Progrexion has been at the forefront of providing online consumer credit services for nearly two decades. As the sole advertiser for Lexington Law and the holding company for CreditRepair.com, Credit.com and Efolks, Progrexion helps hundreds of thousands of US consumers protect and repair their credit every year. From the moment a customer calls in to its call centre, Progrexion employees play a pivotal role in putting customers back on the road towards financial success.
Approximately 90% of Progrexion’s customers sign up via the call centre, so driving leads there from its brands’ web properties is a key factor in the company’s growth. However, Progrexion’s internal reporting tools provided only basic insights—such as whether a lead came from an ad or organic search—and did not integrate online and off-line interactions. By expanding insights into cross-channel customer journeys and improving attribution, the company saw a significant opportunity to increase personalisation according to customer preferences.
“People who call in are the most likely to be become and remain Progrexion customers,” says Kirk Nielson, Assistant Director, PMO at Progrexion. “We needed to better understand where to spend our time improving the cross-channel experience to increase calls and ultimately sales, through our call centre.”
Progrexion also wanted to get a more complete view of customers by integrating data from third-party vendors, helping the company to have more meaningful conversations with customers across touch points. In addition to marketing, the company knew it could use these insights to develop more relevant sales and support interactions.
Now, at the centre of the company’s marketing ecosystem, Progrexion uses Adobe Marketing Cloud, including Adobe Analytics, Adobe Target and Adobe Experience Manager. Using the integrated platform, Progrexion can analyse audience behaviours, test new experiences and deliver engaging materials. With the Activation core service within Adobe Marketing Cloud, the company can gain visibility into cross-channel interactions faster.
Tying everything together for Progrexion is Adobe Marketing Cloud ID, providing a universal Visitor ID for consumers who visit its digital properties. This gives Progrexion a single view of consumers and enables the company to further customise digital experiences by sharing audience data between Analytics and Target. For example, visitor IDs are used to develop audience segments and tailor search terms and ad copy.
By using universal visitor IDs to dynamically personalise content on its landing pages, matching creative with the original touchpoint, it can create more consistent experiences. Special offers, pop-up chats and prompts for information can also quickly be integrated into various customer experiences, including through its call centre.
As an added bonus to enhancing the customer experience, Progrexion has lessened the load on IT staff. The team can create and launch fully integrated landing pages using Adobe Experience Manager without the assistance of IT, resulting in faster time to market. “We can deploy content when it’s ready,” says Nielson. “With Adobe Experience Manager, we are no longer dependant on other resources and don’t have to wait to push new content live.”