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

Products: Analytics