{"id":49862,"date":"2020-11-20T17:49:00","date_gmt":"2022-10-18T17:49:56","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49862"},"modified":"2022-10-23T13:22:43","modified_gmt":"2022-10-23T20:22:43","slug":"how-ofx-uses-personalised-marketing-to-build-trust-in-volatile-times","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/how-ofx-uses-personalised-marketing-to-build-trust-in-volatile-times\/","title":{"rendered":"How OFX Uses Personalised Marketing to Build Trust in Volatile Times"},"content":{"rendered":"\n<p>One of the toughest jobs in marketing is talking to customers in a way that speaks to their individual experiences and actually helps them. During this year\u2019s uncertainty and volatility, that job has only gotten harder. But if you can manage deep personalisation well, as we have at OFX, it\u2019s well worth it.<\/p>\n\n\n\n<p>As a global money transfers company, OFX knows better than most just how diverse customers can be. We don&#8217;t just segment based on geography or business size, we look at what stage they are at in the customer lifecycle and what we know of their needs, such as the type of currencies they commonly exchange. We have to talk to different types of customers, in different time zones, with different needs.<\/p>\n\n\n\n<p>Layered on top of this personalisation challenge is another: communicating in a timely fashion. The gold standard we try to reach is talking to the customer before they\u2019re even aware a need has arisen. We aren\u2019t alone in this challenge \u2013 the <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2020\/05\/2020-marketing-trends--real-time-engagement--ai--empathy--abm-an.html\" target=\"_blank\" rel=\"noopener\">Salesforce State of Marketing report<\/a> found that \u2018engaging customers in real time\u2019 was the number one challenge worldwide.&nbsp;<\/p>\n\n\n\n<p>But if you succeed at both personalisation and timeliness, it\u2019s powerful. At OFX, we find it builds brand trust, keeps customers transferring with us and not our competitors.<\/p>\n\n\n\n<p>Managing this might seem daunting, but it doesn\u2019t have to be. It begins with a solid foundation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"preparation-preparation-preparation\">Preparation, preparation, preparation<\/h3>\n\n\n\n<p>There\u2019s a lot that goes into a foundation, but a few of the basics that you want to get right are:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Having internal processes streamlined so stakeholders can quickly sign-off communications<\/li><li>A technology stack that empowers you to work fast and work smart, and does a lot of the heavy lifting for you<\/li><li>Marketing rigour and discipline<\/li><\/ul>\n\n\n\n<p>OFX spent a lot of time working towards the first of these. We now have a robust process for producing marketing content and a portfolio of pre-approved images ready to go. Staying on-brand should be effortless \u2013 it makes sure approvals are very quick and the person actually on the technology platform doesn\u2019t have to reinvent the wheel every time an email is sent to customers.&nbsp;<\/p>\n\n\n\n<p>We also have a clear idea of the key moments in our different customer journeys where our communications add the most value to their experience.<\/p>\n\n\n\n<p>To make sure strategy works, it is best to automate as much of your lifecycle marketing as possible. So, for technology, we rely on Salesforce to power what we do. Using Journey Builder we have created several journeys that seamlessly guide customers through some of the most crucial moments in their experience with our brand and our products.&nbsp;<\/p>\n\n\n\n<p>One of those crucial moments is initial contact, we have a journey that communicates with customers who have signed up to make transfers through next steps, based on their subsequent interactions. For example, a lot of customers sign up and for a variety of reasons don\u2019t follow through. We automatically send those \u2018unconverted\u2019 customers a friendly email that serves useful content on the legal requirements of international transfers, and lets them know they can get in touch with us if they need help getting to the next step.<\/p>\n\n\n\n<p>Most customer interactions should be based on what the data says works for your business. And, as your business continues to grow, it\u2019s best to continue to automate as much of your customer communications as possible to get the benefits of scale and efficiency. Ideally you want 80% of your marketing to be programmatic, as this frees you up to spend the remaining 20% chasing golden opportunities.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"best-use-of-the-8020-rule\">Best use of the 80\/20 rule<\/h3>\n\n\n\n<p>When looking for opportunities, you need a bit of marketing discipline to make sure they are worthwhile \u2013 that they aren&#8217;t just exciting but also aligned to customer needs and your business\u2019s long-term strategy. You also need to make sure that:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>You are communicating in the style of a 1:1 conversation with a staff member at your brand (personalised and relevant)<\/li><li>You are communicating at the right time, because timing is everything<\/li><\/ul>\n\n\n\n<p>To do that you need the right data. The <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2020\/05\/2020-marketing-trends--real-time-engagement--ai--empathy--abm-an.html\" target=\"_blank\" rel=\"noopener\">State of Marketing report<\/a> found that the top three most popular customer data sources are (in order) transactional data, declared interests\/preferences, and known digital identities.