Case Study: Central Group achieves automated personalized loyalty and higher customer engagement with NGDATA IEP

NGDATA Powers New Loyalty Program at Central Group

Central Group, a Thailand-based family-owned conglomerate that runs the 1 Card loyalty program, faced the need to become more customer-centric by improving real-time, one-to-one engagement, increasing sales through targeted bonus-point activations, understanding customer behavior on promotions, and reducing manual effort for personalized birthday messages. To address these goals they engaged NGDATA and its IEP solution to deliver real-time personalized communications and automation.

NGDATA’s IEP ingested Central Group’s data to build 4.5 million Customer DNA profiles, fitting into the corporate data lake and using predictive models and machine learning to automatically select the most relevant offers and channels. NGDATA implemented an SMS-based, highly personalized campaign (name, favorite brand, expiration date), converting a manual monthly birthday message into a daily automated message sent on the actual birthday. The result was increased campaign accuracy, higher customer engagement and overall satisfaction, and a significant reduction in manual work.

Central Group