Match-making customer treatments and services

The failure to recognize and reward as expected by customers was a significant and ongoing pain point for this telco’s long-standing loyalist base. Resulting in low NPS and negative advocacy.

Through application of the Gravitas Customer Value Index (CVI), a holistic and more useful current and future-value definition was achieved. This became the basis for cost-effectively fulfilling the differing needs of customers, realizing continuous improvement in ROI and customer satisfaction.

CVI tagging of the entire customer base enabled determination of strategic opportunities to maximise customer value, retention, recognition and cost reduction – driving long-term customer advocacy and profitable growth.

Converting insights into action

Gravitas worked alongside the product, marketing and operations’ teams to accelerate the development and implementation of proof of concept CVI use cases.

This testing moved the business from a traditional product led approach, to a ‘whole of customer’ value-informed strategy. Further, it enabled empowering and training of the front line to differentiate sales, service and loyalty aligned to the customer’s holistic value and potential.

To increase the value return

Digging deeper into customer behaviour revealed rich pockets of opportunity

There are highly valuable subtleties in buying behaviours, brand engagement and customer lifestage needs which are often lost within obligatory demographic segmentation and basket reading reports.

The Gravitas Whole of Customer (WOC) Framework serves to close these gaps in customer understanding by representing tighter cohort definitions which show, and size, holistic customer value and potential.

The right measure of renewal and reward

In addition to revealing immediate repeat business and retention opportunities through re-classification of WOC value, Gravitas used IBRO analysis to pinpoint and quantify latent opportunity within this retailer’s customer base, Identifying lapsed and inactive customers for win-back, and potential changes to their loyalty program to introduce more compelling purchase incentive tiers.

Incremental Growth Opportunity

Making the right offer, at just the right time, can make a big difference to the bottom-line

It’s the old adage: fish where the fish are.

This Insurance Group wanted to accelerate their efforts in cross-sell effectiveness, and simultaneously fine-tune their targeted marketing to prospects to achieve a higher conversion rate.

Gravitas leveraged existing targeting technology, (including Adobe) to embed the decisioning logic and support the correct customer treatments in real time.

Through the application of more intelligent customer value and behavioural definitions, Gravitas was able to help create a healthy and continuous lead pipeline, and enable the triggering of more timely responses and offers to this insurer’s prospect and customer base.

Targeting for success

Creating an unrivalled understanding of fans to unlock incremental value

Through the consolidation and aggregation of league, partner, club and sponsor data Gravitas created a powerful 360º fan ID to unlock fan value for all players, to win at scale.

By forging a centralised customer/fan data hub it enabled co-creation of data-driven CRM and digital fan engagement programs resulting in:

• shared cost and revenue outcomes
• the joint development of ‘next generation’ fan experiences
• the reveal of ‘high opportunity’ prospect pools for sponsors to sell to via on-and-offline channels (products and merchandise)

The Applause

Building binding lifelong relationships, delivering on the brand promise and engendering greater loyalty

The drive to meet short-term product sales KPIs had resulted in customers receiving random and disconnected communications from myriad business units across this organisation, which failed to reflect the fullness of the customer relationship or pro-actively meet the customer’s changing life needs.

Towards holistically solving this problem, Gravitas tested adoption of a whole-of-customer engagement approach (and pro-active health check) to selected customers, who research had identified as being the most cynical and dissatisfied customer segment.

The WOC test campaigns was designed to tangibly show how this company was putting the interests of their customers first by proactively recommending:

1. right planning accounts; and
2. investing in a personalised health of the relationship customer check-in @ branch.

The test segment proof-of-concept results realised

+33 NPS for customers that acted on the personalised treatment

4 times the response rate to the previous non-personalised approach

Making customers feel special and valued, made a measurable difference to customer satisfaction and loyalty

Suffice to say: the investment we make in our telco services has grown significantly in the past decade.

By all accounts, none of us could live without our data or mobile services, and therefore it’s a relationship that continually bears close scrutiny. We want to know and ’feel’ like we are getting the best possible value return.

Through research, this telco was aware the lack of personalised recognition and reward was a major pain point – particularly with long-tenured customers.

As market leader, they needed a loyalty strategy and cross-company implementation plan which was befitting to their brand stature, and successfully matched rewards to known customer preferences and the right recognition at pivotal engagement points.

Gravitas embedded an expert taskforce to work arm-in-arm with internal teams to help deploy transformative tools and program implementation models to deliver a tiered, best-in-class customer loyalty, resulting in a benchmark industry program and tangible improvements in attrition and advocacy.

The reward for recognition