The Shojīn Project
Turning lifecycle data into intelligent customer journeys
Shojin had a complex investment journey spanning registration, verification, testing, KYC and investment. We worked across CRM strategy, lifecycle automation and re-engagement to create a more intelligent communication framework, connecting customer behaviour and data to the right message at the right stage.
01 — Designing the lifecycle
From sign-up to repeat investor
We mapped Shojin’s complete customer lifecycle, identifying the key behavioural and transactional milestones that should trigger communication. Registration, application progress, certification, KYC and investment became connected stages within a structured lifecycle framework, supported by email and SMS communication.
02 — Re-engaging dormant audiences
Bringing inactive audiences back into the journey
We developed a dedicated re-engagement strategy for customers who had paused at different stages of the journey. Audiences were segmented according to their individual position in the funnel, with tailored messaging, follow-up sequences and timing designed around their behaviour and progress.
03 — Making automation more intelligent
Using data to make every interaction more relevant
We defined the data requirements behind key customer states, allowing communications to respond dynamically to behaviour and timing. From appropriateness test activity and verification through to KYC and investment, the framework created a foundation for more precise, event-led automation.
The Result? A smarter foundation for customer lifecycle management. Connected customer data. Structured lifecycle journeys. Targeted re-engagement. And a framework designed to evolve alongside the customer.