Overview
dopay is a fintech startup that went through the Barclays fintech accelerator, providing digital payroll and financial inclusion solutions. In order to support its ambitious growth objectives, dopay recognized the urgent need to set the right foundations for its revenue operations.
The Challenge
A key challenge was to implement a robust CRM system from scratch while integrating sophisticated lead acquisition strategies and deriving actionable insights from complex customer data to foster sustainable growth. The company had no existing CRM, an international sales team operating without unified tooling, and limited visibility into customer behaviour and retention patterns.
Implementation
Setting the Foundations
Implemented the first CRM ever used by the company and its international sales team. The engagement included project scoping, requirements gathering, functional and technical analysis, Salesforce Sales Cloud implementation, and end-user training.
Generating Leads
Implemented a Lead Acquisition Program requiring the definition of Ideal Customer Profile (ICP), lead acquisition processes, and integration of Salesforce, HubSpot, Twilio, and ScheduleOnce into a cohesive pipeline.
Analysing Customer Base
Conducted Enterprise and Retail customer behaviour and retention analysis. The goal was to establish customer value profiles based on income, dopay cards product usage, spending patterns, and profitability by segment and cohort.
Outcomes
Unified CRM: Successfully implemented Salesforce CRM, bringing a unified platform for the international sales team to foster better relationships and streamline sales processes.
Robust Lead Acquisition Program: Built and implemented a lead acquisition program generating a pipeline of high-quality leads ready for conversion.
Actionable Customer Insights: Established customer value profiles that helped in understanding the different customer segments better, thereby facilitating personalized and profitable engagements.