The regional functionality of the portal — what different users could access and view — was important. Flexseal then had the opportunity to dual-brand marketing materials; present them in different languages, or create bespoke assets for a certain merchant or market place. It made marketing much more effective for them on a global level.
Adding value through online learning
The process of creating the Flexseal Academy was a bit like the customer portal. We firstly did a scoping session over a couple of days; the plan, initially, was to restrict the Academy to UK customers. Flexseal has worked with hundreds of builders merchants across the country for 30 years. One of the ways they wanted to add value was to educate their customers on their products through training modules. This would create cross-sell and up-sell opportunities on Flexseal products, and resolve training issues the company had in an industry with such high staff turnover. The Academy could also be used to help train customers on new products before they launch, so they are well prepared on how to sell that product when they receive it.
The Flexseal Academy functions like most online education platforms. As a student advances through a module, their progress is tracked; that information will then be shared with both the customer as well as Flexseal. As a result, Flexseal now has access to a growing collection of data, which they can then use to make better decisions for the company moving forward.
It’s been incredibly successful for them; so much so, that they’ve taken the Academy directly to customers as well. You can now request Flexseal specialists to come and talk about a particular product and train staff on the ground. It’s really elevated their brand and is continuing to evolve — we’ve recently launched a version of the Academy in Denmark.