Financial ServicesMachine LearningCustomer Value Management

Reactivating Dormant Users with ML-Powered CVM

Designed and launched churn-focused campaigns using machine learning models, driving a 2.5× increase in conversions and projecting 1.5B VND in revenue uplift.

Built on Amazon SageMaker and Amazon Pinpoint

2.5×

increase in campaign conversion for dormant user reactivation

1.5B VND

projected incremental revenue uplift

Overview

About the Customer

A leading digital bank in Southeast Asia was experiencing a steep decline in app engagement, especially among dormant users. Despite UI improvements and new features, a sizable portion of its customer base remained inactive. Broad-based promotions and manual outreach were ineffective, prompting the need for a data-driven Customer Value Management (CVM) approach to re-engage and retain these users.

The Challenge

Business Challenges

Rising dormant user base and low app stickiness
Inefficient campaign targeting based on static segmentation
Lack of ML-led reactivation strategies
Limited visibility into churn drivers and behavior patterns

The Solution

Solution Approach

OBZ designed and deployed an ML-powered CVM program focused on understanding and reactivating dormant user segments. Using predictive models and dynamic journey orchestration, the team launched hyper-personalized outreach across mobile, SMS, and in-app channels. A feedback mechanism enabled real-time adjustments to improve campaign performance and longevity.

Key Solution Highlights: • ML Models for Churn Segmentation: Scored customers by inactivity level and likelihood of return • CVM Journey Orchestration: Leveraged OBZ's CVM frameworks for automated targeting across channels • Behavior-Based Campaign Design: Offers, nudges, and content tailored to past usage and user personas • Live Dashboards: Campaign tracking, A/B testing, and real-time iteration loop

AWS Services Used

Built on AWS

Amazon SageMaker for model training and churn scoring
Amazon Pinpoint for multi-channel message delivery
Amazon Redshift & S3 for data lake integration and behavioral analytics
Amazon QuickSight for real-time dashboards and campaign analytics

Outcome

Business Outcomes

2.5× increase in campaign conversion for dormant user reactivation
1.5 Billion VND in projected incremental revenue
Noticeable uplift in session frequency and time spent on the app
Internal marketing and CRM teams now equipped with scalable CVM playbooks

About OneByZero

OneByZero is an AI deployment company specialising in AI Coworker design, build, and deployment for regulated enterprises across financial services, telecommunications, and retail. We operate across ASEAN, India, ANZ, and Japan, with a presence in the United States, combining domain expertise in regulated industries with deep AI engineering capability.