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Custom Offer Management System Automation Boosts Customer Retention Rate to 98%
Legacy offer management systems leave much to be desired. Our custom offer management system automated multiple offer management functionalities and helped grow customer retention to a staggering 98%.
The Client
A US-based brokerage firm that provides investment and trading services with assets worth more than $1 trillion
The Challenge
The company required an enterprise-level offer management system automation that addressed the following existing challenges:
- Lack of scalability and limited business features: The existing system offered limited features for free trade award-type offers. The company needed greater flexibility when managing marketing offers that include refer-a-friend, on-the-spot account openings, satisfaction guarantees, as well as recurring and custom offers.
- Limited award types: The old system only provided limited award types to customers and fell short of delivering trending offers such as cash awards, loyalty points, events, benefits, and product awards.
- User experience: The existing user interface (UI) was developed on older technology and left much to be desired in being responsive and intuitive.
- Scalability and performance limitations: The old application was monolithic and lacked the scalability to provide high-performance throughput.
- Limited security features: The old system did not mask customer data correctly, which meant unauthorized individuals within the company could access sensitive information. The company needed better security and compliance features.
- Operations cost and infrastructure limitations: The existing system was deployed on-premises with limited integration options. The company needed to reduce infrastructure costs.
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Customer Experience
Application Development
Automation
CICD Workflow
Cybersecurity
DevOps
Microservices
UI/UX
The Solution
The GSPANN team developed a highly scalable Offer Management System that meets the customer’s business goals and objectives. Our team conducted an end-to-end implementation of the Offer Management System, including discovery, solution, architecture, design, and build, by leveraging the company’s existing domain and keeping true to their team’s technical expertise.
Key aspects of the solution include:
- Flexibility in offer and benefit design: The company can now easily create different combinations of awards and qualifications, including negotiations.
- Tracking client behavior: The new offer management system systematically monitors desired customer engagement on a one-time or recurring basis. This produces a rich data set that allows the company to gauge the effectiveness of offers.
- Improved fulfillment of awards and benefits: Our engineers designed an automated process for delivering awards or triggering benefits, whether one-time or recurring.
- Streamlined client and associate experience: The new system provides comprehensive visibility into the status of benefits and engagement opportunities.
- Microservices architecture: We used the microservices architectural approach to provide maximum flexibility.
- Integrated internal/external systems: Our solution allowed the integration of different systems in the client's ecosystem via exposed APIs and ESBs. These integrations include the company's back-office system (account information), Order Management System, EDW, Salesforce, and Harmony.
- DevOps and CI/CD pipeline: We implemented an automated Pivotal Cloud Foundry / Google Cloud Platform deployment.
- Modernized UI: A custom-built Angular.js UI application manages the complete life cycle of marketing offers.
- Security enhancements: Our solution included role-based access and data masking to control the view of customers’ non-public personal information.
- Alert and monitoring: The Splunk ‘Dashboards and Alerts’ feature monitors the application’s health.
Business Impact
- 98% customer retention: The new system boosted customer retention to 98% and provides timely offers.
- Reduced deployment time: The new offer management system automates 96% of the formerly manual processes, allowing a quick sign-off for new application releases. This allows the company to respond quickly to changing market conditions by adding new features promptly and reliably.
- Substantial offer influence: The company now has access to all offer-related statistics and has proven how key offers influence the existing customers
- On-the-spot offer disbursement: The highly efficient performance of the new system enables the company to disburse offers and awards to customers on the spot. This vastly increases customer satisfaction and contributes to customer retention.
- Cost Optimization: The company now enjoys real-time autoscaling, rightsizing, spot instance automation, and Pivotal Cloud Foundry deployments. These improvements serve to keep the infrastructure costs low.
- Business priorities met: Our engineers helped the company meet their priorities and drove success by ensuring quality control, on-time delivery, and meeting performance targets.
Technologies Used
Splunk Rabbit MQ Pivotal Cloud Foundry (PCF) PostgreSQL PrimeNG Angular 9 Spring Data Flow Spring Cloud Java 8 Spring Boot IBM MQ
