FedEx takes home SBR International Business Awards for its innovative customer journey campaign

Taking a customer-first, data-centric approach for “always on” success.

FedEx, one of the world’s largest express transportation companies, was recognised as the winner in the Logistics category at the recently held SBR International Business Awards for its ‘Always On’ campaign that covers all stages in the customer lifecycle to deliver continuous active customer base growth and drive new business revenue.

Supporting budding enterprises in the region is core to our campaign considerations. FedEx provides reliable service, unparalleled global reach, and smart logistics solutions, and is committed to empowering SMEs along their business journey, so they can deliver benefits to their end customers as well. Featuring key themes around Intra-Asia and e-commerce opportunities, the campaign is analytics-driven to enable engagement with prospective and existing customers with precisely timed and customised communication to acquire, retain and win back customers at critical milestones during the customer lifecycle. It also provides options for customers to leverage digital capabilities on fedex.com to ship, earn and be rewarded through campaigns and FedEx’s flagship rewards program. 

Business needs change – both through seasonal demands, and consumer needs.  This campaign maps the customer lifecycle combined with a recency, frequency, and monetary value model, coupled with an understanding of target customers’ activities and preferences, before assigning them a distinct segment. These segments are then refreshed periodically to keep offers relevant to customers and is used to determine the type of campaign content to engage them with every month. 

The granularity needed to tag/identify customers can only be achieved with a comprehensive view of data sources, validated customer success dimensions and a predetermined alignment between cross-functional teams. Through the campaign, FedEx delivers the most relevant content to SME customers via multiple channels and promotes offers that are useful for the evolving business landscape. 

Aside from revenue growth, the implementation of the always-on campaign model also brought other benefits for SMEs, including incentives for FedEx customers to explore new market opportunities on promoted shipping lanes and early access to new features and capabilities.

The campaign’s automated flow and event triggers required a one-time setup and is readily scalable and adjustable to enable multiple promotional communications to be sent to respective target groups concurrently. With this automated campaign journey, the lead time to launch was significantly reduced by 70%, compared to an ad-hoc campaign set-up of a similar scale.

At the same time, increased automation in the campaign journey saved over 1,200 hours spent on the operational and development of the ‘Always on’ Nurture, Grow/Retain and Reactivation campaigns. Engaged users show positive results and post-campaign measurements have also demonstrated retention of regained revenue of an average 34%.

“At FedEx, technology and innovation are ingrained in our operations as we evolve to meet market demands. Harnessing the potential of digital transformation can create smarter supply chains for everyone. Through this data-driven campaign, we are empowering our SME customers to get the most relevant information mapped to their customer journey, which can be used to grow their business internationally.,” Mathew Mazhuvancheryparambath, Vice President, Revenue Management & Business Analysis AMEA, Marketing China. 

SBR International Business Awards honours foreign companies in Singapore and recognises the outstanding projects that successfully earned them a foothold in the Lion City.

The SBR International Business Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's outstanding contributions in Singapore's vibrant business landscape, please contact Jane Patiag at jane@charltonmediamail.com.