strategy

SymphonySTRATEGY

Discover underlying motivations

The most valuable customer insights are often hidden within your systems, internal departments and the minds of your customers. We work with you to explore and understand the real problem you’re trying to solve – we’re looking for the underlying emotional motivations that are driving your customers. By the end of the Symphony Strategy phase you’ll have a top line communication map and data strategy to work with.

For DB Homes, rationally, their customers wanted to build a flat on their property to make the most of their land. But emotionally, they were deeply concerned about putting an ailing parent in a rest home and wanted to keep their family together. These are two drastically different conversations.

SymphonyDATA FRAMEWORK

Revealing stories within data

Symphony Data Framework helps you make sense of the messiness of organisational data. It neatly assembles your data into an orderly flow to capture and link a customer’s events and actions over time to create a comprehensive single customer view.

For Lily, who is with Southern Cross Health Insurance, data about her actions, preferences and contact details was stored across 18 different internal systems.

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data framework
strategy

SymphonyDECISIONING

Creating data driven conversation

Our team of business insights specialists help you determine how, when and why to talk to your customers. They design the business logic that drives your conversations, and the algorithms that learn and respond to how your customers behave.

Importantly, you’re in charge – you can change and add rules for future campaigns through our proprietary tool, Brief.

DISCOVER BRIEF

For Southern Cross Health Society, we initially created 70 business rules which grew to over 590. Rules like ‘has used a partner offer’, ‘has made an optical claim’. Data flows through the business rules to determine the most relevant messages for each customer.

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SymphonyDYNAMIC CREATIVE

Making it personal

Our team enables you to create complex message swap outs and build highly-personalised and relevant communications for different audiences and individuals.

Behind Symphony Dynamic Creative is a team of writers, UX specialists and designers who manage the complexities of bringing your content to life, overseeing all aspects of creation and production.

For Countdown Supermarkets, each week we serve hyper-relevant dynamic creative content with multiple swap outs.

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data made meaningful
data made meaningful
delivery

SymphonyDELIVERY

Sending it your way

If you don’t have the expertise to send your communications, our Symphony Delivery specialists can configure the system you’ve got, or use ours if you don’t have one, to seamlessly build and execute the delivery of personalised messages to customers at the right time, and at scale.

To tell Kiwibank customers about the power of their money personality, we used Salesforce to deliver dynamic creative assets we’d built in-house.

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analysis

SymphonyANALYSIS

Review and refine

Symphony Analysis lets you monitor campaign performance as it unfolds. We use Tableau reporting software to share data visualisations, analytics and campaign metrics, updated daily. From there, we’ll work with you to adjust and optimise your campaign for maximum effect.

For countdown this is a daily process of test and learn.

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Get in touch

To start a conversation, get in touch. We can talk about ways to build stronger connections between your brand and your customers, grow their value, acquire new customers and the type of ROI and business impact you could expect.

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