FE Credit: Driving Customer Lifecycle Value Through Marketing Automation

How FE Credit leveraged data-driven marketing automation to increase customer engagement and reduce churn across their consumer lending portfolio in Vietnam.

+42% Engagement Rate

3.2x Campaign ROI

−28% Churn Reduction

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+42% Engagement Rate YoY improvement

3.2x Campaign ROI Return on spend

−28% Churn Reduction Customer attrition

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The Challenge

FE Credit needed to engage a rapidly growing base of mobile-first customers across multiple loan product lines, with manual processes limiting personalisation at scale. Reaching the right customer with the right message at the right moment was operationally impossible without automation.

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Our Approach

AKA Digital implemented a unified marketing automation platform integrating customer transaction data, behavioural signals, and lifecycle triggers. We delivered contextually relevant communications across SMS, push notifications, and email — fully personalised per customer segment.

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The Outcome

The programme delivered measurable uplift in engagement and retention metrics, earning industry recognition at the MMA Smarties Awards 2022 — one of the most prestigious mobile marketing accolades in Southeast Asia.

Technologies Used

OneSignal

Engagement

AKA Digital Solutions Deployed

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Tags: CRM Marketing Automation Vietnam Financial Services MMA Smarties

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