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Customer Journey Mapping

Where to start your customer journey?


A well planned – and executed – customer journey can make a massive impact on your bottom line and once it’s up and running, can be run at the push of a button.

If you’d like some help in mapping out your customer journey and unearthing the opportunities, we’d love to help.  To talk to one of our experts and see what they could do for you, just get in touch below.

We’ll arrange a no obligation exploratory meeting where we’ll help you find the gaps in your customer journeys and will show you how to automate your marketing in real time to ensure that the right message gets to the right customer at the right time.

We’ll even be happy to come to you as long as you tell us how to get there…

Contact Details


Call us on:

+44 (0)1273 220510

Email us at:

performance@r-cubed.co.uk

Visit us at:

R-cubed
136-140 Old Shoreham Road
Hove
East Sussex
BN3 7BD

Get in touch with R-cubed



Attrbution for P&O Ferries case study banner

P&O Ferries


THE BUSINESS CHALLENGE


P&O Ferries has been hugely successful in developing engaging content across all on and offline marketing channels, with each area having its own specialised targeting and measurement approach.

However, whilst all channels were profitable in their own right, with a finite marketing budget it was important that any marketing investment was working as hard as it could.

In order to ensure that every last penny was being spent wisely, P&O needed to gain a full view of ALL their marketing activity in one place, along with the interdependencies and ROI of all channels measured alongside each other.

Critically this challenge was preventing a clear picture of how all of the channels were working together (or not), as well as delivering an understanding of which are the most cost-effective channels and when.

Attribution for P&O Ferries image

THE APPROACH


This was clearly going to be a game-changing project that would not only give P&O Ferries a clear and accurate picture of their marketing but help see the impact of any change to strategy.

The team knew they would need to take the best of traditional customer and database analytics combined with powerful insights from the world of econometrics – inventing a fresh approach for delivering a holistic view of marketing measurement.

There were four stages to the project –
1. Data specification and collation
2. Initial analysis – tables and trend charts
3. Modelling to identify demand factors
4. Stakeholder findings presentation

A key requirement of the project was to find a way of using past campaign results to accurately predict future returns. The team developed a powerful ‘Scenario Tool’, using spend by channel, route and seasonality, to accurately predict revenue returns both by booking period and departure period.

As a result, the team were able to identify ‘diminishing returns’ on certain marketing activities which meant that marketing budget could be released and reallocated to other, more profitable areas of P&O’s marketing activity. As a result, the optimised marketing activities are now delivering a significantly higher ROI than before.

One key change was to retain TV advertising but to move it to later in the year, in order to drive greater incremental and the results are demonstrating the benefits of that change.

THE RESULTS


P&O Ferries’ decision to build a holistic independent view of ALL marketing activity paid off, delivering much more than could have possibly been hoped for.

It can be hard to make significant changes to your marketing strategy, but this ground-breaking approach has revealed the massive results possible, giving the team a clear view on channel performance and interdependencies of each of those channels.

Now this critical insight has proved crucial in setting channel budgets and revenue planning. A consolidated approach has brought channel teams and P&O Ferries’ media agencies together with a consistent and unified approach to generating incremental bookings.

Clear results – effective planning
The results of this approach were also used to validate where P&O needed to adjust marketing spend by channel and also how they needed to adjust the timings. For example, vital analysis of ‘diminishing returns’ clearly highlighted that some PPC spend during particular points in the year could be reinvested for greater ROI.

Taking the results forward
This ongoing activity has demonstrated that using analysis and modelling to create an independent and combined view of marketing activity has not only helped P&O Ferries understand the effectiveness of their marketing spend, but has enabled them to accurately inform the best channels and best times to invest in order to maximise their future ROI.

We believe that this amazing project has delivered a truly innovative platform and the ability for P&O Ferries to squeeze the best value out of each and every single marketing pound delivering better value for its customers and a competitive advantage along the way.

Attribution for P&O Ferries Masters Shortlist

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Engagement Hub for Ageas case study image

Ageas Insurance

Ageas Insurance logo

THE BUSINESS CHALLENGE


Ageas is one of the UK’s most trusted insurance providers and is constantly looking to improve its customer experience.

Like most insurers, opportunities to talk to customers are limited – perhaps only once a year.  Additionally, with the rise of online consolidators such as MoneySupermarket and GoCompare, and customers engaging across multiple channels in the same journey, it is more important than ever to create seamless customer experiences and get the right messages, to the right customers, right now.  Without it, Ageas were missing out on vital opportunities to properly engage with customers.

Customer expectations are high:

“Greet me like you know me – no matter how I contact you”
“Speak to me like you value me”
“Be up to date and help me with what I need”

This means that:

  • Every customer at every touchpoint needs to receive a personalised customer experience based on their unique characteristics
  • Every Ageas team member and every webpage needs to be empowered to make relevant real-time decisions for each customer

R-cubed were tasked with helping to make this innovation a reality and a true first for the Insurance sector.

