Listening to Customers Helps Amplifon Increase Customer Acquisition by 30%
by Maria Mihajlovic
Posted on 10-19-2018
The sound of birds chirping. A conversation with friends in a crowded restaurant. Mozart on the radio. For people with hearing challenges, these simple pleasures can start to slip away. Hearing aids can bring some of these experiences back and help people lessen the impact of hearing loss on their lives.
As one of the leading providers of electronic hearing aids, Amplifon helps people navigate the complicated—and intensely personal—process of choosing a device. Because hearing loss happens gradually, it can take time for people to accept the problem. They may spend years weighing their options, doing research online, talking with friends and family, and visiting stores. Amplifon needs to be there to support their journey, wherever and whenever they choose to proceed.
Amplifon’s more than 10,000 retail outlets are crucial for connecting with customers and families. But that’s only one piece of the puzzle. The company has expanded its expertise and influence across channels both online and off, from its website and mobile apps to email, direct mail, text, and call center. The company uses Adobe Experience Cloud to bring them all together in a unified experience, so customers benefit from a consistent, reliable presence that can guide them through the often difficult process of choosing a hearing aid.
In one quarter, Amplifon used Adobe Campaign to run 3,000 personalized campaigns, drawing from Adobe Audience Manager to truly understand customers and build trust by honoring their preferences. Compared with past marketing efforts, the campaigns drove twice as many visitors to stores and increased total customer acquisition by 30%. And while marketers used to spend a week creating a campaign, templates in Adobe Campaign have cut that time to just 10 minutes.
Much of that success comes from the customer insights afforded by Adobe Analytics, which helps the company understand who customers are, how they engage through different channels, and what their personal preferences are. Building audience profiles in Adobe Audience Manager helps the company make sure it pushes out consistent content and delivers the right messages to the right people.
Amplifon has also dramatically improved how it delivers digital content on its website and mobile app. Using Adobe Experience Manager, the company can quickly reuse assets and content across its international properties and across channels, providing a more consistent and reassuring experience to customers. As Amplifon continues to listen to what its customers need, the customer journey—from the initial acceptance of the problem to the decision to solve it—will continue to improve.
“We’re trying to manage complex communications across multiple channels and nearly two dozen countries,” says Cristiano Grassini Grimaldi, Global Digital Transformation Director at Amplifon. “Adobe Experience Cloud delivers a single platform that manages any type of communication and allows us to build a strong, personal relationship with our customers.”
Read the case study here
Topics: Digital Transformation, Amplifon, customer journey, personalisation, UK, UK Exclusive, Digital EMEA