To protect sensitive business data and honour client confidentiality, this case study has been white-labelled. While the insights, strategies, and outcomes are based on a real engagement, all identifying details have been anonymised. This approach allows us to showcase the value and impact of our work while maintaining the highest standards of privacy and trust.
Optimisation and Data Management for International Payments Provider
WeDoCRM joined forces with this global client in 2020 to help increase their CRM operations. As part of our scope of work and responsibility, we deliver their ongoing BAU campaign schedule and manage various projects to increase CRM effectiveness. Five years later, our partnership remains strong and continues to achieve significant milestones.
| Services | Systems |
| SMS Channel Configuration & Deployment | Salesforce Marketing Cloud |
| Data Cleansing & Contact Management | |
| CRM Strategy Development & Roadmapping | |
| Regulatory Compliance Implementation |
This case study examines the optimisation of a multi-region marketing technology stack through three projects:
- SMS channel enablement
- Preference centre development
- Data Cleansing & contact limit management in Marketing Cloud
We showcase how a strategic approach to marketing technology implementation can effectively improve customer experience and optimise operational costs. Here’s a breakdown of our services and how we’re growing together in the Fintech industry.
About the global client
The client is a global fintech company specialising in international payments and foreign exchange services. They empower small and medium-sized businesses to conduct global transactions efficiently, providing essential tools for managing currency risk and securing optimal exchange rates. With a clear focus on simplifying cross-border commerce for SMEs, they help these businesses navigate the complexities of international transactions.
✅ Project 1: SMS Channel Enablement
The client needed to establish SMS as a reliable communication channel across different countries and business units within Salesforce Marketing Cloud, addressing regional compliance requirements and technical inconsistencies.
Our Goals:
- Implement SMS capabilities tailored to region-specific requirements
- Ensure regulatory compliance across all markets
- Improve message deliverability and tracking
- Integrate SMS within the broader communication strategy
WeDoCRM’s Technical Approach:
SMS Registration Complexity: WeDoCRM navigated the process of properly registering SMS sender IDs across multiple countries, resolving issues where messages were being flagged as “likely scam” or failing to deliver.
Regional Customisation: WeDoCRM developed solutions to accommodate varying requirements across business units while maintaining a consistent strategic framework.
Deliverability Assurance: WeDoCRM implemented robust testing protocols to confirm message delivery reliability across all markets.
What WeDoCRM Achieved:
WeDoCRM successfully implemented tailored SMS configurations within Salesforce Marketing Cloud across multiple countries and business units. These were integrated into journey-based messaging strategies to enhance customer communication. To support deliverability, we established robust sender ID validation processes and implemented monitoring systems to ensure messages were reliably received.
✅ Project 2: Preference Centre Development
The client needed a centralised system for managing customer communication preferences to enhance personalisation opportunities and ensure compliance.
Our Goals
- Create a unified interface for users to manage communication preferences across channels
- Ensure reliable storage and synchronisation of preferences in Salesforce
- Provide clear unsubscribe paths that meet regulatory requirements
- Build a scalable solution adaptable to future channel additions
WeDoCRM’s Technical Approach:
WeDoCRM successfully developed a sophisticated Preference Centre hosted on a CloudPage with:
- AMPscript Integration: WeDoCRM implemented custom scripting that efficiently handles form submission, preference capture, and dynamic content rendering
- Data Architecture: WeDoCRM designed a system where new Preference__c records are created for each user with opt-in fields populated only when explicitly selected
- Dynamic Experience: WeDoCRM enabled preferences to be pulled from Salesforce to prefill forms when available, creating a seamless user experience
- Cross-System Synchronisation: WeDoCRM established real-time updates between Marketing Cloud and Salesforce
The Results WeDoCRM Achieved:
Bringing preference management together in one place made things simpler and helped with compliance.
Customers had more control and clarity over their communication choices, and the system was flexible enough to grow with the business without repeating a lot of code. Plus, the improved consent tracking made the company’s compliance even stronger.
✅ Project 3: Data Cleansing & Contact Limit Management
The client was approaching its Salesforce Marketing Cloud contact license limits while seeking to improve data quality for more effective marketing campaigns.
Our Goals:
- Reduce contact count to avoid license overage fees
- Improve data quality to enhance targeting capabilities
- Optimise system performance for critical marketing activities
WeDoCRM’s Technical Approach:
Our team implemented a comprehensive data cleansing process:
- Identification: WeDoCRM carefully analysed and flagged problematic records, such as duplicate email addresses, invalid email addresses and incorrectly assigned ContactKeys (often from manual imports).
- Staging: WeDoCRM created dedicated data extensions to stage and review records before deletion, ensuring data integrity throughout the process.
- Remediation: WeDoCRM successfully removed around 1.5 million low-quality or non-actionable contacts, improving data quality.
- Process Improvement: WeDoCRM established new data intake protocols to prevent similar issues from arising in the future.
Overall Results and Business Outcomes
The three projects collectively transformed our client’s marketing technology capabilities:
- Enhanced Customer Experience
- Improved Compliance
- Operational Efficiency
- Marketing Effectiveness
The project delivered a more seamless and personalised customer experience, strengthened compliance through improved preference and consent management, and enhanced operational efficiency by streamlining data processes and reducing tech-related costs. As a result, our marketing messages now connect with customers in a more meaningful way across every channel used.
Are You Looking for Technical CRM support?
As we’ve done for our client above, WeDoCRM’s in-house team provides comprehensive support for brands and organisations across CRM operations, MarTech implementation and optimisation, and multi-channel customer marketing.
If you’re seeking assistance with CRM, our expertise and specialised services ensure that you maximise the potential of your CRM system. Get in touch today. We are looking forward to hearing from you!
