Predictive Personalisation as a Structural Marketing Capability
From isolated initiatives to a capability the organisation can continue to develop and scale.
Personalisation for specific customer needs
For this marketing organisation, personalisation meant tailoring outbound email and telephone communication to highly specific customer profiles.
The first objective was to ensure that customers were informed about important risks relevant to their individual situation. The second was to encourage customers to take action and proactively express their needs to the organisation.
From initiative to long-term capability
The initiative was launched with C-level commitment and embedded across the organisation as a long-term marketing capability.
Agile methods and stakeholder involvement ensured solid support and reduced resistance. New cross-functional processes were introduced around the marketing department and team members developed new skills required to adopt and sustain the new way of working.
Today, the capability is run permanently within the marketing department. Personalisation flows are continuously expanded, supported by a roadmap that gradually increases their sophistication.
C-level commitment, agile methods, stakeholder involvement and cross-functional processes.
More customers reached, more customers activated
The initiative increased coverage of the organisation’s duty-of-care responsibility from 0% to 50% of targeted customers, while generating a tangible increase in customer activation.
It also resulted in a steady flow of unsolicited thank-you messages from customers, recognising the organisation’s attentiveness and proactive support.
Solutions that address this opportunity
Hyper-Personalisation
Move from segmentation to more personal experiences at lower cost by building the required data, methods and technology.
Next Best Action
Determine the most relevant next action from customer, behavioural and contextual information to improve interactions.
Customer Journey Intelligence
Monitor actual customer journeys across touchpoints and identify where value is lost or created.
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