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Mazda NA Operations: Creating one single frontline workforce portal
Automotive manufacturer, Mazda’s North American Operations (NAO), has unified four separate intranets to create a single workforce portal that can be accessed by both Mazda employees and the dealership network. Built on the Optimizely CMS, the site has highly distinct branding to align with the experience customers receive in dealerships.
The site has targeted experiences so that the different groups can access relevant content. The delivery methodology features a robust discovery period, strong content governance, and a program of continuous improvement. Highlights include an enhanced newsroom section, integration with the company’s Salesforce-powered email newsletter system, and an improved search experience.
The intranet has high levels of adoption with around 75% of users visiting daily, including from dealerships. Views of news content has also risen sharply, by over 400% .
Why this won a Gold award
- This is an ambitious project to provide one portal for both employees and dealerships, which is still a relatively uncommon approach.
- The overall delivery methodology for the project is very solid.
- We love that the dealerships feature so prominently in the discovery phase.
- We applaud the commitment to governance to ensure content remains accurate and up to date.
- The intranet / email integration is highly effective, empowering 50 content distributors to send their own email comms.
- The highly distinctive branding alignment on the site is very strong, particularly important given that this is an automotive brand and involves dealerships.
- Achieving such a high level of daily active users is very impressive, especially with dealerships who are not even Mazda employees.
- The intranet delivers some high value content including the “newswire” feed of market and competitor news.
Full case study
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