Our client, a major fuel retailer and distributor in the Middle East, was unable to meet their objective of delivering a data-driven bespoke customer experience.
There were existing gaps in understanding the nuance of customer preferences which translated to ineffective marketing campaigns and upsell strategies.
They wanted a stronger understanding of customer behaviour to target customers in a smarter way by laying a strong data foundation to drive marketing activities.
ClearPeaks designed and implemented a solution to improve the client’s customer segment definition and set up the foundation for smarter audience targeting and creating a bespoke customer experience for each segment.
We steered multiple use case discovery workshops with key business and IT stakeholders. This enabled us to understand business drivers and objectively look at feasibility and business prioritisation. We then used these inputs to create a realistic execution roadmap.
Our Machine Learning solution tagged each customer with persona-driven segments, and gave visibility of their detailed profiles through an executive-level dashboard.
With this project, we have been successful in creating a nuanced customer segmentation foundation.
This gives the client the ability to create custom offerings, products and campaigns to improve customer engagement and conversions, and upsell/cross-sell opportunities. This, in turn, will lead to increased wallet share and ROI for communication and marketing spend.
Our client is also set up for success in the future due to our solution architecture, which uses Dataiku as the platform, and enables them to drive end-to-end execution of further AI use cases with clear business value.
