9 February 2020
The NBFC company is an extremely well-known company all over India. With their branches all over India and employee strength up to 1000+ employees. They offer loans to individuals, businesses, entrepreneurs and many more. They are also in providing general insurance, wealth advisory and lending money. It is considered as one of the fastest-growing NBFC in India.
This fast-moving NBFC could not target the right customers which led to poor online engagement. It was also a challenge to connect the marketing spends and ads to the real results which impacted conversion.
They even had a dilemma on which lead to prioritise which resulted in customer dissatisfaction.
SignOn signed up to learn and scrutinize every stumbling block they were facing technically and come up with the best digital strategy to improve efficiency.
- Segmented the target customers with Intent models & coupled that with online customer Behaviour. Used parameters like customer spend potential, purchase propensity, browsing history, content classification & social profiling.
- Cibil rating was integrated into the modelling to arrive at the creditworthiness & spend history.
- Omni channel consolidation to arrive at the customer intent - Chat, voice, Bot, Form submissions, social mentions.
- Marketing Channels were all Consolidated into one Lead Funnel on which was applied the segmentation models.
- The right product class was then applied to the right segment of customer, so that targeting the right customers was achieved
- Lead Scoring was applied so that the marketing intelligence platform for SignOn Leadz could real-time manage & prioritise leads over others.
- Classification of leads to simplification of targeting channels - Email, Chat, Voice Etc.
- The method of targeting was also advised as an outcome of the funnel classification.
- Finally, how the right Leads to the right Skilled sales executives in order for effective closure of sales.
Configuration and Deployment timeline - 2 Months Study, 4 Months Deployment, 2 Months Transition Time to Go Live- 6 Months from Contract
SignOn diversified various methods to create an end to end solution for increasing the online engagement which impacted the conversions positively. The following were the key success from using SignOns tools and tricks:
- 120% increase in engagement measured by Time on page and content engagement
- 75% increase in Sales conversion End to End
- Improved customer satisfaction from Post sales survey by 20%