Task

Whether B2B or B2C, there is still a human at the other end of the line.

Far too often, marketing communications fail to acknowledge this. This oversight negates the flexibility of the need, creating a binary view of solutions with a one-size-fits-all approach. It fails to respect the dynamic nature of society and the impact any form of sudden change can have on business, such as the Covid 19 pandemic and subsequent lockdowns.

A multinational water client of FastMora faced this challenge with an incapacity to categorise business customers; a by-product of several recent acquisitions with little consideration given to the varied services its customers were historically offered.  The one-size-fits-all approach failed to cater to the individual and sometimes unique needs of business customers, from basic delivery options to communicating orders.  

Pilot

A negative impact on sales followed, risking future growth by closing the door on new product introductions and cross-selling. Rethinking the customer experience from a human perspective reopened these opportunities for our client.

Using historical data sets to identify behavioural patterns, FastMora created new human-like personas. The company could now offer evergreen terms that met the needs of those working from home. This freed existing teams to refocus on delivering personalised offers; a seismic change from a previously passive role and with less dependence on other departments (i.e. sales). See the chart below.

This company also gave customers further flexibility in communication with live agents, chatbots, text messaging and the ability to choose the frequency and timing of relevant updates. More personalisation meant more autonomy for the client to focus on what was important.

Transformation

Unprecedented satisfaction scores and higher customer retention swiftly followed. Our client incrementally implemented these changes and immediately observed that both individual and business customers responded favourably to the ingenuity and flexibility of the evolution in service.