HSBC Global | Case Study
Using Digital Maturity to unite 13 markets and deliver $86m growth
Summary
HSBC created a unified digital-maturity approach across 13 global markets to raise marketing performance and support growth. LEAD helped bring the programme together, improve visibility and deliver playbooks and dashboards used by teams worldwide.
Results at-a-glance
Projected 86 million dollars in incremental revenue over three years
Shared digital-maturity dashboards used across all 13 markets
Programme scope expanded to cover martech innovation due to early successes
Service Area:
Operating Model
Client Snapshot
One of the world’s largest banks, serving over 40 million customers across 57 markets worldwide.
Challenge
HSBC Digital Marketing were undertaking an ambitious Digital Maturity Transformation programme aimed at improving the effectiveness of digital marketing across all markets which faced several challenges:
The Digital Maturity Transformation had to align with global strategy while landing local business results.
Some market teams were far ahead of others on their maturity journey.
The programme owners were split between Hong Kong and London and had never worked together, leading to duplicated effort.
Solution
LEAD served as the joint office for the Hong Kong and London programme teams, covering four main streams.
Local Market Engagement
Ran structured discovery in every market to align market needs with the success of the programme. We launched a self-assessment that allowed local teams to rate their own capability gaps while maintaining more visibility, so support was there when needed.
Senior Leadership Communication
Created a communication strategy that educated other stakeholders by bringing a Marketing voice into strategic conversations at the leadership level, raising visibility on Marketing priorities and challenges. This built credibility and demonstrated the value of the programme with business goals.
Digital Maturity Dashboards
We built an interactive dashboard that shows every market’s maturity status and planned martech roll-outs at a glance. This dashboard gave all stakeholders, including those outside of Marketing, a clear view on the programme progress.
Content Playbooks
LEAD created a series of content playbooks for all markets to understand and embrace HSBC’s best practice in certain specialisms regardless of current maturity. These playbooks were long-form interactive guides customised for HSBC context.
Outcome
The first round of improvements was projected to add $86 million in incremental revenue across 13 markets over three years.
All markets now use the colour-coded digital-maturity dashboard, giving both marketing and non-marketing teams a clear, shared view of progress and next steps.
Because of programme success, the scope has widened to covers martech innovation delivering more commercial impact.
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HSBC Global | Using Digital Maturity to unite 13 markets and deliver $86m growth
HSBC created a unified digital-maturity approach across 13 global markets to raise marketing performance and support growth. LEAD helped bring the programme together, improve visibility and deliver playbooks and dashboards used by teams worldwide.
