Large UK Utilities Company
Campaign and NBA Capability Transformation
Challenge
The client was struggling with its integrated inbound and outbound decisioning platform.
The development cycle of new offers and treatments was excessively long at 12 weeks, significantly limiting their ability to react to market changes or opportunities, or to deliver service messages in a timely manner.
The total operational cost of the existing platforms was also extremely high, as their sophistication and complexity required specialist managed services for both logic development and platform support.
Solution
We were engaged to deliver an assessment of existing technology against revised business need and offer guidance on whether a solution was possible with the current vendor.
After reviewing the platform, we ran a rapid vendor assessment, pitching the incumbent against 3 other industry leaders (Unica, Salesforce, Adobe) and, at the request of IT, SAP’s Hybris campaign tool.
Once it became clear that Unica was by far the best choice for their specific needs, we span up a team to deliver the campaign module for outbound push marketing.
To maintain comms integration, we used the existing analytic data record to support Unica and enable closed loop data into both Unica for outbound and the incumbent, which continued to run inbound decisioning.
Once Unica Campaign had gone live across email, SMS, and direct mail, we then began the replacement of the inbound tool with Unica Interact for realtime Next Best Action.
The final stage was the design and build of a custom loyalty module in Interact to manage the client’s rewards programme, which ultimately won an award.
Results
The fastest deployment of Unica campaign in history – 60 days from start to first campaign.
Delivery of fully contextual real time offers across digital, inbound call centres, chat, and app (getoffer response rates sub 10m/s)
Personalised dynamic content and offers aligned in outbound channels
Adaptive, self-learning models live on Interact go live, delivered 20% acceptance improvement on assisted channels over the first year.
Campaign development cycle reduced from 12 weeks to intraday
Total cost of ownership reduced by over 5x by removing managed services and hiring permanent teams to run and maintain the new technology.
