leanpay - case study

Leanpay is a provider of installment payment services that, through a simple process for approving available credit, saves customers and merchants time and effort when shopping in both brick-and-mortar and online stores. In the purchasing process, Leanpay serves as a crucial link between the merchant and the customer, as it simplifies the purchase for the customer and enables the merchant to increase sales—all in one step. The amount of approved credit is not tied to the purchase price, but rather to the buyer’s creditworthiness, and the buyer can use the funds for multiple purchases from different retailers.

How can you ensure satisfied customers who will buy more?

The key to increasing the number of purchases within the limits of each customer’s capacity or approved credit limit lies in:

effective communication with customers in the form of personalized product recommendations,
highlighting special offers from sellers,
ensuring a first-class customer experience,
assistance with various processes (registration, login, checking account status), and
quickly and effectively resolving any issues.

To achieve Leanpay’s goals and support all of their requirements, we proposed implementing the SAP Engagement Cloud tool for multichannel direct communication with customers, HubSpot Service Hub and Aircall for managing customer support, and InstantFeedback for measuring customer satisfaction.

SAP Engagement Cloud

SAP Engagement Cloud enables active responses to events (known as “triggers”) that launch sales and nurturing campaigns. These events stem from the products customers purchase and customer data such as their interests, creditworthiness, and so on. These include, for example, the first and second purchases made, the value of each purchase, the number of installments selected, the status of the available credit limit, and so on. At Leanpay, they focus on encouraging first and second purchases, and equally important is the ability to communicate through various channels—or the channels preferred by each individual customer (Viber, SMS, email, etc.).

Every customer is different

Given the number of Leanpay’s customers, Leanpay’s business model (including its presence in multiple markets), the pace of change, and its plans for the future, the transition to SAP Emarsys is undoubtedly the right decision. With Emarsys, we’ve been able to automate processes that are tailored to each customer’s level of interest. This allows us to personalize every single campaign and adapt the content so that it’s relevant and engaging for the end recipient. At Leanpay, they primarily wanted to achieve two goals: to encourage people who checked their creditworthiness but did not make a purchase to make their first purchase, and to generate interest in repeat purchases—or in spending as much of their available funds as possible—among those who have nearly paid off their previous loan. We achieve the best results through personalized communication with customers. Maintaining a transparent relationship with customers is equally important. Leanpay is one of those companies that will always be improving its services, which is why customer feedback is of paramount importance. That’s why we’ve integrated InstantFeedback into our solution and established a system for gathering feedback, which allows us to quickly identify opportunities for improvement wherever they arise.

Tamara Unetič

Emarsys Specialist

FrodX

We know what our customers need and what they want

One of the biggest challenges was effectively segmenting customers and creating personalized campaigns tailored to those segments. Since Leanpay isn’t a retailer, it has limited data on customer behavior on retailers’ websites, so we approached segmentation differently.

We relied on their general data, focused on customers and merchants (rather than products), and created various campaigns, such as a birthday campaign, a call to complete a purchase (abandoned cart), and purchase recommendations based on their past responses to emails sent to them.

A Solid Foundation for Innovation and Further Growth

The implementation of the HubSpot platform and the Aircall digital call center has completely transformed the way we work and enhanced our ability to deliver a personalized and effective user experience. Previously, disconnected communication processes did not allow for effective tracking and management of customer interactions, but now we have a comprehensive solution that centralizes our communication channels and synchronizes data in real time. Automatic call logging and contact information synchronization have significantly improved our efficiency and data accuracy, while enabling our agents to have more meaningful and substantive conversations with our customers. Working with the FrodX team was a very positive experience, as we shared the same perspective on our goals and challenges. Above all, I would like to highlight the expertise and experience of the team members; their ideas and solutions were also extremely welcome and proved crucial in tailoring the solution to our specific needs and ensuring seamless integration.

