Customer Success Story
CUSTOMER SUCCESS STORY
LEADING CPG BRAND DRIVES ONBOARDING ENGAGEMENT The Challenge A major producer of consumer packaged goods (CPG) in the Japanese market needed a new way to onboard their existing customers to a better, lower-risk, electronic line of products. They had a large and loyal customer base, but most customer interactions were one-way through ads or at the point of sale. They sell their products primarily through retail outlets across Japan with great success, becoming one of the largest players in their vertical. Recently, the CPG brand shifted focus from their legacy, one-time-use product to a new reusable product with replacement cartridges. But as they began to sunset their traditional product offering, they faced a challenge. They had to make customers aware of this change, and to do that they needed a way to reach their existing customers on the channel that their customers preferred. The CPG brand needed customers to switch to their new product line and remain loyal, rather than change brands as they changed products. This required them to connect more channels than ever before and add decisioning capabilities to their customer journey.
First, the CPG brand had needed to engage and retain current customers, but also intelligently acquire them as users of their new product. Once they convinced customers to switch to their product or start using it, the company also needed to them people complete onboarding activities to make sure they got the most out of their reusable product. This required sending out relevant messages to their existing and new customers through email, Line (a Japanese social media and messaging app), or suppress them from communications based on their online activity. The goal was to ensure that customers were engaged on their preferred channels and that each customer completed onboarding actions, and did not receive messages about activities they’d already completed. The CPG brand needed this process to be scalable and in the right sequence, so that future loyalty, friend referrals and other programs could run successfully. The CPG brand sought a solution that would allow them to onboard new customers and drive engagement with their existing customers. To make the communications as relevant as possible, The CPG brand wanted to prevent customers from receiving messages about activities they’d already completed. They had to manage this communication in sequence, intelligently suppressing and sending messages based on what the customer had done in the past.
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