The client

Cash in Time is a financial service of Crédit Agricole Leasing & Factoring. It is a 100% online, French invoice financing solution for corporate customers of the Crédit Agricole Group. Simple and secure, this factoring service enables entrepreneurs to relieve their cash flow without impacting their borrowing capacity.

Background

Since the beginning of lockdown in France in March 2020, Cash in Time has adapted its activity to best meet the needs of its customers who have been greatly impacted by the crisis. Some companies have been shut down, others used partial unemployment and others have continued their activity. This period was also an opportunity to analyse customer expectations and behaviour in greater detail.

Firstly, a large amount of analytical work was carried out through an in-depth study of the customers’ portfolio. This made possible to establish new customer segments and, as a result, new targets. The customer verbatims were carefully reviewed.

Feedbacks from the customer advisors who were in direct relation with the entrepreneurs during this period proved to be very valuable. The first assessment is incontestable and if we have to sum up this study in one word, it is the one of ‘‘supportiveness’’.

A second assessment was performed on the use of marketing automation up to now versus customer expectations, particularly in terms of the communication channels. This is why Cash in Time has decided to include omnicanality in all its marketing automation campaigns according to the relevance of these campaigns and, above all, the customer’s needs.

Why Mautic?

The observation is clear: the support of entrepreneurs must be done both according to the timing and the relevance of the channel. Cash in Time therefore quickly imagined that a cross-channel campaign would be the go to option.

Outcomes

From June 2020, a large campaign of courtesy calls was launched with the Customer Service department!
Once the call was made by an adviser, the customer got segmented as follows:

• A. They are happy to have been called and with the service currently offered. In this case, they receives a text message thanking them for their loyalty.
• B. The customer is upset. They will receive a different email depending on the cause of his disappointment. During the courtesy call, the advisor was able to qualify the nature of the dissatisfaction.

This allowed them to create a scenario with five variable emails to respond to the five causes of dissatisfaction raised, and then adapt the messages.

The aim of this campaign is therefore to make it easier for customer service to contact the right people at the right time on the right channel.

In order to carry out this campaign, it was necessary to refine the targeting and to automate a certain number of actions and messages, as well as to deploy two new communication channels: SMS and outgoing calls.

This resulted in:

• 50% of calls leading to a survey
• Finer segmentation of their customers’ situations at present (normal activity, drop of activity, sharp drop of activity, shutdown)
• Email opening rate up to 56%
• In July and August, this campaign represented 30% of the revenue generated by Marketing Automation