In the future, we plan to upgrade our existing capabilities by integrating an AI LLM (language model), as we are excited about the potential of AI to deliver an even better user experience. Our collaboration with FrodX has undoubtedly laid the foundation for further growth and innovation in this field.

Igor Nesterović

Head of Customer Support

Leanpay

HubSpot Service Hub

An effective customer support system is a key component in creating customer satisfaction and an excellent customer experience, and it drives repeat purchases. In the case of Leanpay, we focused on three main goals:

to make the work of support staff easier by providing easy access to customer information,

to assist users (customers) across various channels (email, chat, phone),
taking immediate action upon receiving a negative customer rating.

Efficiency is one of the key metrics in the customer support department. That’s why HubSpot is integrated with the Leanpay backend system so that key data is transferred to HubSpot and is available to employees as soon as they view a customer’s profile. However, when they need more information, they can open the customer’s profile in the backend system with all the details with just one click.

HubSpot Service Hub can handle various text-based channels without extensions, but not phone calls (at least not in all countries). That’s why we’ve connected it to the Aircall digital call center. This ensures a customer-friendly experience, as when a call comes in, the agent’s screen immediately displays all key customer data from Aircall and HubSpot based on the phone number—communication history, comments from other agents, and so on. Call data is automatically logged in HubSpot.

A solution we tailored entirely to the client’s needs

HubSpot Service Hub serves as a central hub for monitoring customer interactions within the customer support department. For Leanpay, it’s important that agents address customer requests as quickly as possible and that customers are kept informed about the status of their requests.

To briefly describe the process: a customer submits a question through various connected channels (a new request or ticket is created in HubSpot). The system sends the customer a notification that the request has been received, and later sends a satisfaction survey via email along with a resolution notification. These ratings and comments are then collected in HubSpot, where we categorize and analyze them by agent, country, and other criteria, and monitor satisfaction at all these levels.

To ensure the system’s effectiveness, we have fully customized HubSpot to Leanpay’s specific needs and processes. We also found solutions where they might not have been immediately apparent, pushed ourselves to go above and beyond, and—with a generous dose of imagination, ingenuity, and creativity—squeezed every last bit of potential out of HubSpot. The work was made easier by the fact that HubSpot already supports many processes; however, we still had to create some unique solutions through the integration of external applications. The icing on the cake—and a major advantage—is undoubtedly the tool’s user-friendly interface, which users can master very quickly.

Ana Lampe

HubSpot Consultant

FrodX

InstantFeedback: Satisfied customers are loyal customers!

An important part of our solution is creating positive customer experiences and fostering customer loyalty. To achieve this, we proposed regularly measuring customer satisfaction across several areas—how satisfied customers are with the Leanpay service at various stages of the purchasing process (NPS) and how satisfied they are with Leanpay’s customer support service (CSAT). We also paid close attention to feedback from customers who, for various reasons, rated their current satisfaction lower.

Related tools for an even better experience

When managing the customer experience, it is essential that processes and systems are interconnected.

When we receive information about customer satisfaction in SAP Engagement Cloud, we can tailor our approach to each segment—we encourage satisfied customers to spread the word about the service, while we need to handle those with lower ratings more carefully (presenting new products, highlighting product benefits and value, etc.). However, when we know in SAP Engagement Cloud that a customer currently has an open support ticket and is in the phase where they are waiting for our response, we can exclude that customer from sales communications during that time.

In customer support, based on agent ratings, we can reward high-performing agents, identify potential weak points, and adjust our approaches to resolving customer requests.

Conclusion and Plans for the Future

With this project, we have demonstrated that by applying the solutions and tactics presented, we can optimize not only product sales but also various services. A very similar process can also be implemented for other financial services at banks and insurance companies.

Since we constantly focus on our clients’ business growth when devising the best solutions, we are preparing a new project to integrate artificial intelligence into the customer support process. This solution will reduce the workload on the support team, as a large portion of requests will be resolved automatically, resolution times will be shortened, and the solution will also enable requests to be handled in each customer’s native language.

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