Ambition
To drive better customer engagement and sales effectiveness, Wipro helped a global financial services provider address their marketing and sales operations. Our deep-dive analysis revealed key barriers - fragmented data, lack of campaign relevance, and inefficiencies in execution.
The existing MarTech ecosystem was siloed, preventing a unified customer view and limiting the impact of engagement strategies. Marketing efforts lacked granular customer insights, resulting in broad, generic campaigns that failed to connect with individual needs. Meanwhile, the sales team struggled with delayed access to behavioral data, reducing their ability to engage meaningfully and close deals. Manual processes further slowed campaign execution, making it difficult to respond swiftly to evolving customer behaviors and market dynamics.
Action
To unlock deeper customer connections, Wipro built a unified customer data platform by bringing together Adobe Experience Platform, Customer Journey Analytics, and Salesforce Marketing Cloud (SFMC). This foundation powered 360-degree customer profiles, unifying data across every touchpoint to create a single source of truth. With real-time segmentation and hyper-personalized campaigns, we enabled the business to respond dynamically to individual customer behaviors. This helped them engage customers in the moments that matter the most. A sophisticated Identity Graph ensured seamless recognition across channels, while sales teams gained a competitive edge with live insights delivered through a custom application. By automating campaign workflows with Adobe Journey Optimizer, we streamlined operations, freeing teams from manual tasks and driving agility at scale.
Ambitions Realized
Within just nine months, the initiative delivered transformative results across customer engagement, operational efficiency, and revenue growth. Engagement rates rose by 25%, lifting the baseline from 12% to 15%, while sales conversions improved by 15%, increasing close rates from 18% to 20.7%. Campaign execution became significantly faster, with launch times reduced by 30%—from 10 days to just 7. Customer retention saw an 8% year-over-year improvement, and Net Promoter Score (NPS) climbed by 10 points, reflecting stronger customer advocacy. Personalized cross-sell and upsell campaigns contributed an incremental $22 million in revenue, while workflow automation drove a 20% reduction in manual campaign hours, resulting in substantial operational cost savings.
