WEX, a prominent B2B fleet fuel card provider, faced a significant challenge in their expansion efforts for smaller businesses. With a traditionally robust large-scale business offering, they were limited in their ability to cater to the digital demands of smaller clients.

The existing operating model of WEX’s European operation was not appropriately geared to deploy and commercialise digital capabilities that effectively catered to their smaller business clientele.

To address these challenges, we developed a comprehensive digitalisation programme. This commenced with gaining a thorough understanding of the client’s existing digital capabilities and defining their “north star” vision for the digital customer journey. We identified the gaps between these two points and translated them into individual workstreams, each with their respective stakeholders. As project managers, we ensured consistent progress across all areas, enabling an efficient and effective digital transformation.

Through these dedicated workstreams, we achieved considerable enhancements in the customer journey. We identified key areas of improvement and introduced new customer-facing content that significantly improved the overall digital journey. Additionally, we streamlined the application process, implementing a digital platform that offered seamless processing and approval. On the marketing front, we introduced new digital channels, such as social media, to help broaden WEX’s reach and engagement with their target market.

In parallel, we conducted a comprehensive digitalisation gap analysis, providing insights into industry best practices and benchmarks. This analysis formed the foundation of a long-term digitalisation roadmap, which outlined the necessary steps and milestones needed to reach the client’s desired digital state. This roadmap provided WEX with a clear view of their digitalisation journey, enabling them to make informed decisions and prioritise their efforts.

Our solution addressed the immediate digitalisation needs of WEX and provided a strategic framework for their long-term digital transformation. By aligning the identified gaps with dedicated workstreams, offering project management support, and providing a comprehensive digitalisation roadmap, we empowered WEX to enhance their offerings for smaller clients through a complete digital customer journey.

The tangible enhancements to the digital customer journey had a marked impact on the client’s key performance metrics. Forecasts based on these improvements predict a significant 327% increase in monthly non-fraudulent applications from smaller businesses. In addition, the optimised digital journey is anticipated to double the return on investment for this audience segment.

This success led to a substantial increase in marketing investment targeted at this segment, demonstrating the value seen in digital transformation and the growth potential of smaller businesses. As part of this strategic shift, there has been a tripling of headcount within the marketing department. This demonstrates the client’s transition from a traditionally sales-led approach to a more marketing-focused strategy, catering more effectively to this growing audience segment.

Overall, our solution resulted not only in improvements to the digital customer journey and the introduction of new digital channels, but it also provided the client with a clear roadmap for digitalisation. These outcomes positioned WEX for sustained growth, enhanced customer satisfaction, and increased competitiveness in the digital landscape. The substantial boost in marketing investment and departmental growth further evidences the positive impact of our work, setting the stage for the continued success of WEX’s digital transformation journey.