customer-experience Case Study

How Do Prospects and Customers Interact with Your Business and Which Touchpoints Are Critical?

The Situation

A multinational financial services provider wanted to increase the engagement of its cardholders and drive sales.

They knew the organization would need to gain a better understanding of customer wants and needs and improve their marketing efforts in order to do this.

A man holds open a wallet

The Challenge

The client was unsure of how to best approach this challenge and provided Phoenix an opportunity to propose a solution.

A woman walks in front of a bank

Approach + Solution

We proposed a multi-phased approach that began with gaining an in-depth understanding of the customer journey.

We conducted an online survey among known profitability segments and identified clusters within these of customers with share card-related characteristics. This insight was used in a subsequent phase to develop and test new messaging.

We also conducted focus groups among cardholders offering the greatest growth opportunity. The goal was to better understand the card journey from acquisition to various current states and assess potential messaging suggested by the quantitative results.

Results

The client was able to test and refine messaging and go to market with reduced acquisition costs and increased marketing response.
A woman pays for an order with a credit card

Final Word

Journeys are different for different customer segments and capturing these unique movements allows businesses to tailor products and messaging in a way that drives loyalty.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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