Creating Personalized Customer Experiences
Delivering Seamless Experiences Across Channels & Devices
Our client – a price-comparison aggregator that covers verticals such as insurance and finance – had a positive reputation in the industry for their creative approach to marketing and advertising. But they wanted to cement their market position by creating a connected data and technology ecosystem that delivered personalized customer experiences.
OUR BOLD AMBITION
The brand wanted to make it as simple as possible for customers to compare insurance quotes and sign up with providers on their website. But insurance industries – such as home, car, life and travel insurance – are regulated differently. Each vertical within the company had its own specific product team, resulting in a complex and siloed work environment.
Our goal was to dismantle existing data silos and unify our client’s data and technology ecosystem, building their capacity to deliver consistent, seamless and personalized customer experiences across all devices and channels.
We worked closely with the client for three years to deliver transformation and personalization in technology, customer experience and work processes and systems. Our approach included:
- Running a detailed requirements analysis and discovery process to reveal gaps and opportunities
- Assessing operational use cases and performing technology, data and reporting audits to develop key martech capabilities and personalization plans
- Working with subject matter experts from all areas of the brand's ecosystem, from analytics to marketing, to build roadmaps driving the brand’s goals and capabilities
- Evaluating best-in-class technology vendors and conducting RFPs to build an ideal tech stack
- Building integration architecture and executing an implementation plan to gather centralized data to deploy in the client's cross-channel marketing platform and use in ad campaigns
- Generated a capability roadmap and reference architecture, enabling our client to launch agile performance campaigns
- Enabled end-to-end measurement of cross-channel campaigns
- Delivered strong brand propositions and personalized customer experiences at scale, increasing loyalty and repeat purchases
- Developed a new operating model for the company that unified operations, broke down silos and helped teams mature their capabilities together over time
- Implemented a customer data platform to track buyer journeys, enabling the client to follow up on incomplete purchases and earn £500k in additional revenue
- Achieved a 13% uplift in conversions via our first full cross-channel consistency test