&nbsp;<\/p>\n\n\n\n<p>Because of financial regulations, OFX verifies the identity of every client or business prior to their first transfer of funds to another currency.<\/p>\n\n\n\n<p>Knowing which currency the client is exchanging (AUD to USD for example) is both necessary for the transaction, and strategically useful so we can provide a personalised experience. This just one of the many ways we segment our clients to ensure personalised, relevant and timely communications.<\/p>\n\n\n\n<p>During COVID, this data has allowed us to make informed decisions on how we use the 20% of our precious resources allocated to golden opportunities. More importantly, it means that we\u2019re still talking to clients in a personalised way that helps build trust. There are a lot of external factors that affect currency markets, causing volatility, so we need an ability to quickly communicate helpful content to the right customers, advising of the potential changes to watch and how OFX is available to help provide support.<\/p>\n\n\n\n<p>Thanks to Journey Builder, this global effort is streamlined. It\u2019s jarring for clients to see you\u2019ve emailed them at 3am \u2013 it suggests you\u2019re not local and around to help them in their own time zone \u2013 so we\u2019ve created a template so that all our clients receive communications appropriate to their time zones and when we\u2019re most likely to get the strongest engagement.<\/p>\n\n\n\n<p>With locations around the world, we are able to offer our customers 24\/7 support with our \u2018follow the sun\u2019 model. For example, when you need support at midnight in Australia, our team in the UK is available and ready to help. This is a key differentiator for OFX, and a core part of our customer value proposition \u2013 all our communications reinforce&nbsp; this benefit as a way we help local businesses scale to operate globally.<\/p>\n\n\n\n<p>Australian business HOLOS Luxury Knitwear, for example, has a network of wool processing suppliers in Italy that allows the company to live up to its tagline \u2018Grown in Australia, Made in Italy\u2019. While making a 2am transfer to one of those suppliers, HOLOS Founder and CEO Margie Moroney accidentally sent funds to the wrong supplier. Since it was quite a large amount of money, she was rightly anxious. But, thanks to our marketing, she knew we would be available to help her immediately. She called us, and we retrieved the payment from the wrong recipient and quickly set up the transaction with the correct recipient.<\/p>\n\n\n\n<p>Moroney was surprised at what she saw as us going above and beyond (and we\u2019ve used her story in our marketing!) but for us, this is just a start.<\/p>\n\n\n\n<p>We\u2019ve dabbled with improving email timing with <a href=\"https:\/\/trailhead.salesforce.com\/en\/content\/learn\/modules\/artificial-intelligence-for-email-marketers\/test-with-einstein-frequency-and-send-time-optimization\" target=\"_blank\" rel=\"noopener\">Salesforce Einstein Send Time Optimisation<\/a> and we\u2019re currently integrating even more of our business on Salesforce. It\u2019s part of our goal of focusing relentlessly on the customer experience, which is ultimately vital to the success of any company. With a solid foundation underneath us we can be there for our customers so that they are there for us.<\/p>\n\n\n\n<p>Discover more about personalisation and marketing during volatility with Bridie Smith at an exclusive webinar on 25 November \u2013 <a href=\"https:\/\/www.salesforce.com\/au\/form\/events\/webinars\/form-rss\/2794289\" target=\"_blank\" rel=\"noopener\">sign up now<\/a>.<\/p>\n\n\n\n<p>To find out more about the trends driving change in global marketing, <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/6th-state-of-marketing\/?d=7010M000002QbewQAC&amp;nc=7010M000002Qbf1QAC\" target=\"_blank\" rel=\"noopener\">read the 6th State of Marketing Report<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/state-of-marketing\/?d=7010M000002QbewQAC&amp;nc=7010M000002Qbf1QAC\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/SOM_Blog_Footer.png?strip=all&#038;quality=95\" alt=\"Sixth edition state of marketing - read report\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Communicating with clients so that you are addressing their needs enhances brand trust and ultimately leads to more business. Bridie Smith, Global Head of Customer Relationship Marketing at OFX, explains how her company has kept marketing personal during COVID volatility.<\/p>\n","protected":false},"author":1,"featured_media":52698,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"98402a7b69eb4e11ad57975df762d204","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2539,2484,2455,2523,2507],"sf_content_type":[],"coauthors":[2454],"class_list":["post-49862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-best-practices","sf_topic-digital-transformation","sf_topic-marketing","sf_topic-marketing-personalization","sf_topic-personalization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How OFX Uses Personalised Marketing to Build Trust in Volatile Times | Salesforce<\/title>\n<meta name=\"description\" content=\"Communicating with clients so that you are addressing their needs enhances brand trust and ultimately leads to more business. 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