Awin’s Customer Experience Team: Supporting SME Success Through DIY Delight

The Challenge

Awin's Customer Experience team supports over 11,000 self-serve SME advertisers with just six team members. The challenge was to deliver meaningful, personalised support at massive scale without compromising on quality or empathy.

The Strategy

Rather than rely on manual support, the team built scalable, multilingual tools that empower advertisers to help themselves with confidence. These include 70-plus knowledge base articles, a smart AI chatbot refined by the team, and more than 22,000 targeted emails. Their central hub, the Advertiser Success Centre, now deflects up to 75% of support tickets.

The Work

The team struck a brilliant balance between scalable automation and deeply empathetic human touchpoints. Over £130,000 in free consultancy has been delivered via Random Acts of Kindness, while 200-plus Rising and Falling Stars outreach calls have proactively supported accounts showing early signs of success or decline. Seasonal lookbooks, partner matchmaking, and webinars round off a highly personalised experience designed to help SMEs not by doing the work for them, but by helping them do it better themselves.

Results

2024 delivered 149% revenue growth for SME advertisers and dormant programmes reduced from 33% to 9%, with success stories from brands including The Body Coach and REHAB Your Hair.

The Judges' Verdict

"A thoughtful and masterfully executed approach that instils confidence and drives immense growth for SMEs."