Use case: Improved customer campaigns
Goal
A leading multinational telecommunications company needed to improve the success rate of its customer campaigns for cross-selling and up-selling products and services.
Challenges
- Customer campaigns were sent through multiple systems, using various sources of data and different rule sets, resulting in missed sales and marketing opportunities
- A lack of centralized campaign decisioning caused inconsistent and sometimes recurring messages to customers
- Inability to understand and evaluate the customer experience resulted in ineffective offers and messaging
Solutions
- Defined customer attributes to better categorize campaign offers
- Implemented a centralized decisioning engine to configure and send campaigns based on customer attributes
- Consolidated numerous system integrations for products and services, customer data, and customer activity into one view
Results
- Transformed the entire customer campaign process by reducing all manual intervention
- Reduced campaign creation time from 10+ days to under one week, a 50% improvement
- Centralized decision-making and customer marketing
- Enabled upwards of $4.5 million in cost savings over two years
