Experience-led growth: From batch campaigns to real-time growth

The provider’s campaign process ran from initial impulse through insight generation, selection, design, and dispatch, taking up to seven months end-to-end. Communication followed internal calendar logic rather than individual customer needs, resulting in high scatter loss and rising opt-out rates.

Eraneos designed the TCO framework, structuring every customer interaction around three decisions: which trigger applies, which channel or channel mix to use, and which offer(s) to activate. This replaced campaign planning with a systematic, always-on logic that responds to the customer, not the marketing calendar.

Deterministic rules handle known triggers. Probabilistic AI models calculate purchase likelihood in real time. When multiple triggers fire simultaneously, an arbitration layer selects the optimal action and automatically suppresses sales messages when a customer is in an active service situation.

Eighty percent of contacts receive the proven champion message. Twenty percent are reserved for AI-driven experimentation across timing, tone, and offer. When a challenger outperforms the champion at statistical significance, it automatically becomes the new standard, with business rules hardcoded as guardrails.

The engagement defined six prioritized work packages spanning trigger concept implementation, automated dispatch setup, prioritization logic, control group design, optimization cycles, and success reporting. Each was scoped by value and effort, giving the team a clear path from current state to target architecture.