Challenge
A leading financial services organization faced a critical disconnect between its digital and offline customer experiences. Despite having robust online loan application processes, the company struggled to convert customers who abandoned pre-approved loan applications—a high-intent segment representing significant lost revenue.
The core challenges included:
- Inefficient outreach: Manual selection of prospects and non-prioritized call lists diluted agent effectiveness and increased contact costs
- Poor timing: By the time agents reached out, customer intent had cooled, resulting in low contactability rates
- Fragmented data: Web behavior, app activity, CRM records, and internal credit scores existed in silos, preventing a unified view of customer readiness
- Slow iteration: Legacy processes couldn’t adapt quickly to changing business rules or product requirements
Leadership needed a solution that would translate “one customer, one experience” from a digital aspiration into measurable call center revenue and efficiency gains through a true next-best-action approach.
Solution
The organization implemented Tealium AIStream to create a real-time, unified customer data orchestration platform that powered prioritized call center outreach:
Unified Customer Foundation
- Deployed Tealium’s Single Customer View and identity resolution to stitch web behavior, mobile app activity, CRM profiles, and internal credit scoring into persistent, person-level profiles
- Enabled accurate qualification and routing of prospects into actionable audiences
Intelligent Prioritization
- Built dynamic audience rules based on cart abandonment status, loan eligibility, and propensity scoring thresholds
- Created a master queue that sequenced outreach by likelihood to convert and recency of abandonment, ensuring agents focused on the highest-value opportunities at peak intent
Omnichannel Orchestration
- Published real-time call lists directly to the contact center stack for immediate agent action
- Deployed coordinated email and push notifications as secondary touchpoints when initial call attempts didn’t connect
The first-party, data-neutral, vendor-agnostic architecture ensured compliance flexibility while supporting rapid iteration—with rule and audience changes going live in less than one day.
Results
The program delivered measurable impact across efficiency, conversion, and revenue metrics:
- 2x increase in contactability through real-time activation and propensity-based prioritization
- 11% conversion lift on the targeted cart recovery journey
- 12% growth in annual digital sales attributable to recovered loan applications
- Less than 1 day time-to-market for operational changes, enabling continuous optimization
- Scaled across 13+ products while maintaining efficiency gains
Why It Worked: Precision targeting from unified customer profiles reduced agent misrouting and wasted effort. Propensity-based sequencing aligned outreach with genuine customer intent, improving conversion while lowering cost per acquisition. Omnichannel reinforcement protected momentum when prospects weren’t immediately reachable by phone.
The combination of real-time data activation, intelligent prioritization, and operational agility transformed the contact center from a cost center playing catch-up into a revenue-generating engine that engages customers at exactly the right moment.
