myCountdown rounded out financial year (FY15) delivering an impressive incremental spend per-customer for Countdown, but the data told them the customer experience wasn’t fully optimised.
Heading into FY16, a significant challenge was laid down: deliver greater value for myCountdown customers despite wildly varying preferences, purchase behaviour and email interactions; and ensure that this translated into higher email open rates, engagement and incremental sales.
To understand the drivers of success and improve the customer experience, the Email Engagement Report was created, establishing baseline metrics to benchmark progress.
A comprehensive programme of data and statistical work was undertaken – analysing several hundred million rows of data – to identify critical phases in the customer lifecycle that yielded the greatest potential for improvement.
Based on these insights, a four-part myCountdown Engagement Programme to optimise engagement during key phases of the customer journey was developed:
For persistently non-engaged customers, a process was automated to pause communications in response to nil engagement, with a built-in option to resume once the customer swiped their Onecard.