For the team responsible for maximising the customer retentions and lifetime value at The Unlimited, maintaining and testing communication campaigns had become a massive bottleneck. Full-time, dedicated resources were spending their time manually monitoring and setting up campaigns, analysis and small tests. They were not able to spend their time improving processes and moving the business forward in the most effective way.
Once a customer campaign had been manually tested, it could be briefed into IT to get automated triggers built. This could take anywhere between 3 – 4 weeks, in which time the tests had evolved and the triggers needed to be updated already.
Because of these challenges, the IP was not being systemised, but rather existed in individuals’ heads. This did not allow for any kind of agility or continuity. Instead it meant a big dependence and risk sitting with a few key players.
How Warewolf Helped
The team needed a much better and more agile way of testing and delivering on their commitment to shareholders. Using Warewolf was the obvious choice after the massive win when the Customer Care team automated a simple process. The team wanted to be able to spend 90% of their time on design and improvement, rather than manually running tests.
Warewolf was used to map out the customers journey for the first 30 days to ensure the right data and communications got to them based on certain milestones. It was built to be easy to change and tweak as new information was learned. Warewolf integrated the front end systems with the dialler system in a way that didn’t require manual intervention once the process was started.
In less than three weeks from first approaching IT, the team launched their completed, live solution.