Driving Loyalty and Engagement: Transforming WEX’s Customer Experience in the European Market

Operating in an intensely price-sensitive market, fuel card users in Europe often carry multiple cards to secure the best daily rates. While WEX offers competitive pricing, their value proposition extends far beyond mere cost savings. As a global provider of comprehensive financial solutions, WEX customers gain access to an extensive ecosystem, superior customer service, and various value-added services designed to simplify fleet management and enhance overall business operations.

Despite these advantages, WEX’s brand awareness in Europe remained relatively low. Even existing WEX fuel card holders were often unaware of the full spectrum of benefits available to them. The challenge was to enhance the overall customer experience, drive the use of additional products, and foster loyalty to the WEX brand.

To tackle this challenge, CHS partnered with WEX to completely overhaul the fuel card customer experience. This transformation covered the entire journey from initial enquiry and application to sustained loyalty.

Our collaborative approach began with a series of workshops and discovery sessions with the WEX team. We identified key pain points and segmented the audience to pinpoint where business performance was lagging. This informed the development of a customer-first journey that aligned with WEX’s business objectives.

Through continuous refinement and collaborative efforts, we designed a new customer experience that incorporated best practice communications, consistently guiding customers towards their next best action. Examples include encouraging card activation, re-engaging inactive users, and promoting additional products.

The enhanced experience was brought to life through expertly crafted email designs and compelling copy. Hyper-personalisation ensured that each segment of the audience received a bespoke experience, as well as exposure to the wider WEX story.

The comprehensive customer journey mapping led to the initial launch of a targeted segment focused on reactivating dormant card users. And whilst this was an initial pilot of the wider programme, this test yielded remarkable results.

Within the first few weeks, we observed a significant 5% increase in overall customer retention. In specific segments where we addressed existing issues with tailored communications, the reactivation rate soared to 50%. 

In terms of engagement with the comms, we also saw an 18% increase in open rate, and 32% increase in click rate.

This dramatic uplift underscored the effectiveness of our strategy and the value of a customer-centric approach.