We have worked with the British Heart Foundation to ensure that all of the data required to drive relevant communications based on customer journeys is held in one place and available for both analysis and communication purposes. This has involved a large amount of data cleaning and manipulation to create one version of the truth.
A key principle in this change of strategy is to create behaviour driven segments to define levels of support, real and expected at each stage of the customer journey. Through the deployment of a segment and model based strategy, response rates have increased with the range of offers tailored to each customer segment to ensure maximum opportunity of response.
Scott Logie explains how Occam helped the British Heart Foundation understand and segment their supporter journey’s and how to build more relevant and timely communications to engage customers. This resulted in a 25% grow in response rates to campaigns.