NewDay hits the right note with customers with 244 automations and 150 personalised journeys.
NewDay built a best-in-class marketing experience with Salesforce.
1. Centralising 6,700 processes on one platform.
NewDay has big ambitions. In 2016, it began centralising multiple communications on Marketing Cloud – and it hasn’t looked back since. The volume of communication being sent from Marketing Cloud continues to grow and today, it amounts to the majority of customer contacts from acquisition to payments and service notifications. NewDay is now able to standardise processes and operate more efficiently at scale.
Using APIs, NewDay integrated the majority of its communication touchpoints across preferences, servicing, support, and marketing with Salesforce resulting in one platform supporting both its consumer and merchant businesses.
“The biggest win was rolling out Signature Success in 2022, which monitors the 244 automations and 150 journeys and component parts running on the platform and proactively flags potential issues before they cause disruption,” explained Suzanne Knowles, Head of Digital Communication at NewDay.
2. Creating 150 personalised and 10+ hyper-personalised customer journeys.
Whether they’re existing customers or shoppers using a new retail credit card, NewDay is building stronger connections with its five million customers with timely, relevant communications. As a leader in the marketing space as well as a financial services innovator, it also delivers communications across its merchant portfolio for some of the UK’s most well-known brands. In many cases, starting at the very beginning of the customer experience with the acquisition and onboarding journeys.
“We’ve built over 150 journeys across multiple brands in Marketing Cloud. From personalised journeys with dynamic content tailored for different lifecycle stages, products, and service adoption to hyper-personalised messaging that looks at how and where each individual interacts with their credit product, we tailor the content every customer receives accordingly. We send a mix of real-time, triggered, or event-based communications across SMS, email, and push,” said Knowles.
A huge amount of care has gone into designing the ideal customer experience. Customers are segmented by touchpoint, brand, or service. The team uses AMPscript, a built-in scripting language, to create those winning 1:1 moments with advanced dynamic content on multiple channels. These are then tested, and the team works with other departments such as the fraud or finance team to make sure they’re striking the right note for positive customer outcomes.
But centralised and streamlined processes don’t mean NewDay can’t be flexible. When postal strikes meant new credit cards were going to arrive late, the team quickly sent a targeted campaign to let the affected customers know – a level of transparency that’s essential for building trust with customers and helping them on their journey with credit, while navigating a challenging environment.