Background
Our client is one of the biggest compensation fund/welfare funds in Colombia. It provides services and benefits to improve the quality of life for workers and their families. These benefits include healthcare, education, housing, recreation, and financial services, as well as programs aimed at promoting well-being and social development. They play a significant role in supporting businesses and employees, and fostering economic and social progress in the region. Our client sought to develop an experience individualization strategy to foster high-value omnichannel interactions for both its affiliates and B2B clients.
Challenge
Our client faced multiple challenges in delivering personalized communications at the right time and through the preferred channel for each type of customer, including individuals and businesses. These challenges included the manual execution of campaigns, a lack of available communication channels to enable omnichannel experiences, functional limitations in content personalization and audience targeting, and disconnected systems and architecture, which posed a significant barrier to providing data-driven, tailored experiences for all their customers.
Approach
To help our client personalize the experience for Antioquians, Keyrus first assisted them in defining its personalization and omnichannel strategy using a business and people-centered design methodology. This involved defining high-value use cases for their customers and helping evaluate the MarTech solutions most aligned with their strategic, functional, and technical requirements. Subsequently, Keyrus supported them in implementing the selected solutions under an agile framework, enabling them to migrate campaigns from its various business lines and activate new capabilities for personalization, segmentation, and data-driven decision-making, allowing them to execute new use cases.
Key results
Benefits
- Optimization of time-to-value for marketing campaigns and tactics. - Enabling data-driven decision-making for marketing teams. - Implementation of Salesforce Data Cloud and Marketing Cloud integrated within a complex enterprise architecture.
Technology partners
Salesforce
Salesforce, a leading SaaS solution, specializes in customer relationship management (CRM). With its comprehensive suite of services, Salesforce empowers businesses to leverage cloud technology for enhanced connectivity with customers, partners, and prospects. Renowned for enabling customer success, Salesforce's software stands at the forefront of driving businesses towards stronger customer relationships and achieving their sales objectives.
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