The challenge
WorldFirst had two particular challenges: one, to increase the conversion from initial registration through to active customer and, two, with a reliably high level of client satisfaction, to increase the number of referrals from existing customers.
WorldFirst employed the services of ecrmHub to help design campaigns to address both objectives.
Phase 1: Understanding the customer
The first stage of the process was to deep dive into the customer and build clear pictures of:
- The existing customer journey
- Customer profiles and personas
- Customer goals for each persona
- Accompanying message orientation
This process was undertaken through a series of workshops with key stakeholders from across WorldFirst. The outcome was a tailored customer journey map which made clear the most effective touchpoints for all personas at each stage of the customer journey.
The next step was to overlay messaging and relevant marketing assets to create a framework for the campaigns. For example, in order to convert businesses that have registered but not yet completed account setup, the focus was on ‘nurture’ and reinforcing messages around credibility and security using case studies, testimonials and independent review sites.
Phase 2: Campaign development
A Personalised Lead Nurture Campaign
Designed to engage customers and provide the timely, relevant information to help them make an informed decision and instill trust in WF brand. The layered approach developed provides simple and helpful content which is then tailored based on the customer interaction as signal of their needs to appetite to “know more”.
The journey of each lead and the speed at which they convert varies, making this a highly personalized and effective campaign.
Referral Campaign
Referral Campaign with the objective of turning loyal customers into brand advocates. Active customers who had used WorldFirst within the last 6 months were incentivized with the opportunity to earn a £100 Amazon voucher for referring a friend who then went on to become an active customer with WorldFirst.
Phase 3: Campaign development
In total, the referral campaign email was sent to 5,000 targeted contacts resulting in:
- 160 new business leads
- 57 new customer registrations
- 26 new active customers and a project annual additional transactions of £260k.