THE APPROACH


With thousands of policy sales every year across multiple channels, it was clear that the Ageas data held vast potential.  However, like so many companies, the customer data was held across separate systems, dramatically limiting its usefulness.  Ageas were looking for a faster, smarter way of using the data at critical touchpoints to allow intelligent customer conversations.

R-cubed were already experienced in connecting multi-channel data, and together with the Ageas data team, they set about designing the conduits for passing the data to the relevant touchpoints – creating a blueprint of the ‘Engagement Hub’.

The Ageas Engagement Hub is a bespoke solution which combines R-cubed’s technology, marketing expertise and ’best in class’ analysis:

  • R-cubed’s technology would collect the multi-channel data into a Single Customer View and deliver it to the relevant touchpoints for real-time decisions and personalised dialogue
  • The team’s combined expertise and detailed analysis would determine the right message to the right person at the right time – across the website and at the call centre

It was clear that this was going to be a ground-breaking project that would transform a ‘one size fits all’ approach into fast, intelligent one-to-one conversations across multiple channels.

The Engagement Hub comprised:

  • A Real-time Plug In
  • Customer Insight and Predictive Modelling
  • A Call Centre App

Engagement hub Ageas image
Tailoring Online Journeys

  • The Engagement Hub provided a platform to personalise the website with online messages to customers based on everything they already know about the customer.
  • The team were careful to choose the most appropriate areas to personalise:
    • Add-on products were ordered based by the most relevant to the customer determined by the ‘Engagement Hub’ propensity to buy – with the most relevant moved to the top of the page.
    • Messages were made more relevant by tailoring the content to the customer e.g. “your Ford Focus insurance quote”
    • Copy was personalised based on customers’ circumstances and needs, e.g. “if you were to breakdown, how would you get to work” for those who had selected commuting
    • Emails or calls could also be triggered to customers who abandoned their browsing – encouraging re-engagement

Armed with the Engagement Hub, Ageas were now getting the right messages to the right customers, right now.

THE RESULTS


Ageas is now at the forefront of the UK insurance industry when it comes to blending real–time on-line data with off-line data and using propensity models to improve and personalise customer journeys and service.

The Engagement Hub ensures that every customer at every touchpoint receives insightful and personalised customer engagement, and that every Ageas team member or every webpage is empowered to make relevant real-time decisions for each customer.

This has led to significant business and customer benefits.  The initial tests have shown:

  • ROI of 198% through real-time personalisation on the online Motor Quote and Buy journey
  • 40% increase in sales rate from incomplete motor quotes through our follow-up approach. When customers abandon a quote without completion, the system re-engages them by triggering an email reminder or making an outbound call
  • 20% uplift in add-on revenue per policy
  • Data capture rates of up to 30% by integrating Best Next Action messages into Call Centre Application – enabling us to market to customers later, removing costs from the business and allowing online customers to self-serve
  • 20% uplift in portal registration through integration with the adviser app – allowing customers to receive documents electronically, which makes it more convenient for them and saves Ageas £’s per policy on printing and fulfillment costs

The feedback from the teams was overwhelmingly positive:

“I have worked on the phones at Rias for 5 years and I think this is the best tool that we’ve ever been given” – Inbound Sales Team member

“The engagement hub is a great tool, informing advisors about the customer as soon as they call in. It contributes to making the customer journey as smooth as possible. Simple things like collecting clients details are already pre-populated and we can we see the exact direct mail our customers have received and therefore what prompted them to call. You can also see if they have any live policies with us so we can give our customers any discount they are entitled too.”  – Inbound Home Sales Team member

As a result of the feedback and numbers from the initial tests, the Engagement Hub was rapidly rolled out from the Acquisition Teams to the wider Customer Service Teams and across all the Ageas brands.

Masters award logo

“I have worked on the phones at Rias (an Ageas brand) for 5 years and I think this is the best tool that we’ve ever been given”

Inbound Sales Team member

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Marketing Attribution Banner R-cubed

Attribution

Whose sale is it anyway?


Multi-channel marketing attribution isn’t a nice-to-have.   It’s absolutely crucial if you want to know how well your customer marketing is performing across all touchpoints.

But we’re not pretending it’s easy.  If you’ve ever struggled to accurately measure the contribution of a channel, whether it’s Facebook or TV, call centre or word of mouth, we understand.  It’s tough.

But multi-channel attribution is what R-cubed specialises in and we’ve developed an approach that tracks the complete customer journey.  It combines digital with offline, at an individual level, to give a complete picture of all your channels.  No exceptions and no channel bias.

In a post GDPR world, attribution has become even more challenging as access to data has tightened.

Read about how we approach multi-channel attribution in our white paper.

If you’re looking for some answers on how you can measure the performance of your channels, why not give us a call?

Attribution R-cubed

For more Attribution related articles, click here.

