"An American Online payments company was facing plateaued activation of new customers and a decline in frequency of their products’ usage among their target audience in the Asia-Pacific region. Xerago was brought on board to identify causes and suggest recommendations to counter the same."

The client is an American company operating a worldwide online payments system that supports online money transfers and serves as an electronic alternative to traditional paper methods like checks and money orders

Challenges

"Xerago conducted a thorough analysis of the client's marketing operations and identified that... No personalized customer campaigns or offers were being run Campaigns were required to be run across Asia Pacific at various region specific timelines Although the company possessed IBM Unica, its capabilities were severely underutilized Their audience dynamics were predominantly categorized under consumers and merchants Xerago realized that the keys to the company's success lay in reaching out to customers and merchants through personalized, one to one offers run on multiple channels including email and SMS. The entire campaign would have to be structured around a tight campaign strategy to ensure the relevant and timely delivery across the various APAC regions. "

Solutions

"Xerago consultants worked with the client's Marketing teams to architect the marketing turnaround. Xerago helped setup several segmentation rules for both customers and merchants. On closer review of the vintage and transaction frequency of the client's customers and merchants Xerago identified close to 18 customer segments like Inactive, Active, Churned etc. and 23 Business (Merchant) segments including High Volume, Low Volume, Churned etc. Xerago created detailed campaign process documentation and workflows that ensured that the campaigns could be run efficiently across all the countries in the APAC region. Xerago also ensured that responses could be captured appropriately and create a closed loop marketing capability in the organisation. Xerago also created a host of campaigns to run ad-hoc based on seasonality and financial payments vertical sensibilities. Apart from this, triggers were setup which would sift through financial transactions and identify campaigns. Xerago ensured the overall alignment of these new campaigns with the company's brand and communication strategy. Xerago streamlined the campaign development, scheduling and execution process using the existing marketing investments in Unica and associated tools. Jumpstarting marketing velocity, Xerago helped the client to create at least 25 ad-hoc campaigns and 5 behavior triggered campaigns which were rolled out every quarter. Additionally, Xerago identified and suggested on-the-ground improvements for streamlining campaign operations efficiency across automation, direct mail and Mediaplex."

Results

"Given below are the results and key highlights of this engagement. Marketing Volume Over 200 campaigns were designed and executed for the client's customers and merchants with significantly shortened turnaround times. Improved ROI The company was also able to witness higher ROI and increased customer activation among their target audience. "

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