APAC CPG Brand Speeds up Product Adoption With Intelligent Customer Journeys

A leading consumer brand in Japan focused on building more direct, ongoing relationships with customers.

The brand had a large and loyal customer base, but most interactions were still one-way through advertising or at the point of sale. As it shifted focus to a new product line, it needed to make customers aware of the change and reach them on the channels they preferred.

It also needed to do more than drive initial interest. Once customers showed intent or made the switch to the new product, the brand needed to help them complete onboarding activities in the right order, avoid sending messages about steps they'd already finished. Last but not least, the process needed to be strong enough to support future loyalty and referral programs.

Using CSG Xponent, the brand built a more connected onboarding journey across email and LINE (a Japanese social media and messaging app). Xponent ingested customer data, listened to customer activity, and used built-in decisioning to determine whether each person should get an email, a LINE message, both, or neither.

That decisioning made the outreach more relevant over time. If a customer consistently engaged more on one channel than another, Xponent weighted future communications toward the channel they were more likely to use.

The program also used logic to decide whether a message needed to be sent at all. If a customer had already completed a step, Xponent suppressed the now-unneeded message and moved them to the next step instead. That helped speed up onboarding and reduce unnecessary communications.

The result was a more connected onboarding experience that helped the brand engage customers on their preferred channels, improve completion, and scale intelligently. With the success of that onboarding program, the brand expanded the partnership with CSG into additional use cases, including payment servicing, refer-a-friend, voice-of-customer optimization, loyalty, and service-issue journeys.