Efficiënt beheer van miljoenen jaarlijkse contactmomenten
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Managing millions of expressions per year to more than 4 million existing participants became increasingly complex
Preventing errors in communication, for example incorrect price or participation information.
Spend employees an average of 50% less time spent on operational tasks and review rounds and can focus on improvement processes
The scalability of the system supported a growth of 5 million price communications without additional staff deployment.
Harmony has <span class="text-color-red">a really good service</span>. We have good, pleasant dialogues and they are also there for us in product development.
The Postcode Lottery Group is active in five European countries with lotteries that together have raised more than €14.5 billion for charities since 1989, making the Postcode Lottery Group one of the world's largest private charitable donors.
In the Netherlands, the group operates with the National Postcode Lottery and Friends Lottery, with a combined annual turnover of 1.2 billion euros, with at least 40% going to charities.
One of the biggest challenges faced by the Postcode Lottery in 2020 was the complex management of their large-scale customer communication about prizes and their participation. The organization sent nearly a hundred thousands of letters and emails every month.
A solution was sought to:
- Managing the growing numbers of communications
- Decrease error sensitivity
- Limiting dependency on external parties
- Improving time-consuming revision processes
- Making data exchange more secure
As Erik Meininger explained: “Before we had CustomerConnect, our communication process was quite error-prone and took us a long time. We work with sensitive information about prizes won. That's why it was a more reliable system really not an unnecessary luxury for us.”
The implementation took place during the COVID-19 lockdown in 2020, which initially posed additional challenges. Despite these circumstances, the cooperation between the teams is highly effective, in particular through direct communication.
The Postcode Lottery team also experienced the cooperation positively: “I did find that very pleasant. because the lines were so short. We were very clear about our needs for each other. If something didn't go well, we just talked it out and together we looked at how we could improve it.”
An important challenge during the process was bridging the gap between technical and operational perspectives: “You notice that you have to learn to speak each other's language at such a time, then intensive cooperation is very good, and we also have a solid basis laid for long-term cooperation that continues to this day.”
“With CustomerConnect, we have taken a huge step forward in our communication process,” says Erik Meininger.
Where the team used to depend on external parties and needed up to five rounds of corrections, they now have full control.
This efficiency improvement is immediately visible in the figures. It revision process has been reduced from five to two rounds, while the volume has been scaled up to peaks of more than 2 million messages per month. With every monthly draw, 800,000 letters and emails about prizes won are now effortlessly processed at once, as part of the impressive 20 to 25 million annual contact moments.
“The most striking result is the huge increase in communication variants,” emphasizes Suzanne van der Heide. “Where we were previously only able to process 6 different designs, we now manage 10 to 20 variants with ease.” All with the same team; an achievement that would have been unthinkable without Harmony's CustomerConnect.
The system has not only increased efficiency, but also increased flexibility. “If we had continued as usual, the process would have become increasingly unclear,” explains Erik. “Now we are future-proof and ready for further growth.“
Looking to the future, the team sees new opportunities in the field of marketing automation. “CustomerConnect is a success story for us,” concludes Erik. “We now have a solid basis for all service communications and are ready to take the next step towards an even more integrated communication landscape.”
