A multinational financial services firm wanted to improve the customer experience (CX) across the journey, including acquisition, onboarding, and renewal.
They wanted to be more purposeful about the relevance, frequency, and timeliness of emails from different departments, making sure there weren’t too many emails and that communications with their customers were not disruptive. The goal was to ensure they were sending timely and relevant content to the right customers at the right time from the right channel. Achieving this would ultimately strengthen the customer experience, which would make customers more likely to engage, respond, and take an action.
Having partnered with Fusion on various strategic initiatives for years, the company tapped us for assistance. Our mandate centered around customer acquisition through email marketing process improvement. In order to support a considerable number of new products being introduced, our client needed to scale and target their acquisition email processes more effectively.