RE-ENGAGING DIGITAL RELATIONSHIPS IN A MOBILE DEVICE BRAND
This high-tech manufacturer sells its advanced smartphones and other cool devices in a global market driven by new product releases, but sold indirectly through mobile networks. This brand wanted to re-engage directly with their consumers to better engender loyalty and increase repeat purchase rates.
Net Gain helped design a multi-channel messaging strategy when customers register their devices. We developed a segmentation to group customers according to level of engagement and designed a single communication template with different content sections that were personalised to the different customer engagement strategies. This resulted in increased repeat-purchase rates and reduced agency timescales for content creation and campaign execution.
MANAGING CUSTOMER VALUE IN DIGITAL MEDIA AND COMMUNICATIONS
This Digital Media and Communications company operates in a highly competitive 'switcher' market where customer churn always puts pressure on gross margin. We worked with senior management to make a case for shifting budget from acquisition into a customer engagement programme aimed at reducing churn.
We designed a data-driven customer management framework that helped balance the trade-off between short-term and longer-term customer value growth, ultimately improving customer lifetime value by over 10%. The framework included a strategic segmentation for use across the organisation to track performance, galvanise ideas, set strategies, allocate budgets and implement actions for different customer groups. Stakeholder engagement was critical so, bringing the business case to life helped understanding of the opportunities for changing the way the organisation approached the churn problem.
TRANSFORMING CVM IN A RETAIL BANK
Increasing regulation and compliance puts pressure on traditional marketing strategies and the need to be more transparent. This Retail Bank's strategy is to improve customer loyalty through market-leading propositions, personalised customer engagement and intelligent servicing.
The bank asked us to propose a customer value management infrastructure that could underpin their strategy through any channel so, we audited the incumbent capabilities and then created a multi-year transition roadmap that would industrialise CVM and CRM best practices, exploit big data sciences and implement new tools for personalising the customer experience in every channel.
The approved roadmap signposted how the business would be impacted throughout the journey and gave stakeholders clarity for investment priorities and organisational changes. Implementation of the roadmap saw over 30% improvement in digital engagement and sales, reduced operating costs, better colleague engagement and new insights from big data that guide better customer strategies.
STEP CHANGING 1:1 MARKETING CAPABILITIES IN CONSUMER FINANCE
This Consumer Finance business recognised that it's traditional direct marketing strategy wasn't going to meet its ever increasing sales targets so, we were engaged to recommend how they should step-change the effectiveness of their customer marketing and maximise opportunities for maintaining growth. Starting with the vision, objectives and motivations of the business, we reviewed the marketing organisation through workshops, interviews, questionnaires and observation to compare against best practices.
We then created a transitional roadmap to show the key transformational steps across processes, knowledge, data, tools, people and culture. The roadmap formed the basis of gaining stakeholder buy-in to the new end-to-end customer marketing strategy and helped improve team engagement and motivation throughout. A pilot programme was sponsored to prove the case for rolling out the recommendation, which saw double-digit increase in return on marketing investment.