Challenge
ACC faced the challenge of modernising its customer engagement strategies to provide more meaningful, targeted, and timely service interactions. There was a recognised need to be more efficient to support the growing need for personalised digital campaigns. Additionally, ACC needed to establish a robust digital marketing automation capability to streamline operations and improve customer satisfaction in line with its digital strategy.
Solution
Polaris Ventures’ key responsibilities included:
- Enterprise Architecture and Digital Strategy Support: Served as Lead BA for BAU and change initiatives, guiding a junior business analyst in the Digital Customer Connect (DCC) function.
- Campaign Development and Data Analysis: Generated insights and advice throughout the campaign development process, identifying, analysing, and targeting relevant customers based on their information, and designing SAS Enterprise Guide programs for data transformation.
- Marketing Automation and Reporting: Configured and executed campaigns using marketing automation platforms, developed performance reports using SAS Enterprise Guide and PowerBI, and led data management and process improvement initiatives.
Key achievements included:
- Enterprise-Wide Business Case for Salesforce: Led the DCC analysis for an enterprise-wide business case to establish Salesforce and digital marketing automation capabilities, preparing various BA outputs such as cost-benefit analysis and campaign roadmap.
- Cross-Functional Business Process Implementation: Organised and established a cross-functional business process to keep customer address details up to date, enabling the collection of up to $9M/yr in levies.
- Efficient Data Management Program: Developed a SAS Enterprise Guide program that reduced the time needed to generate contact lists by 75%.
- Successful Digital Campaigns: Regularly planned, developed, and executed three digital campaigns quarterly, achieving response rates over 50% and conversion rates of 21%.
Result
The partnership resulted in significant improvements in ACC’s digital customer engagement strategies. The establishment of a digital marketing automation capability streamlined operations and enhanced customer satisfaction. The cross-functional business process implementation ensured better data management, leading to substantial financial recovery. The success of digital campaigns demonstrated the effectiveness of targeted, personalized interactions in achieving high response and conversion rates.