Data-driven CX innovation is crucial to Household Capital: the company aims to provide superior service based on data-led insight into customers' unique needs. Household Capital also needed to convey the benefits of its services to prospective customers in a way that was clear, timely and relevant. Real-time responsiveness to specific needs was key to providing effective service in the short term, while the ability to personalise communications was necessary to relationship-building and first-party data collection in the long term.