From publisher to digital pioneer: CIPD's smart content evolution

At 26 DX, we recently had the privilege of supporting the Chartered Institute of Personnel and Development (CIPD) on their transformative digital journey. At Opticon London, we shared insights from this project alongside David Cox, Digital and Technology Director at CIPD, in a panel discussion that highlighted the challenges and triumphs of this ambitious undertaking. This project exemplifies our collective approach to digital transformation, showcasing how we blend technology, strategy, and cultural change to drive meaningful results.

CIPD, with its impressive 160,000-strong membership, faced a challenge we often encounter: despite a wealth of valuable content, members struggled to find what they needed. As David aptly put it, "One of the most common pieces of feedback was, 'I didn't know you did that,' even though all the information was on our website." This accessibility issue, combined with a fragmented user experience across multiple websites and a lack of customer behaviour metrics, was the catalyst for change. It's a scenario we've seen play out across various industries, where information abundance paradoxically leads to knowledge scarcity.

Driving organisational change: a holistic approach to transformation

Our approach at 26 DX was to view this transformation holistically. As our Chief Client Officer, Ellie Foxton-Brown, emphasised, "We needed to bring together the technology, data, and culture of the CIPD teams to create a joined-up customer experience." This wasn't just about implementing new technology; it was about reshaping organisational culture and mindset. We believe that true digital transformation goes beyond new tools and platforms – it's about fundamentally changing how an organisation thinks and operates.

"The cultural shift was particularly challenging, as it often is in established organisations. Changing the mindset to focus on personas, especially when moving into new business areas which our website was not fundamentally based on, was really important." We worked closely with CIPD to navigate this change, helping them embrace a more customer-centric approach. This involved extensive stakeholder management and a careful balance between respecting institutional knowledge and embracing new perspectives.

Simplifying complexity: streamlining technical infrastructure

On the technical front, we faced a complex landscape that's typical of organisations with a long history. Our Solutions Director, John Prior, recalls, "We started very much from the CIPD perspective, looking at a diagram of their tech infrastructure. It was really, really complex." We employed our Experience Stack framework, focusing on capabilities rather than specific technologies. This approach allowed us to streamline CIPD's system catalogue from a staggering 400 systems to under 200. It's a testament to how strategic thinking can simplify even the most convoluted technical environments.

Enhancing engagement: innovative AI implementation

A key innovation in this transformation was the introduction of 'Buddy', an AI-powered tool designed to enhance content engagement. This wasn't just about jumping on the AI bandwagon; it was a strategic decision to meet members where they are. David explained the rationale: "As an HR professional body, we're really mindful that a lot of people are accessing tools like ChatGPT. While there's obviously a concern around the quality of AI-generated content, there's a real concern about consistency across nations." By developing Buddy, CIPD positioned itself at the forefront of AI adoption in the professional body sector.

Implementing AI wasn't without its challenges, reflecting the broader societal debates around this technology. "We have people who are very pro-AI through to those who are extremely cautious," David admitted. We adopted a steady approach, involving extensive testing and a gradual rollout to the customer base. This measured approach allowed us to build trust and demonstrate value incrementally.

Preserving reputation: effective content management

Content management emerged as a critical concern throughout the transformation, as it often does in knowledge-intensive organisations. With vast amounts of content, there was a real risk of providing outdated or incorrect information. David highlighted the potential consequences: "the wrong legislation, the wrong legal course, the wrong area, particularly in certain areas of HR would be a real issue." This underscores the importance of not just creating content, but maintaining and curating it effectively.

As Ellie advised, "Do not underestimate content - everyone does. Everyone underestimates the amount of time, resource, and cost involved to get it up in the first place and then manage it." This insight is crucial for any organisation undertaking a digital transformation. Content isn't just about words on a page or screen; it's about delivering value to users at the right time and in the right context.

Optimising user experience: leveraging advanced technologies

Throughout the project, we leveraged various technologies to enhance the user experience. We integrated Salesforce and Optimizely, creating a powerful combination for personalised content delivery. Our use of retrieval augmented generation (RAG) in the AI implementation ensured that Buddy's responses were always grounded in CIPD's authoritative content, maintaining the organisation's reputation for expertise.

Adapting to new work paradigms: supporting remote operations

The transformation also involved a significant shift in how CIPD operates internally. David shared, "We've changed everything. We've gone through a big change, particularly from an organisation which was historically very much office-based to a remote-based one." This shift, accelerated by the global pandemic, presented both challenges and opportunities. CIPD’s digital transformation has supported new ways of working and collaborating.

Key takeaways:

1. Digital transformation requires a holistic approach, integrating technology, data, and organisational culture. It's not just about new tools, but about new ways of thinking and operating.

2. Changing organisational mindset and breaking down silos are crucial for successful digital evolution. This often requires careful stakeholder management and a balance between respecting existing knowledge and embracing new perspectives.

3. AI integration can enhance content engagement, but requires careful implementation and stakeholder management. It's important to address concerns and demonstrate value incrementally.

4. Effective content management is essential for maintaining organisational reputation and efficiency. This goes beyond creation to include ongoing curation and maintenance.

5. Streamlining complex tech infrastructures can significantly improve operational capabilities and user experience. A focus on capabilities rather than specific technologies can help simplify even the most complex environments.

At 26 DX, we're proud of the work we've done with CIPD and the insights we've gained from this project. It exemplifies our approach to all our projects – comprehensive, strategic, and always focused on delivering real value to users. If your organisation is contemplating a similar digital transformation journey, we'd be delighted to discuss how we can help you navigate your own digital evolution. Whether you're grappling with content management challenges, considering AI implementation, or looking to streamline your tech stack, we have the expertise to guide you through the process. Please get in touch to explore how we can address your specific needs and challenges, and help you become a digital pioneer in your own field.