In today’s digital-first world, customer engagement is the cornerstone of a successful brand relationship. Leveraging the power of Salesforce Marketing Cloud, businesses can transform how they connect with their audience, creating more personalised, effective, and insightful engagement strategies. By integrating Salesforce Marketing Cloud into your customer engagement efforts, you unlock tools designed to enhance every interaction with precision and scale.
This case study details the strategic implementation of Salesforce Marketing Cloud by a leading consumer finance institution to address its digital marketing challenges. The company, serving millions of consumers across Europe with a comprehensive range of financial products, sought to enhance its customer engagement and marketing efforts.
With an evolving financial services landscape, the institution recognised the need to revamp its marketing operations to foster better customer engagement. Challenges included data management systems, the inability to personalise customer communication at scale, and a need to increase the efficiency of marketing campaigns.
The client is a prominent consumer finance bank in Europe, offering various services, including consumer loans, leases, and credit services. Operating within a highly regulated financial environment, the institution maintains a vast consumer base.
It holds a significant market position due to its customer-centric approach and innovative use of technology.
The client wanted to take his marketing and sales activities to the next level. Before the project, the bank needed a tool to automate marketing activities. This tool would allow consistent and effective communication with their customers through different channels such as e-mail or SMS.
Additionally, since that was the pioneering implementation of marketing automation in the Polish banking sector, Craftware and the client blazed trails and addressed the requirements of the Polish Financial Supervision Authority.
The project started with a full-day workshop at the client’s premises to understand the exact scope of work.
In addition, business users of Salesforce Marketing Cloud were trained in creating e-mail, SMS, and push messages, customer segmentation, creating marketing campaigns and content management.
The scope of Craftware’s work:
- Basic setup and configuration of the sending profile (e-mail address, physical address information, autoresponder)
- Encryption configuration (instance)
- IP Warmup:
- Preparation of the process and SFTP for data import to IP Warmup
- Building a Landing Page that allows you to unsubscribe from e-mail communication
- Export of data about unsubscribing from e-mail communication during IP Warmup
- Customer segmentation under IP Warmup
- Preparation of e-mail campaigns
- SMS configuration
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Benefits:
- The customer now has a cloud-based tool with enormous potential.
- The project opened up new opportunities for marketing automation, which were limited earlier.
- The possibility of running personalised marketing campaigns.
- Automation of marketing campaigns for timely and relevant communications.
- Use of AI-powered insights to tailor offerings to individual preferences.
- Real-time analytics to measure campaign effectiveness and customer engagement.
- An uplift in cross-sell and upsell opportunities through improved customer insights.
The deployment of Salesforce Marketing Cloud has empowered the bank to realise its vision of personalised and efficient customer service. As a result, the institution continues to lead in a competitive marketplace by leveraging cutting-edge technology to meet the changing demands of consumer finance.
Client Confidentiality: The client’s name, specifics about their internal processes, and other sensitive information have been withheld to maintain confidentiality per the agreement between the institution and the service provider.
Natalia Wantuch
