We needed to find a method of improving customer centricity through a trigger-based journey with dynamic elements, as well as expedite the customer onboarding process for PC Financial’s Mastercard Welcome Program.
Launching a new way to bank with constant automation and optimization
Developing a fully digital credit card application process with continuous optimization and monitoring.
Service
Activating CRM
Industry
Banking
Finance
Retail
Output
CRM strategy
Email & social
Creative
Timeline
2 months
78%
Open rate an increase from 53% over the last 4 years
27%
Click-through rate a sizeable increase from 5%
20 days
From sign up to completion 50 days faster than PC’s traditional onboarding process
30%
Jump in card activations continuously growing from 56% to 86% in YTD results
The challenge
Our approach
By creating an automated system that optimized customer behavior, we leveraged the data to design a series of dynamic communication streams. We highlighted customer milestones, goal programs with key stage based messaging, cadence and triggers, as well as launched products to an interested audience.
The outcome
The email onboarding journey has seen an increase in card activations, a decrease in onboarding time, more online registration, more significant card usage, and reduced call center volume. Now, we continue to measure and optimize the journey based on performance learnings every quarter.
Service innovation: A 10% increase in application usage month-over-month inspired digital functionality before physical card delivery.
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