The challenge
Scale personalised customer communication across very large audiences without losing operational efficiency or accuracy.
The approach
WhatsApp is where many customers in Saudi Arabia expect to hear from the brands they use, which makes it a high-value channel and a risky one. A message with the wrong name, the wrong branch or the wrong offer is seen immediately, and at the volume Petromin works with, small errors repeat thousands of times.
Rania owned the campaigns end to end. She segmented the customer base, set up each campaign and wrote personalised messages for audiences of 300,000 to 500,000 customer records. A typical message drew on six to eight personalisation variables, so each customer saw details relevant to them rather than a generic broadcast.
The focus throughout was execution accuracy: clean segments, correct variable mapping and checks before each send, so that personalisation helped the campaign instead of creating support tickets.
Personalisation at scale is an operations problem first. The creative only works when the data behind each variable is right.
