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Rolls-Royce uses DQM to protect website quality in a devolved publication environment

When Rolls-Royce wanted to relaunch their site on a new CMS and devolved publication model they chose Crownpeak DQM to ensure digital standards were protected.

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Safeguards quality in a devolved publication environment and eliminates testing bottlenecks

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Increased productivity by freeing web teams from manual quality assurance processes

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Increased internal buy-in for brand and standards consistency across web teams

How Crownpeak’s Solution Helped Rolls-Royce

The challenge

Rolls-Royce is a global business, providing power systems for use on land, at sea and in the air, through its four divisions: civil aerospace, defense aerospace, marine and energy. It is headquartered in London and has 39,000 employees in 50 countries.

In 2008/9 Rolls-Royce undertook a major overhaul of Its previous website had been built in static HTML, and hadn't been redesigned for several years. Its structure meant that all updates went through two people. “Nobody else could update the site, and it was gradually degrading,” says Andrea Gold, Global Web Manager at Rolls-Royce.

Rolls-Royce made the decision to move to a content-management system (CMS), which meant rebuilding the site from scratch, with new content and design. As part of the redesign process Rolls-Royce had worked with Crownpeak (previously ActiveStandards) to develop a comprehensive set of website standards. They now needed a solution to ensure that those standards were being effectively implemented in their new website templates, and to ensure their sites remained compliant once they had gone live in a devolved publication environment.


  • Protect compliance in a devolved publication environment.
  • Deploy, monitor and manage online standards.
  • Get buy-in for the governance and compliance agenda.
  • Create a solid basis for future web development.

The solution

Rolls-Royce selected Crownpeak DQM (formerly ActiveStandards) to facilitate the monitoring and management of its online standards across its entire web presence.

The benefits

With DQM in place, Rolls-Royce saw immediate benefits:

Devolved publishing

There are now some sections of the site that the central team no longer need touch, as content updates are made and checked by web managers who are fully trained on DQM. The previous bottlenecks have been eliminated.

Company-wide engagement

Now that more people are able to publish and check content directly, there’s a much higher level of interest and involvement in the web presence.


Previously, each business area had its own brand and colors. With DQM providing a central framework for standards, they've realized that consistency with the Rolls-Royce global brand is more important.

Increased productivity

The central web team now spend less time managing and monitoring web standards compliance, freeing them up to focus on more strategic issues. “We are able to do so much more on the site,” says Gold. “It’s much easier.”

Total visibility

With DQM in place, Rolls-Royce can see their entire web presence and easily carry out and QA content updates.

Internal buy-in on brand

“Working with Crownpeak has been nothing but good,” Gold says. “They're a great company, very friendly, and DQM is a great product. We’re looking forward to using it more and more.”

“DQM is a huge help, and it’s a really easy product to use. It’s very quick to make changes. That’s been a real benefit for us.”

Andrea Gold | Global Web Manager | Rolls-Royce