Central platform and individual brand experiences: Flexible solution creates synergy effects for the leading Swiss credit card provider
Swisscard AECS is the only company in Switzerland to offer the world's leading credit card brands American Express®, Mastercard and VISA from a single source. Until now, the company has used many different systems for its various brands and processes. The maintenance effort was correspondingly high. A further disadvantage was that the company's online presence lacked consistency. A new, functional system should therefore replace the old technology. Since the previous systems were outdated and cost-intensive to operate, a rapid changeover was necessary.
The large number of systems was a heavy burden for Swisscard. With the new technical solution, this has changed: Based on Magnolia, Merkle delivers a system that serves as a content management system, DAM and PIM at the same time. It is much clearer and easier to maintain. It also makes it easier for Swisscard to manage user accesses, roles and, in particular, brands.
All information on the various credit cards is stored centrally and uniformly structured in the PIM and can thus be used quickly and flexibly on product pages. This makes it much easier for employees to keep information up-to-date, set internal links and allow users to compare credit cards.
Swisscard customers also benefit from the CMS migration: Merkle has designed page types that are precisely tailored to their needs. The new websites ensure a uniform user journey – regardless of the card brand or technical base. Thanks to the compatibility with the common browsers on the market and a high loading speed, more users will find the right page even faster. The new modern and simple mobile-first design meets the needs of customers.
In addition, we have significantly improved the information architecture together with Swisscard – so every user can find the information they need directly.
The new help center will be the first point of contact for all questions concerning the credit card brands' products. Customers can quickly find further information on the most common concerns or use the search function to find the answers to their individual questions. With the digital self-service area, Swisscard offers a valued alternative to contacting the call centre and can thus raise the service level and save costs at the same time.
With the flexible CMS Magnolia, the development of new web presences for other Swisscard brands is quick and easy. As a credit card provider for various brands, a central requirement was to be able to easily manage the corresponding websites on one system.
All brands share the same technical basis – components can be reused with the help of the skinning approach. However, the brand identity is not lost in any way. The corporate design of SWISS will be consistently applied to the new product website for the SWISS Miles & More credit cards, creating an individual brand experience closely aligned to the SWISS branding. The result is not only a better customer experience, but Swisscard also benefits from synergy effects of strong partner brands such as SWISS Miles & More.