Identifying a technical email solution to improve customers’ experience
Situation
Now more than ever, the critical issue for business is how to enable strategy through data and technology solutions. A Fortune 500 company had many customer complaints about too many email communications and was looking for a way to improve their customers’ experience by prioritizing, combining, and/or deleting communications.
Approach
The intersection of strategy, data, and technology. Orchid Strategy Group was engaged to help our client substantially reduce excessive email volume. Our approach was to allow data and analytics to drive the business requirements. We began with a deep dive into the data and found that the most excessive over-mailing situations were related to a few email types. Once we determined the majority of the issue, we were able to focus on the right solution, which was to combine emails sent to the same customer in a given timeframe. Next, we explored “buy versus build” technology solutions, including the pros and cons of the various options, timing, impact, cost, key capabilities, enterprise alignment, and business considerations.
Solution
Orchid Strategy Group presented the various options to be considered and collaborated with Business and Technology partners to recommend the final build/buy-hybrid solution. We worked cross-functionally to compile the business requirements and provided project management to implement the technology solution.
Results
The result was a successful and timely resolution for a high-visibility corporate initiative, and most importantly a direct and positive impact on the overall experience for our client's customers. These specific efforts eliminated approximately 15 million transactional emails annually.