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): https://www.adobe.com/content/dam/acom/en/customer-success/pdfs/swisscom-digtrans-case-study.pdf
Read the Adobe Experience Cloud story (German): https://www.adobe.com/content/dam/acom/de/customer-success/pdfs/swisscom-digtrans-case-study-de.pdf
Read the Adobe Sensei story: https://www.adobe.com/content/dam/acom/en/customer-success/pdfs/swisscom-customer-experiences-case-study.pdf
Topics: Digital Transformation, adobe Sensei, AI, personalisation, Swisscom, telecommunications, UK, UK Exclusive, Digital EMEA
Products: Experience Manager