CASE STUDY
CHALLENGE
HKBN Group ( HKBN ) is one of the largest residential and enterprise integrated telecom and technology solutions providers in Hong Kong . HKBN currently serves one in two active companies and one in three households . Its powerful network covers 2.4 million residential homes and 7,300 plus commercial buildings and facilities across Hong Kong , offering route diversity and high reliability for customers .
In a competitive and advanced telecommunication market , increasing market share and client retention are top KPIs . HKBN wanted to better understand its extensive customer base on a more personal level , yet siloed data streams meant information collected online and in-store remained largely separated . For instance , if a customer visited a HKBN store and purchased a 24-month broadband package , HKBN ’ s website would have no record of this data . As a result , the online team would continue marketing to an existing customer with retargeting ads aimed at new customers , displaying increasingly competitive deals .
HKBN needed to harness the power of personalisation to boost customer engagement , drive sales and increase long-term client retention in a highly competitive and advanced telecommunication market .
Solution
Using Tealium iQ Tag Management , EventStream and AudienceStream , HKBN orchestrated and activated its omnichannel data by stitching offline and online customer data in order to provide a holistic customer view and increase its digital marketing agility .
Results
Not only has HKBN seen a 30 % improvement in Return-On- Advertising-Spend since using Tealium , it has also seen 30 % higher engagement rates and quadrupled clickthrough rates from personalised campaigns .
This disconnect meant that customers who had made purchases in-store would regularly call HKBN ’ s customer services team demanding the company honour the advertising deals . The poorly optimized customer experience resulted in dissatisfied customers and media dollar wastage .
The telecommunications market in Hong Kong is saturated , with multiple competitors ready to poach customers from those who miss the mark . HKBN needed a solution that would set them apart from the crowd and help distinguish their customer experience offering from other market players . HKBN knew that the key to defining its USP lay in personalisation and
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