Allianz
Bringing Adobe Campaign database marketing expertise in-house for the UK’s largest pet insurer
Giff Gaff
The telecommunications company worked with TAP to develop a new welcome programme. Together, they aimed to increase retention by transforming the experience for new members during the first month of their membership.
The Project
- Consultancy – Target prospects and customers
- Implementation – Target prospects and customers
- Operate & Run – Target prospects and customers
giffgaff have been using Adobe Campaign since 2010 and already had a successful welcome programme; however, in the sim only telecommunications industry, data-driven marketing is central to remaining competitive.
giffgaff wanted to accelerate its data-driven transformation with an all new welcome programme to boost member retention, increase the use of cost-effective support channels and improve member engagement.
The Process
In the first instance, TAP worked with giffgaff to understand the overall scope of the campaign, identifying the key campaign objectives and requirements. The outcome of this process was used to identify gaps in platform functionality and data; and this informed the project deliverables and milestones.
TAP developed multi-wave campaign workflows to manage the complex contact strategy at a member level. This involved understanding the usage pattern of the member, so they may be targeted or suppressed from defined journeys with communications automatically triggered based on behaviour. The campaign workflows were automatically de-duplicated across all running interactions according to giffgaff rules and policies.
Detailed QA of all journeys was carried out by TAP and split testing was performed between the old and new journeys to measure the uplift.
The Result
The data-driven transformation of the welcome programme has delivered a significant increase in member retention. From an engagement perspective, opens are up 17% and clicks are up 34% and giffgaff can now expect to retain a further 17,000 members per annum; with significant member lifetime value.
62
17%
34%
Working with TAP has brought tremendous benefits to giffgaff in terms of our ability to take advantage of the Adobe Campaign technology. Our work with TAP is characterised by mutual co-operation and responsibility for the achievement of giffgaff’s CRM goals.
