Client Overview

A leading white goods and electronics retailer faced challenges in customer retention, repeat business, and competitive differentiation. Operating in a highly competitive market, the company struggled to streamline the customer journey across marketing, sales, and service—especially for its diverse product mix that catered to both short-term and long-term customer lifecycles.

The company needed a customer-centric transformation to optimise marketing, sales, and customer service functions, ensuring seamless customer journeys across all touchpoints. This required aligning people, processes, data, and technology to deliver a more connected and personalised experience for customers.

To achieve this, the retailer partnered with Anthosa Consulting, leveraging the Customer Strategy Accelerator to design and implement an end-to-end strategy for customer acquisition, engagement, and retention.

Challenge

The retailer struggled with fragmented customer experiences due to operational silos, outdated systems, and inconsistent engagement strategies. Key pain points included:

• Disjointed Customer Lifecycle – No clear end-to-end engagement strategy across marketing, sales, and service, leading to inconsistent experiences.
• Low Retention & Repeat Business – Lack of post-purchase engagement, missing opportunities for cross-selling, upselling, and long-term loyalty.
• Limited Customer Insights – Siloed data prevented the company from understanding customer needs, behaviours, and attrition risks.
• Outdated Customer Service Model – Support was reactive, slow, and seen as a cost centre rather than a competitive differentiator.
• Competitive Pressure – Larger competitors offered seamless digital experiences and superior customer service, attracting the retailer’s existing customers.

To overcome these challenges, the retailer needed a holistic transformation—one that integrated marketing, sales, and service into a unified strategy while leveraging AI-driven insights to personalise engagement and drive loyalty.

Solution

Anthosa Consulting deployed the Customer Strategy Accelerator to redesign the retailer’s approach to customer engagement, service, and retention. The solution focused on three critical areas:

People – Uplifting Capabilities

• Upskilled teams with AI-driven customer insights training to personalise engagement strategies.
• Established a collaborative model aligning marketing, sales, and service teams for seamless interactions.
• Hosted customer journey mapping workshops to help employees understand customer needs at each lifecycle stage.

Processes – Redesigning for Seamless Experiences

• Created a customer lifecycle framework to define engagement strategies for short-term vs. long-term product purchases.
• Developed proactive customer engagement models, automating follow-ups, loyalty incentives, and service reminders.
• Introduced a predictive churn model, identifying at-risk customers for pre-emptive retention strategies.

Technology & Data – Deploying an Intelligent Engagement Platform

• Implemented a unified CRM and service platform, integrating marketing automation, AI analytics, and customer support.
• Leveraged AI-driven insights to personalise marketing campaigns, product recommendations, and service interactions.
• Rolled out an omnichannel customer support system—including live chat, self-service portals, and AI-powered chatbots.

Customer Service – Turning Support into a Market Differentiator

• Developed an AI-powered support system for faster resolutions and predictive service engagement.
• Integrated real-time tracking for service requests, repairs, and deliveries.
• Launched a white-glove customer service program for premium customers, enhancing post-purchase loyalty.

Results & Benefits

Stronger Customer Retention & Repeat Business

• 50% increase in repeat purchases through personalised post-purchase engagement.
• 30% reduction in customer churn with proactive service strategies.

Competitive Differentiation & New Customer Acquisition

• 20% more customers won from competitors due to superior customer service.
• 40% faster response times and 35% improvement in first-contact resolution, boosting satisfaction scores.

Operational Efficiency & Revenue Growth

• 20% increase in sales team productivity by streamlining customer interactions via a unified platform.
• 15% uplift in new customer conversions through AI-driven personalised marketing.

Scalable & Future-Ready

• Built a scalable digital engagement model for ongoing innovation and AI-powered automation.

What the Customer Says About Anthosa

“When they talk about the whole customer lifecycle, they mean it. Several CX agencies we spoke with focused heavily on understanding customer intent, digital marketing, content for engagement, and new client acquisition without solving problems we had in our customer service areas, which were impacting both acquisition and retention.

It was only after several workshops with the Anthosa team that we realised our new customer acquisition suffered more because of the problems in our customer service, which impacted not only retention and repeat customers but also the new customer acquisition.

Their holistic and collaborative approach was an eye-opener for our teams that were working in silos. Their focus on building capability in our team to understand and manage the end-to-end customer lifecycle created the most significant impact for us.”
— Sandra, Head of Customer Success

Talk with Us Today!

Anthosa Consulting’s Customer Strategy Accelerator empowers retailers to unlock growth, drive loyalty, and create a market-leading customer experience. If you want to retain more customers, enhance service interactions, and differentiate through excellence, let’s start the conversation. Schedule an introductory consultation with our team today!