Southern Cross
Modern Marketing Foundation for New Zealand's Leading Care Partner
Credera partnered with Southern Cross to architect and implement a modern marketing technology stack that increased campaign speed-to-market by 80% and delivered personalised, data-driven customer communications at scale.
At a Glance
Southern Cross, New Zealand's premier healthcare provider, sought to modernise its marketing capabilities constrained by outdated legacy systems. The organisation engaged Credera to re-architect their entire data environment and marketing technology stack using an API-first methodology. By implementing Braze for campaign automation, integrating Qualtrics for real-time Net Promoter Score tracking, and establishing a centralised component library, Southern Cross achieved an 80% acceleration in campaign deployment. This transformation empowered internal teams with enhanced operational agility, complete control over personalised communications, and a robust foundation for continuous marketing innovation across all customer touchpoints.
Industry
Healthcare & life sciencesThe Challenge
Overcoming legacy constraints to enable agile, personalised marketing.
Southern Cross's marketing capability was severely limited by disconnected legacy systems and fragmented customer data. The organisation relied heavily on outsourced technical teams for campaign development, resulting in protracted timelines and reduced flexibility. Without integrated data sources, the marketing team struggled to deliver personalised experiences or execute timely engagement across multiple channels. This technical debt prevented Southern Cross from responding swiftly to market opportunities and maintaining meaningful connections with their members. The organisation recognised the urgent need for comprehensive digital transformation to remain competitive in the evolving healthcare sector.
The Solution
Building an API-first marketing ecosystem for seamless integration.
Credera initiated a comprehensive re-architecture of Southern Cross's data environment and marketing technology infrastructure. The solution centred on an API-first approach, implementing Braze as the campaign automation engine to enable sophisticated, multi-channel marketing orchestration. Qualtrics was seamlessly integrated for real-time Net Promoter Score monitoring, providing immediate feedback on customer sentiment. Credera established a centralised, modular email component library that standardised design whilst accelerating content creation. Comprehensive training programmes equipped Southern Cross's internal teams with skills to independently manage and optimise customer communications, eliminating reliance on external resources and fostering organisational self-sufficiency.
The Results
Delivering operational excellence and customer-centric marketing capabilities.
Southern Cross now possesses a sophisticated, integrated marketing technology platform that fundamentally transformed their operational capabilities. The organisation has experienced remarkable outcomes including an 80% increase in speed-to-market for new campaigns, enabling rapid response to business priorities. A flexible email component library ensures brand consistency whilst dramatically reducing production time. Integrated NPS tracking via Qualtrics provides immediate visibility into customer satisfaction. The team gained complete control over personalised communications, eliminating dependency on external technical vendors. This scalable foundation supports continuous marketing improvement and innovation across all customer touchpoints.
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