Taking Control of Your Customers’ Journeys
by Jamie Brighton
Posted on 11-14-2017
Great business starts with great experiences. In fact, the experience business wave is sweeping through almost every industry in every region of the world. In this series of articles, we’re exploring the latest strategies for delivering an ideal experience to every customer—from shaping a brand experience that creates a real connection, to delivering standout content, to measuring and refining your own best practices.
The first article in this series explored the four key imperatives of an experience business: Start from context, design for speed and scale, rethink your workflows, and master the milliseconds. By prioritising these four imperatives, you and your teams will be able to constantly raise the bar for the experiences you’re providing to your customers—both today, and future-proofed for tomorrow.
If these principles cover an experience business strategy, what do you need in place from a practical perspective to deliver on the promise? Here are the key considerations as you move forward.
Key platform considerations
First, your technology platform needs to enable great design. Research consistently shows that companies that prioritise great design outperform the competition, which means that being able to build and execute well-designed experiences is crucial.
Second, your platform needs to give you a 360-degree view of your customer. To react to, and even predict, customer demand, you need to have all your customer data on the same platform. This will enable you to work out which data is most valuable and can best be used to enhance your communications—and thus your relationship—with the customer.
Third, your platform needs to be able to deliver personalised and relevant content, on demand, on any and every channel or device where the customer chooses to engage with you.
Fourth, your platform needs to incorporate data science. We’ve all been hearing an increasing amount of talk about artificial intelligence—and here at Adobe, we believe that data science and machine learning are going to fundamentally change the way we make decisions about our marketing.
Finally, you need to make sure that the workflows in your platform support your activities, rather than get in the way. This means your platform needs to provide a simple path from the creative’s desktop all the way to final delivery of each experience, as well as easy-to-use tools that enable your analytics team to share data with your optimisation and email teams—all within the same streamlined content management system.
Taken together, these factors comprise the field of journey management—taking control over your customers’ omnichannel journeys. Here’s real-world case to bring the idea to life.
Rethinking journeys across touchpoints
Amplifon is the global leader in retail hearing aids, serving 23 countries through 9,000 points of sale, with more than a billion euros in annual revenue. The company’s target demographic is 55 years and older, and interactions with these customers typically occur in-store. This allows Amplifon to personalise the product for its customers and follow up to support them throughout their lives.
Although Amplifon consistently delivered world-class in-store experiences, it lacked a deep understanding of its digital touchpoints, which are becoming more widely used as more of its customers grow acclimated to digital technology. To make this transformation, the company needed to rethink its current infrastructure, which relied heavily on standalone customer relationship management (CRM) tools that differed from market to market. This infrastructure didn’t allow representatives to reach potential customers on all the channels necessary for full engagement. Worse, the tools often created duplicate, inconsistent versions of each customer profile.
Amplifon needed a brand-new way to collate data from retail and digital environments. In addition, it needed to use a data management platform (DMP) to collect data from its CRM system as well as digital touchpoints, along with appropriate third-party data, to orchestrate the conversation across all digital and physical touchpoints. And on all those touchpoints, it needed to personalise every interaction.
To achieve this, Amplifon rethought its infrastructure and created a unified data model for its business within the Adobe Analytics. From this starting point, the company began integrating data from legacy systems with information gathered from newer digital touchpoints. The new model provided a 70 percent similarity in data structures across countries, with 30 percent greater flexibility around the company’s needs—both now and for the near future. It also let it combine online and offline data to reach a clearer understanding of each customer and segment. This means the company could identify new correlations it might not have been able to see, or even think about, previously, leading to actionable new segments and clusters that could be targeted on a wide range of touchpoints.
Since this new solution is integrated with tools like Adobe Campaign and Adobe Target, Amplifon can take immediate action on every insight it discovers. This has enabled the company to move from a simple linear approach to campaigns to a much more nuanced one, reaping returns on its investments every step of the way.
In the next post in this series, I’ll be talking about experience-driven commerce, and how it can help you connect with cross-channel customers. See you there!
Topics: Digital Transformation, Automation, customer experience, customer journey, experience management, personalisation, UK, UK Exclusive, Digital EMEA