Personalising Customer Experiences through Artificial Intelligence

by Stephanie Krausse

Posted on 08-07-2018

The Swiss tele­com mar­ket is chang­ing fast as dig­i­ti­za­tion takes a hold in the coun­try. With new tech­nolo­gies seem­ing to hit the mar­ket dai­ly, tele­com com­pa­nies rec­og­nize the need to evolve quick­ly and not get left behind by shift­ing cus­tomer trends. Even Swiss­com, the undis­put­ed leader in Swiss telecom­mu­ni­ca­tions, can’t become com­pla­cent in this rapid­ly chang­ing environment.

Swiss­com stands out from the com­pe­ti­tion through a com­bi­na­tion of inno­va­tion and ser­vice. Work­ing with Adobe Expe­ri­ence Cloud solu­tions, includ­ing Adobe Expe­ri­ence Man­ag­er, Adobe Cam­paign, and Adobe Tar­get in Adobe Mar­ket­ing Cloud and Adobe Ana­lyt­ics in Adobe Ana­lyt­ics Cloud, Swiss­com has devel­oped a pow­er­ful plat­form to serve cus­tomers with high­ly tai­lored dig­i­tal experiences.

“Seam­less inte­gra­tion of the Adobe solu­tions allows employ­ees from dif­fer­ent busi­ness units to move between areas with­out any issues and ben­e­fit from the syn­er­gies with­out leav­ing the solu­tion fam­i­ly,” says Nico­las Mériel, Senior Dig­i­tal Strate­gist at Swisscom.

Swiss­comm uses Adobe Expe­ri­ence Man­ag­er as the front-end con­tent man­age­ment sys­tem for its web­site, and eas­i­ly com­mu­ni­cates with Ger­man, French, or Ital­ian, or Eng­lish-speak­ing cus­tomers who may be brows­ing on many dif­fer­ent devices.

Once cus­tomers arrive at the web­site, Ana­lyt­ics tracks impor­tant data, includ­ing num­ber of vis­i­tors, sales, down­loads, and uploads, which can then be lever­aged direct­ly in Tar­get for AB testing.

But to keep up with the fast pace of change, Swiss­com couldn’t rely on man­pow­er alone. With Adobe Sen­sei, Adobe’s arti­fi­cial intel­li­gence and machine learn­ing frame­work, Swiss­com is expand­ing its capac­i­ty to per­son­alise and opti­mise cus­tomer experiences.

“With Adobe Sen­sei enabled capa­bil­i­ties, we’re auto­mat­i­cal­ly improv­ing returns with­out need­ing to man­u­al­ly mon­i­tor and adjust per­for­mance,” says Mériel.

In Tar­get, the Auto-Allo­cate and Auto-Tar­get capa­bil­i­ties pow­ered by Adobe Sen­sei add next gen­er­a­tion test­ing capa­bil­i­ties, allow­ing Swiss­com to improve returns and tar­get audi­ences even while test­ing experiences.

Per­son­alised Rec­om­men­da­tions, anoth­er Adobe Sen­sei capa­bil­i­ty, cre­ates unique cross-sell and upsell oppor­tu­ni­ties and per­son­alis­es expe­ri­ences. The results from the tar­get­ed approach have been extreme­ly strong, with uplifts of up to 500% com­pared to man­u­al approaches.

Unlike man­u­al test­ing and tar­get­ing meth­ods, Adobe Sen­sei auto­mat­i­cal­ly adjusts per­for­mance, becom­ing more effec­tive as time goes on. Mar­keters can spend more time set­ting up tests and brain­storm­ing ways to help customers.

“With Adobe Sen­sei, we’re bring­ing speed, intel­li­gence, and scal­a­bil­i­ty to our dig­i­tal oper­a­tions so that we can cre­ate deep­er lev­els of more mean­ing­ful and more valu­able expe­ri­ence for our cus­tomers,” says Mériel.

Read the Adobe Expe­ri­ence Cloud sto­ry (Eng­lish):

Read the Adobe Expe­ri­ence Cloud sto­ry (Ger­man):

Read the Adobe Sen­sei sto­ry:

Topics: Digital Transformation, adobe Sensei, AI, personalisation, Swisscom, telecommunications, UK, UK Exclusive, Digital EMEA

Products: Experience Manager