Personalized Communications Anticipate Customer Needs

by Maria Mihajlovic

Posted on 07-23-2018

Cus­tomers who receive an offer from BT and call the com­pa­ny for more infor­ma­tion may be sur­prised to find that the ser­vice agent they con­nect with already knows what infor­ma­tion they’ve received and is ready to answer their ques­tions. This is just one of the ways BT is pri­or­i­tiz­ing the cus­tomer expe­ri­ence, mak­ing inter­ac­tions more per­son­al­ized and rel­e­vant for its audiences.

BT sup­ports orga­ni­za­tions of all sizes with cus­tomized telecom­mu­ni­ca­tions that com­bine ser­vices includ­ing voice, mobile, cloud, secu­ri­ty, con­nec­tiv­i­ty, and net­work­ing. In the same way that BT cre­ates tai­lored telecom­mu­ni­ca­tions solu­tions, the com­pa­ny wants to make every cus­tomer expe­ri­ence across chan­nels unique­ly engaging.

To tai­lor ser­vices to meet the spe­cif­ic needs of its 1.2 mil­lion busi­ness cus­tomers, BT is har­ness­ing cus­tomer data using Adobe Expe­ri­ence Cloud. For instance, BT feeds cus­tomer insights from Adobe Ana­lyt­ics and Adobe Audi­ence Man­ag­er to its mar­ket­ing, sales, IT, dig­i­tal, and data teams, who use the infor­ma­tion to guide busi­ness deci­sions such as how to reach spe­cif­ic cus­tomers, what offers to send to dif­fer­ent audi­ence seg­ments, and the right time in the cus­tomer engage­ment to intro­duce new services.

Engag­ing across channels

To con­tin­ue enhanc­ing its com­mu­ni­ca­tions with cus­tomers, BT chose to imple­ment Adobe Cam­paign, with sup­port from Adobe Cus­tomer Solu­tions. Adobe con­sul­tants worked on-site, help­ing to inte­grate Cam­paign with the rest of the customer’s Adobe Expe­ri­ence Cloud solu­tions, elim­i­nate orga­ni­za­tion­al siloes, and edu­cate teams on best prac­tices for cam­paign devel­op­ment and management.

Adobe Cam­paign sup­ports cross-chan­nel engage­ment, includ­ing email, online, direct-mail, and mobile chan­nels, as well as the call cen­ter at BT. In addi­tion to tar­get­ing cus­tomers who are eval­u­at­ing BT ser­vices, the telecom­mu­ni­ca­tions provider uses the solu­tion to improve cus­tomer rela­tion­ships and min­i­mize ser­vice and sup­port costs.

“It’s impor­tant for us to know our cus­tomers and show that we care about them,” says Gareth Rus­sell Jones, Head of Data and Inno­va­tion at BT. “Adobe Expe­ri­ence Cloud solu­tions enable us to pro­vide cus­tomers with use­ful com­mu­ni­ca­tions and move away from just send­ing out gen­er­al prod­uct infor­ma­tion. Instead, we can more direct­ly respond to cus­tomer needs.”

Rel­e­vant com­mu­ni­ca­tions dri­ve results

Lead Man­age­ment capa­bil­i­ties in Adobe Cam­paign help BT gen­er­ate, man­age, score, and acti­vate B2B leads, espe­cial­ly for ongo­ing cam­paigns for two major busi­ness prod­ucts, BT Net and Cloud Phone. With lead scor­ing, BT can track audi­ences that are engaged and iden­ti­fy addi­tion­al oppor­tu­ni­ties for re-engagement.

BT also uses tar­get­ed email and SMS cam­paigns for cus­tomer out­reach. Pro­vid­ing time­ly and rel­e­vant ser­vice infor­ma­tion proac­tive­ly helped BT boost open and click rates for dig­i­tal com­mu­ni­ca­tions by 17%, cut­ting call cen­ter con­tact vol­umes in half.

Com­mit­ment to cus­tomer success

Using a web-based appli­ca­tion that inte­grates with Adobe Cam­paign, agents eas­i­ly access recent cus­tomer activ­i­ties, such as web pages viewed, and emails received, and more, which gives agents a bet­ter idea of what each cus­tomer needs and how to help them. In addi­tion to decreas­ing aver­age call han­dling times, such per­son­al­ized ser­vices demon­strate a clear com­mit­ment to cus­tomer success.

BT adds extra enhance­ments to cus­tomer expe­ri­ences with the Sites and Assets capa­bil­i­ties in Adobe Expe­ri­ence Man­ag­er and Adobe Tar­get in Adobe Mar­ket­ing Cloud. Expe­ri­ence Man­ag­er inte­gra­tion with Adobe Cam­paign lets BT dynam­i­cal­ly per­son­al­ize emails accord­ing to each customer’s pro­file. AB and Mul­ti­vari­ate Test­ing capa­bil­i­ties in Adobe Tar­get let mar­keters vary expe­ri­ences and iden­ti­fy which lay­outs, mes­sages, and offers res­onate with dif­fer­ent audiences.

Read the full suc­cess sto­ry here

Watch the BT cus­tomer suc­cess video here

Watch the BT and Adobe Cus­tomer Solu­tions video here

Topics: Digital Transformation, adobe customer solutions, british telecom, BT, customer experience, personalisation, telecommunications, UK, UK Exclusive, Digital EMEA

Products: Campaign