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Videos

Real-time Personalisation - Connecting to FastStats


WEBINAR

Connecting Real-time to FastStats


VIDEO

How R-cubed helped Virgin Atlantic with Real-time Personalisation


WEBINAR

Watch the video and see how R-cubed helped P&O Ferries.


CASE STUDY VIDEO

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Data analysis for Costa Coffee Banner

Costa Coffee

Data Analysis for Costa Coffee Logo

THE BUSINESS CHALLENGE


Costa Coffee is the fastest growing coffee shop business in the UK and proud to have been voted the UK’s favourite coffee shop for eight years running* .  Members of the Costa Coffee Club are rewarded for their loyalty with points and enjoy benefits such as free treats and exclusive offers.

With millions of transactions daily, it was clear that the ‘Coffee Club’ data held massive power and even small shifts in loyalty have a massive impact.  Costa Coffee knew that there had to be a faster, more intelligent approach to understanding who to reward and when.

We were asked to help improve customer retention, reduce churn and to maximise the potential of the Coffee Club.

THE APPROACH


The starting point was to bring the data together for the very first time into a unified view.  This view was incredibly extensive and included transaction history, purchased items, location, ‘eating in’ versus ‘takeaway’, club points, redemptions, registrations and store data, email history, plus many other powerful pieces of data.

By going “back in time”, we were able to gain a greater understanding of the ‘Coffee Club’ members and how their data could predict future behaviour, by comparing customer data over the last 3, 6 and 12 months.

The initial analysis revealed the tremendous power of Costa Coffee’s data.  Yes – recency, frequency and value were key drivers of future spend:

  • High spenders are most likely to remain high spenders – regardless of time frame
  • Customers who buy in multiple sites generate more value
  • People who redeem loyalty points go on to spend more
  • Recency is a key driver for future spend

However, we found even more predictive power hiding in the depths of the data, it was these findings that enabled us to develop a fresh modelling approach to predict future customer value with far greater accuracy. The approach identified customers who had the potential to increase their value, as well as those at risk of attrition. It meant we were able to find ‘at risk’ pockets within all of the broad traditional RFV groups, unlocking a more accurate way of targeting by potential –  getting the right rewards to the right customers at the right time.

As is always the way with data, we found some truly fascinating insights along the way that have transformed the understanding of customer behaviour.  For example, we discovered that new customers whose first transaction was before 9am went on to generate the highest value. This was just one of the many powerful data points that would help Costa Coffee to personalise and optimise their reward based communications.

THE RESULTS


Opportunities were mapped and prioritised against each segment. For example, retaining high value customers would have a massive positive impact on results. So in their next campaign, Costa Coffee set about targeting these high value ‘at risk’ customers with early win-back offers including a tailored reward.

The results were simply incredible:-

  • The greater insight into the data combined with a clear marketing communications strategy generated an increase of 40% in incremental spend.
  • Targeting of high value ‘at risk’ customers drove 35% of this campaign’s incremental.
  • The segmentation now forms the bedrock of an ongoing customer-centric strategy that delivers a far greater ROI.

Could your data be hiding extra power too?

If you’d like to talk to us about an easy way of finding out what extra power might be hiding in your customer data – drop us a line and we’d love to talk with you about it…

…Perhaps over a Costa coffee?

* having been awarded “Best Branded Coffee Shop Chain in the UK and Ireland” by Allegra Strategies for eight years running (2010, 2011, 2012, 2013, 2014, 2015, 2016 & 2017).

Data Analysis for Costa Coffee Email

"The greater insight into the data combined with a clear marketing communications strategy generated an increase of 40% in incremental spend"

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David Gray

David Gray


Account Director

David joined us with a wealth of data experience, having worked at both The Times, O2 and also agency side.  He has masses of experience in building and improving great customer journeys for his clients across a range of sectors.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

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Owen Jenkins

Owen Jenkins


Account Director

Owen used to be one of our clients, but we worked so well together that he decided to join us instead.  He’s still delivering  great data driven marketing strategies, but now his clients get the credit for it, instead of him.  Oh well.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Sonia Visana

Sonia Visana


Account Director

Sonia looks after a number of our key clients and has a particular wealth of expertise in the travel and holiday sectors.   She’s fanatically focussed on delivering a great return on investment for her clients, come rain or shine.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started


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Jo Young

Jo Young R-cubed

Jo Young


Sales and Marketing Director

Jo runs our Sales and Marketing area, winning us new business and making sure our existing clients are getting the best possible service from us.  Armed with a great analytical mind, a Masters in Mathematics from Oxford University and a love of numbers that borders on the obsessive, Jo is always looking for the next new challenge for us to tackle.

Do you share our passion for data?


Join us!

If you like the sound of what we do and think you have what it takes to make a difference, we’d love to hear from you.

See our current positions here. Or drop us a line at performance@r-cubed.co.uk

Click here to see our data protection policy.

Optimise your customer contact strategies - contact us here to get started