Using Salesforce Marketing Cloud, Lyca Mobile has consolidated all customer data in a single source of truth. Marketing teams across India and the UK now have a unified view of customer journeys across email, SMS, the website, and other touchpoints. This helps them deliver seamless omnichannel experiences.
“Customer journeys are clearly mapped out – so, we know exactly when and on which channels to engage with customers for optimal impact,” says Rai. “These journeys are visually represented through Salesforce Marketing Cloud Engagement, and easy to understand and modify.”
Lyca Mobile also uses Marketing Cloud to segment its audiences into MECE (mutually exclusive, collectively exhaustive) categories based on shared attributes. This makes customer communication more contextual and relevant.
“By sending the right messages to the right customers at the right time, we’ve seen a 15-20% decrease in opt-out ratios,” says Rai.
Meanwhile, insights on customer purchase affinity help teams avoid spamming customers who haven’t responded to previous marketing messages.
“With customer engagement becoming more targeted, conversions have increased by over 30%,” says Rai.
Marketing efficiency has also improved.
“Earlier, if we wanted to alter the text of an email or SMS, we had to raise a ticket with our tech partners and wait seven days for it to be resolved,” says Rai. “But with Salesforce, we can change text on the fly to make our communications more compelling.”