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The evolution of digital communication at maxon

Customer centricity in 11 languages with CoreMedia.

60+

customer-specific content modules

360+

content pages in 11 languages

16

maxon websites

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About maxon

Precise DC and BLDC motors, gearheads, sensors, control electronics, mechatronic drive systems and much more. All in Swiss quality. From prototypes to mass production. Since 1961, companies from the medical technology, robotics, industrial automation, mobility and aerospace sectors have been relying on maxon's reliable drive systems. Where uncompromising precision and the highest quality standards are crucial to success, maxon drives show what they are made of. Be it on Earth or on Mars. 

With size and success comes complexity. With four business units, 20 market-specific teams, nine production sites, a presence in over 40 countries, and daily interactions with business customers, suppliers, stakeholders, partners, media, and employees, there are always new challenges, especially in the area of communication.

CoreMedia was able to convince

To get grip on this complexity, maxon launched a digital communication project at the beginning of 2021. In one of the first three parts of the project, a completely new technical solution for digital communication was evaluated. To this end, several content management systems were examined that would be suitable for the extensive framework conditions and goals of the coming years. Selected platforms were evaluated in intensive workshops based on a catalog of over 100 significant questions. 

maxon was looking for a solution that suited the company and could be perfectly integrated into the existing and future ecosystem. Not only in terms of tech infrastructure, but also the team behind the software should fit in with the maxon mindset and their flexible and solution-oriented way of working. CoreMedia is a CMS that is future-oriented and can adapt to changes at maxon and its global customers. 

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4000 new pages in one year

In mid-2022, maxon started setting up the new CMS environment with CoreMedia. 

At the same time, extensive work began within the CMS itself with backend and front-end developers to implement the new communication strategy. This involved building over ten websites for maxon's sales subsidiaries in respective national languages and developing over 60 new content modules in various variants. Over 360 content pages were created covering all areas of the company. In total, 4000 new content pages were built in CoreMedia within one year.

Always in focus: maxon customers

A substantial part of maxon's business relies on direct customer interaction. To meet this aspect, a special form solution was integrated, enabling maxon to offer business partners over 60 contact options. For seamless customer communication, a direct interface to a marketing automation solution was implemented, all based on the latest security standards.

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Real-time conversations

Convert visitors into buyers with conversational experiences, contextual content and a human touch.

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Inspirational commerce

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How digitally evolved are you?

Evolution is adaptation to change. Will you survive?

Keeping up in a fast-paced digital world can be a struggle. Whether your business is still stuck in prehistoric times, or already fully-evolved, finding out where you fall on the Digital Evolution Model will help you stay competitive.

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Digital channels

Do you have a well-coordinated, multi-channel presence?

Yes, our content is everywhere all the time! Some is and some isn't. No, our content and data is all over the place.

Content teams

Are your content teams aligned, working together across departments and countries?

Yeah, we're like a well oiled machine! Kind of, but we still waste a lot of effort. No, the left hand doesn't know what the right is doing.

Data tools

Are your content, commerce and customer data tools integrated into a single toolkit?

Yes, we've got everything we need in a single software tool! Not really, we use multiple tools but they're not integrated. Defnitely not, our systems don't talk to each other at all.

Asset management

Is your brand content, product info and customer data all stored in one secure, globally accessible place?

Yes, we've got tight control of all our content and data. Some is and some isn't. No, our content and data is all over the place.

eCommerce

Can you merge brand content with commerce?

Yes, we seamlessly integrate ecommerce with our rich media content. We have commerce and rich content on the same sites, but they're not really integrated. No, our storefronts are completely separate.

Omnichannel marketing

Are your customer experiences seamless across desktop, mobile, apps and all other channels?

Yes, we are everywhere our customers need us to be! We have a good spread of channels, but not exhaustive. No, we focus mainly on desktop websites.

Campaigns

Can you update campaign content and product info across all your sites in minutes?

Yes, we can update our whole web estate at the touch of a button. It's ok, but could be faster. No, it takes an age to update all our sites.

Global control

Do you have global control of your content, with the flexibility to cater for local differences?

Yes, we can localize all day long without compromising global standards. Some control, but could be better. No, our content standards vary with no global oversight.

Personalized content

Can you personalize content so that your customers feel your sites are created just for them?

Yes, our content has the personal touch! Some personalization, but room for improvement. No. What's personalization?

Artificial Intelligence

Are you tapping into the power of artificial intelligence to turbo charge your customer experiences?

Yes, we're right at the leading edge of AI driven personalization! Not quite, but we're making plans. No, we don't trust robots!

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Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

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Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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