Financial services20244–6 months
Client: A consumer-finance provider
At a glance
Journey-led CRM, consent and suppression
Event pipeline from core systems
Lifecycle journey design
From brief to result
The brief in full, our approach, what we built and what it set out to change.
Marketing, product and servicing each sent messages from their own tools. A customer who had paused a loan application could get a generic offer the same day, and an open complaint did not stop a promotion.
The brief: every message aware of the last thing that happened, with consent and regulatory suppression impossible to skip.
We mapped the journeys from the customer’s side: key moments, the events that mark them and which messages should follow. App, web and servicing events were joined into one profile, so every journey reads one timeline.
Consent and suppression checks run before each send. A message that fails never leaves the queue, and the reason is logged.
Lifecycle journeys mapped with the product, servicing and compliance teams.
An event schema for app, web and servicing, streamed into one customer profile.
Consent, preferences and regulatory suppression applied before every send.
Journeys switched on one at a time, each with a hold-out group to measure against.
One customer profile built from app, web and servicing events, with consent and regulatory suppression checked before any message is sent.
Each journey is designed to start from the customer’s latest event. A change in the preference centre applies from the next message, and every message records why it went out.
Each journey is measured against a hold-out group. Results are shared only with the client’s approval.
Picture story
These pictures are illustrative: licensed stock photography and code-built mock-ups that show the setting, not the client’s own work. Credits are at the foot of the page.
On screen
Illustrative, code-built screens of the kind the programme produced, not the client’s own. Open any of them full screen.
Outcomes
What each measure is compared with, when it is read and who reports it, with results once the client approves them.
Journey completion by stage
Opt-out and complaint rates
Time to launch a new journey
Figures pending client approval
We publish results only with the client’s written approval. Until then, the programme is judged on the plan beside this, which we can walk you through under NDA.
Credits
People are named only with their agreement.
Licensed stock photography and code-built mock-ups chosen to show the setting, not the client’s own work.
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