Intelligent RFM segmentation has created ready-made sales scenarios for traders.
Challenge
The Slovak leader in the job market (Profesia.sk) needed quick business results without changes to products. A low rate of repeat purchases among less active customers, low utilization of additional services among loyal customers, and a lack of a unified campaign strategy.
Main Challenges
Need for quick business results without changes to products
Low rate of repeat purchases among less active customers
Low utilization of the additional service Nelisa among loyal VIP customers
Lack of a unified strategy and process for leading campaigns
Campaigns were not repeatable - each was done from scratch
Solution
We implemented RFM segmentation (Recency, Frequency, Monetary) into 11 groups of customers. We launched 3 pilot campaigns with ~300 customers: VIPs received the Nelisa offer, inactive customers received a free upgrade, and those leaving received a special return offer. We combined email, SMS, and phone calls within a 24-hour window.
How We Solved It
We implemented RFM segmentation (Recency, Frequency, Monetary value) into 11 specific groups of customers: Champions (the best), Loyals (regulars), At Risk (at risk), Lost (lost), and others. Each segment received its own strategy and offer.
We launched 3 pilot campaigns with ~300 customers: VIP Champions received a premium offer for the additional service Nelisa, inactive customers received a free upgrade for testing, and those leaving received a special return offer.
Multi-channel outreach within a 24-hour window: introductory email (with A/B test on the subject line), SMS on the same day as a reminder, and a follow-up phone call from the salesperson the next day. Coordinated teamwork across all channels.
We created standardized call scripts for salespeople with best practices: what to say to the Champions segment, how to address At Risk customers, and how to save Lost customers. Each segment had its own script.
We offered interested parties an online product demonstration (demo call) and after the call automatically sent a follow-up email with a recap and next steps. Complete sales flow from email to closure.
Technologies used: RFM segmentation model, Email + SMS automation, CRM workflow, A/B testing framework, Conversion tracking
Results
High overall conversion from Outreach → order
Almost half of the VIP segment closed a deal after the product demonstration
Average time from contact to closure was only 9 days
Wow Factor
RFM segmentation turned abstract data into a practical tool for the sales team. When a salesperson calls a customer, they know exactly whether they are calling a Champion (Nelisa offer), an At Risk customer (rescue offer), or a Lost customer (win-back). And they have a prepared script and tailored offer.
