Solving complex problems to drive revenue across multiple websites

OVERVIEW

Fitch Learning is part of the Fitch Ratings Group which is one of the ‘big three credit rating agencies’, the other two being Moody’s and Standard & Poor’s. As their long term digital partner, Creode has maintained, developed and improved their four business websites to help continuously drive their marketing strategy forward

OBJECTIVES

With Fitch Learning’s websites built on the Drupal platform, they needed an expert Drupal agency to take over their development and maintenance.

It wasn't just a s simple as developing global learning solutions for the finance sector. As Fitch delivers many of their programmes and online support to a global audience, all four sites are hugely important business tools for Fitch. The websites also have multiple integrations including Fitch’s Enterprise Resource Planning (ERP) system, so development had both be robust and highly functioning as well as future proof.

TARGET AUDIENCE

Organisations within the financial services sector wishing to provide both apprenticeship training and ongoing professional development training. In addition, with an integrated employee hub, we were also talking to people wishing to progress a career with Fitch.

INSIGHT

With the integration of four websites and a services offering of professional learning, the site not only had to be robust in terms of build, but also convey the credibility it could both serve decision makers within organisations but not waste busy students’ time. Therefore, fast site speed and world-class UX with crystal clear signposting was our first priority. Not only that, with our rich FS experience, we knew a top priority was compliance and that GDPR was of paramount importance.

CONTINUOUS IMPROVEMENT

After a period of technical analysis, Creode successfully integrated all websites into Fitch Ratings’ ERP system. The result of this work enabled the websites to become a seamless part of the ecosystem allowing them to:

  • Offer over 300 courses in 12 cities worldwide.
  • Display different prices for global regional variations using geo-targeting.
  • Provide a hub of online learning materials including more than 120 hours of recording and over 3000 sets of questions and answers.
  • Provide auto renewal functionality to individuals taking the programme
  • Offer lifelong membership for Alumni so they can access the resources.

Created a script to obfuscate all customer data for use in the development environment hence avoiding any breach of GDPR.

Creode further improved the platform, by integrating an install of Marketo, the leading marketing and automation software into the websites. This delivered powerful data to the Fitch Learning marketing team allowing them to build a single source of truth for each customer.

Using analytics and session recording, Creode have also remapped the user journey, redesigned and developed a website to support individuals who are going to take the Certificate in Quantitative Finance.

It can take up to two years to complete the programme so this website is now both a crucial resource for learners, but also a robust marketing tool for Fitch. Creode has further improved the whole process, by designing and developing online application, leading to a far easier journey for candidates.

In helping Fitch to increase its customer base with the ability to market to potential candidates who visit the site, whilst also supporting candidates and increasing retention, Creode has created a valuable and sustainable tool for the business.

In addition, alumni can be powerful advocates of the programme and their value has been realised by greatly improving the lifelong learning hub and keeping a strong connection with the brand.

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