-trainer delivery approach has increased both competence and confidence within the training team. Enhanced data quality visibility through the use of dashboards and analyst reviews has increased visibility of data issues, allowing for prioritised fixes before customer-facing exposure.
Conclusion
The Next Generation Website initiative is set to significantly enhance the client’s digital capabilities, ensuring a more efficient and customer-focused online presence. By addressing key challenges and implementing effective solutions, the client is well-positioned to deliver a dynamic, data-driven, and customer-centric website platform.
