Hong Kong Broadband Network
Personalization sees HKBN's Engagement Rate Quadruple
By stitching together its omnichannel data the Hong Kong telecom giant was able to simultaneously increase customer engagement through personalisation and lower its marketing spend able to simultaneously increase customer engagement through personalisation and lower its marketing spend
Business Overview
HKBN Group (HKBN) is one of the largest residential and enterprise integrated telecom and technology solutions providers in Hong Kong. HKBN currently serves 1 in 2 active companies and 1 in 3 households. Its powerful network covers 2.4 million residential homes and 7,300+ commercial buildings and facilities across Hong Kong, offering route diversity and high reliability for customers.
The Challenge
In a very competitive and advanced telecommunications market, increasing market shares 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.
This disconnect meant that customers who had made purchases in-store would regularly call HKBN’s customer services team demanding the company to honour the advertising deals. The poorly optimised customer experience resulted in dissatisfied customers and media waste.
Inetasia Solution
To achieve the objective of getting to know customers on a deeper level, HKBN uses Tealium’s tag management to achieve the objective of getting to know customers on a deeper level, HKBN uses Tealium’s tag management solution, Tealium iQ™, to collate data across multiple platforms and determine the customer’s personal interests. When the customer visits HKBN’s mobile page, HKBN can orchestrate that data with EventStream™ and harness the power of AudienceStream™ to influence email campaigns for segmentation purposes.
Samuel Hui, Co-Owner and Chief Transformation Officer at HKBN said, “We elected to work with Tealium due to the flexibility that comes hand-in-hand with its ‘build your own stack’ model. The hub means we have full visibility of customer insights both on- and offline in real-time. On top of this strong Digital and Data foundation, our team of digital experts can then add new technologies to suit an individual campaign or business need - rather than blindly subscribing to a pre-existing ecosystem.”
The number of turnkey integrations with other marketing technologies also allowed HKBN to set up new tools in record time. “Tealium’s integrations are critical for our campaign execution,” said Yoky Ku, Assistant Manager, Digital at HKBN. “Once we needed to A/B test two different email platforms. Tealium was able to deliver the results in less than 2 weeks, thanks to its extensive integration sets, which eliminated the need for us to rebuild the data structure in-house.”
Gregory Smyth, Founder and Chairman, Inetasia, Hong Kong said, “As we continue to build our best in class marketing technology stack, our skilled strategists and local engineers work together with HKBN from digital marketing strategy to implementation and higher ROI. Our Performance Marketing initiatives focus on integrating online and offline activities, understanding cross-channel and crossdevice customer behaviour, channel attribution on lead generation and conversion, as well as improved customer experience and retention.”
Tealium facilitates this data orchestration and is at the core of the technology stack deployed by HKBN.
Customer engagement skyrockets while marketing spend drops
Since integrating Tealium into its marketing campaigns, HKBN has got data activation down to fine art. Now that HKBN has full omnichannel visibility, it has redeployed an incredible 30% of its marketing budget previously spent on chasing customers who had already converted. Now the company is redeploying that spend to upsell additional products to existing customers.
Increased personalisation in HKBN’s comms not only prompted a 30% jump in click rates, but also quadrupled clickthrough rates from personalised campaigns, compared to generic non-personalised campaigns sent to the same segment of customers.
“The results we’ve seen through using Tealium have changed the way we do business at HKBN. We’re using our budget more efficiently, so we’re now working smarter, not harder. Simply put, the results speak for themselves,” said Hui.
About Inetasia
Inetasia provides enterprise digital solutions that integrate, measure and quantify online initiatives for our clients. Founded in 2001, Inetasia has a rich history as one of Asia's early Internet solutions providers. As proprietary developer of the Campaign Sherpa solution, and official Amplitude, Tealium and AB Tasty partners in Asia, Inetasia is a leader in the ever-evolving digital measurement landscape encompassing mobile, social, and web. Our professional services experts offer a range of products and solutions that have helped many of Asia's top enterprises optimize their digital marketing efforts in a multichannel digital world. Inetasia's Asia-Pacific headquarters are located in Hong Kong with multilingual digital measurement expertise, account managers and technical support engineers located in key Asian locations.
Inetasia staff provide local, multi-lingual support and a proven track record of success in helping some of the most recognized and respected organizations and brands across Asia achieve their goals. Our flagship clients include Prudential, Hong Kong Exchanges, Hong Kong Tourism Board, Hong Kong Trade Development Council, iFast Financial, Global Sources, Thai Airways International, Minor International, GCP Hospitality, Asian Development Bank, Six Senses, and China Light and Power.
For more information, please contact Gregory Smyth, CEO
[email protected]