Case study | 3 mins read
A leading APAC ride-hailing super app saw 12% higher conversion rates from personalized recommendations and a 3x increase in customer lifetime value over two years, after partnering with eClerx to build a Next Best Action engine across its ecosystem.
Operating across ride-hailing, food, grocery, mart, transport, digital bank, and subscription, the platform needed to move to AI-powered personalization to execute engagement at scale, without overwhelming customers with redundant or overlapping communications.
The challenge
As the super app scaled, fragmentation and customer journey personalization became challenges. In addition, the brand was:
- Searching for a unified way to identify the next best product for each customer or grow share-of-wallet in under-tapped services
- Trying to manage the platform’s six-plus verticals to offer personalization
- Lacking a systematic approach to proactive churn prevention, making it difficult to maximize customer lifetime value before disengagement occurred
Compounding this, there was no infrastructure to scale personalized customer engagement without creating overlap or comms fatigue, a growing risk as more verticals launched and competed for the same customer attention.
Our strategy
eClerx designed and deployed a Next Best Action engine powered by agentic activation, built across four layers:
- Data layer: Unified a lake of behavioral signals across all verticals to create a single view of customer activity
- ML decision engine: Built churn, cross-sell, and up-sell models to deploy predictive customer analytics and gauge the right action for each customer
- Recommendation layer: Developed a user-level Next Best Action framework to guide personalization decisions in real time
- Activation layer: Deployed Gemini-powered agents to personalize omnichannel customer engagement, orchestrating hyper-personalized communications weekly across Salesforce Marketing Cloud
The engagement was powered by the Gemini Enterprise Agent Platform for agentic activation, creative personalization, and comms orchestration; Salesforce Marketing Cloud for omnichannel delivery; Apache Spark for the data lake and ML pipelines; AppsFlyer for attribution and journey signals; and Google Cloud/AWS for the cloud foundation.
The result
The Next Best Action engine gave the super-app a boost with AI-powered personalization and omnichannel customer engagement. With a systematic approach to personalized customer engagement across its full vertical portfolio, the brand was able to drive measurable gains in conversion, retention, and cross-vertical growth.
- 12% higher conversion rate from personalized recommendations
- 3X increase in customer lifetime value over a two-year window
- 10% increase in penetration of previously untapped verticals
- More coherent messaging across channels, with comms fatigue materially reduced
- Omnichannel orchestration now running on a weekly refresh cycle across six-plus verticals
How eClerx can help
eClerx designs Next Best Action solutions for clients, leveraging its AI capabilities, as well as its experience building unified data and ML foundations on platforms like Apache Spark, Google Cloud, and AWS. Our teams have also drawn on their customer engagement solutions with Salesforce Marketing Cloud for omnichannel personalization. If you’re looking to offer omnichannel personalization, predictive customer analytics, or build a next-best-action capability powered by Agentic AI, contact us to learn how a similar approach could work for you.
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