HSBC: Omnichannel Personalization on a Global Scale Leads to a 200% Increase in Email Open Rates
Implemented a global framework for roll out of relevant and scalable capabilities
Unified customer experiences across marketing, sales, and service channels
Transformed from a reactive, product-pushing and segment-driven approach to a proactive, customer-centric, go-to-market.
The ability to execute personalization at scale, and the ability to do this at pace, is extremely important for us. Our investment in Pega is greatly helping us on this journey
The Business Issue
HSBC is a global bank serving over 40 million customers in 60 different markets worldwide. Its mission is to help customers take care of their daily financing, while also helping them protect and grow their wealth. HSBC sought to transform their relationships with customers from reactive to proactive, offering personal and relevant recommendations during every interaction. However, disconnected channels, lack of visibility into customer behaviors, and competing global and local priorities made it difficult to personalize experiences or adapt quickly enough to meet their ever-changing needs.
With Pega, HSBC implemented a centralized real-time decision engine, unifying inbound and outbound channels – enabling more personal, and relevant customer experiences. To overcome operational obstacles and strengthen the bank’s impact, HSBC built out a global framework within Pega using Pega’s Situational Layer CakeTM creating a balance between both global scale and local market relevance. Capabilities that are globally relevant and scalable are built into the global layer in Pega, while local customizations are reserved for the local layer. And, a single data model is used across all markets, providing easy maintenance and rapid message roll out.
- 3.5x increase in web click-through rates
- 265% increase in revenue per contact over pre-real time triggers
- 200% increase in email open rates