Apollo and Bertelsmann Marketing Services

Before the project started, it was clear that several hurdles had to be overcome. Firstly, the high manual effort involved, as previous surveys were organised with Excel lists and one-off emails. This meant that reminders were sent manually, and responses were consolidated painstakingly with an approach that did not scale. Secondly, questionable data quality, as without unique codes it was impossible to exclude duplicate or late responses. Thirdly, the lack of segmentation as feedback was collected but not split by NPS. As a result, the potential to engage promoters or intercept detractors early went untapped. Finally weak measurability, as while rough counts existed, there was no detailed KPI framework to accurately track effects such as reminder impact or response rates. Apteco provided a single flow to address all these issues: selection, automation, validations, segmentation, and KPI monitoring - all within one integrated process.

The campaign was structured as an automated, multi-stage flow anchored in a customer satisfaction survey. It began with an initial email that included a short questionnaire to measure the Net Promoter Score (NPS). Customers who did not respond were automatically sent a reminder email after a defined period of time, significantly increasing overall response rates. But what truly sets this campaign apart is the individualised response to the feedback received. Promoters (9-10 points) received a thank-you message with an invitation to share their positive experiences. Passive customers (6-8 points) were asked for specific suggestions for improvement, enabling the business to identify opportunities to strengthen their satisfaction. Detractors (0-5 points) were sent a personalised message that included an additional questionnaire tailored to their concerns, along with a direct option to contact the customer service center. This approach made it possible to uncover deeper issues and proactively implement corrective measures. Thanks to Apteco's powerful flexibility, all login and branching were handled seamlessly within a single campaign flow. This not only minimised manual effort but also ensured that each customer received the right message at precisely the right time.

From a starting point of fragmented inputs and high manual effort, Apollo built a fully integrated process that gathers valid feedback, uses intelligent reminders, and drives differentiated follow-ups through clear segmentation. Mandatory opt-in checks before every stage ensure GDPR compliance and respect for customer preferences. The outcomes have been compelling with high open and click rates, strong engagement through the journey, valid data, and significant efficiency gains. More importantly, the campaign strengthened customer relationships, built trust, and proved that Apollo doesn't just collect feedback, it acts on it. This campaign showcases how Apteco unites automation, personalisation, data validity, privacy and business impact in a single, coherent flow.