The Unlimited and inQuba Win Assegai Award for putting customers first
Customers want to feel valued and The Unlimited has turned this simple truth into award-winning success by reimagining how financial service providers engage with their clients. In partnership with technology provider, inQuba, they recently celebrated a prestigious Assegai Award for their groundbreaking ‘people-first’ campaign. By combining cutting-edge technology with customer-centric strategies, the campaign has created a service experience that treats every customer like family, not just a transaction.
“Selling financial services isn’t just about contracts and monthly payments. It’s about being there when our customers need us most – we treat them like family,” says Claire Elliott, Head of Customer Journeys. “We believe that onboarding a customer is not transactional, but rather an opportunity to connect with them in a very personal way. Our goal is to ensure that our customers see and feel the value we bring to them and their families when it matters most.”
Reimagining the Customer Journey
Being part of a family means truly having someone in your corner. So, with this end goal in mind, the award-winning campaign reimagined the customer onboarding journey. Focusing on the first three months, the company uses hyper-personalised WhatsApp conversations integrated with proactive call centre engagement to create a connection that goes far beyond traditional customer relationships.
“We’ve all had concerns when signing monthly debit orders for financial services products, wondering if we’ve made the right choice and whether it will actually meet our needs when we need it most,” says Elliott. “Our onboarding campaign starts from this premise, letting our customers know that we are truly in it for them so that they feel supported, valued and understood from their very first interaction.”
To achieve this, The Unlimited successfully creates a connection that transcends traditional financial services relationships. Using data-driven insights, the campaign focuses on personalised conversations with each customer.
“When our data shows that a customer may have questions, we don’t just send another automated message, we have a customer experience agent proactively call them,” Elliott explains. “It’s about combining the best of both worlds – smart technology and genuine human care. And, this has resulted in more engaged customers staying with us beyond the initial onboarding period.”
The Assegai Award
With its groundbreaking approach and integrated technology, it’s no surprise that The Unlimited’s campaign scooped the Assegai Award for Data-Driven Technology.
“This award recognises something truly special,” says Trent Rossini, Managing Director at inQuba. “When technology serves people rather than the other way around, magic happens. Together with The Unlimited, we’ve shown that data and analytics can create more meaningful relationships. And what makes this really exciting is that this is just the beginning of what’s possible.”
The Assegai Awards have long been the benchmark for marketing excellence in South Africa. But for The Unlimited, this recognition means something more profound – it confirms that the company’s commitment to treating customers as family isn’t just good service, it’s good business.
“While we’re honoured to receive this award,” says Elliott, “the real win is seeing how this approach has changed our customers’ lives. We’re making financial services products more personal for everyday South Africans because we believe everyone deserves an Unlimited life. When our customers win, we win.”
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