BBVA
Overview
The objective was to acquire and retain new customers for BBVA’s Credit Card team by leveraging an innovative communication approach. The strategy focused on optimizing the customer acquisition journey through personalized interactions, effective storytelling, and data-driven decision-making.
Client
BBVA
Industry
Banking
Service
Strategic analysis
Customer journey optimization
Content creation
Content
Storytelling strategy
Duration
7 months
The Challenge
In an increasingly competitive financial landscape, BBVA needed to enhance its customer acquisition process, making it more engaging and effective. The challenge was to stand out in crowded inboxes, foster meaningful connections, and convert interactions into long-term customer relationships.
The Solution
1. Innovative Communication Approach: Developed the "Recommender" model to personalize customer interactions and improve engagement. Focused on delivering the right message at the right time through precise targeting and optimized customer journeys. 2. Optimized Customer Acquisition Journey: Utilized CRM tools to analyze customer behaviors and preferences, refining communication strategies accordingly. Integrated personalized storytelling to create more relatable and compelling messages. 3. Creating Urgency with Strategic Offers: Promoted credit cards with no issuance or maintenance fees, accompanied by a countdown feature to instill a sense of urgency. Conducted A/B testing to identify the most effective messaging strategies. 4. Collaborative Approach: Worked closely with cross-functional teams to ensure alignment between communication strategies and business goals. Implemented continuous feedback loops to refine and improve the customer acquisition process.
The Result
+30% increase in open rates within the first three months of implementation. +25% increase in click-through rates. +20% growth in customer acquisition. +10% higher conversion rate. HIGHLIGHTS: 1. Leveraged CRM to optimize the customer acquisition journey. 2. Implemented the "Recommender" model for personalized interactions. 3. Integrated precise timing and urgency in email communications. 4. Conducted A/B testing to maximize communication effectiveness.
