welcome & on-boarding
A customer welcome programme should be all about the ‘softly softly’ approach; you don’t want to scare them off. It’s all about creating a great impression and getting to know the customer better, then using that knowledge in the right way to capitalise on their initial warm, fuzzy feelings.
We run an all-encompassing welcome programme for a leading insurer, designed to get to know customers better and drive cross-sales. Following the initial sale, we invite feedback through customer surveys, then use that information to drive a multi-stage, multi-channel communications programme.
New customers are guided through their first 12 months with the brand with a succession of triggered and tailored communications. Every week, we process a complex array of campaign and business rules for every customer to initiate relevant customer communications at just the right moment.
For Thomas Cook, we ran a full ‘Holiday Countdown’ communications programme in the run-up to a Thomas Cook holiday. We applied analytics and decision rules to data collected online and offline, to generate timely, multi-channel, personalised communications with offers selected from hundreds of options. Users of the dedicated Holiday Countdown micro-site were presented with tailored offers on-line and in real-time. The campaign led to increased customer engagement, and a dramatic increase in cross-sales of travel-related financial and auxiliary products.
The Thomas Cook credit card saw sales increase 9.5 times and airport lounge sales tripled.
customer acquisition
welcome & on-boarding
loyalty, retention & cross-sales
re-solicitation, renewal & win-back