Adobe Campaign Makes Real-Time Personalised Engagement a Reality

Brands today under­stand that deliv­er­ing a best-in-class cus­tomer expe­ri­ence and a high­ly per­son­alised cus­tomer jour­ney is indis­pens­able. Yet for mar­keters, under­stand­ing how to map mar­ket­ing activ­i­ties to indi­vid­u­als’ pref­er­ences – across all devices and in real-time – is not an easy feat.

Achiev­ing this is crit­i­cal to cus­tomer expe­ri­ence man­age­ment (CXM), with research show­ing that organ­i­sa­tions that are “very advanced” in CX are more than 3.5x more like­ly to have exceed­ed their top busi­ness goal than their peers.

Take your cus­tomer on a stand­out journey

Today, we’re announc­ing a new, indus­try-first capa­bil­i­ty in Adobe Cam­paign – our email and cross chan­nel mar­ket­ing offer­ing for B2C mar­keters. It makes scal­able, real-time engage­ment that’s per­son­alised at an indi­vid­ual lev­el a real­i­ty. With Trig­gered Jour­neys – built lever­ag­ing Adobe Expe­ri­ence Plat­form, the industry’s first open plat­form for CXM, B2C mar­keters can now set up mes­sag­ing that’s ini­ti­at­ed and cus­tomised by cus­tomers’ actions (read about our new Expe­ri­ence Plat­form use cas­es here.)

Informed by brands’ rich pool of cen­tralised data stored in Expe­ri­ence Plat­form – such as demo­graph­ics, trans­ac­tions and online and phys­i­cal behav­iors – mar­keters can gran­u­lar­ly tai­lor the mes­sage for each recip­i­ent as insights accu­mu­late. Each indi­vid­ual inter­ac­tion is informed by and con­nect­ed with every oth­er expe­ri­ence before it.

Automa­tion pow­ered by Adobe Sen­sei is a core com­po­nent of Trig­gered Jour­neys to reach cus­tomers in the mass­es. We know too well that man­u­al­ly cre­at­ing indi­vid­u­alised expe­ri­ences is too resource inten­sive and impos­si­ble to achieve in real-time, which is why automa­tion is critical.

Unique jour­neys for every customer

So what do Trig­gered Jour­neys look like? As an “event” occurs indi­cat­ed by a consumer’s inter­ac­tion with a brand, a cross-chan­nel jour­ney com­posed of a series of touch­points – email, push noti­fi­ca­tion, in-app or any oth­er chan­nel crit­i­cal to your busi­ness – is then auto­mat­i­cal­ly trig­gered in real-time to the con­sumer. An event with­in Adobe Cam­paign is an activ­i­ty defined by a brand that’s con­fig­ured to pick up spe­cif­ic actions. Oth­er exam­ples of events that brands can set up include a customer’s change in loy­al­ty sta­tus, engage­ment with cus­tomer sup­port, and weath­er or loca­tion changes.

For exam­ple, a hotel can cre­ate a geofence around its city that trig­gers cus­tomised engage­ment when a guest cross­es that geofence upon land­ing at the air­port. Depend­ing on when the geofence is crossed and the avail­abil­i­ty of clean rooms, Trig­gered Jour­neys recog­nis­es she has arrived before her room is ready. The jour­ney that’s orches­trat­ed invites the guest to store her lug­gage at the front desk, offers rec­om­men­da­tions and details for activ­i­ties to pass the time until check-in based on the weath­er fore­cast and her pref­er­ences – all via push noti­fi­ca­tions. Arriv­ing at the hotel can trig­ger anoth­er real-time inter­ac­tion, send­ing her a map of the prop­er­ty, includ­ing the loca­tions of the ear­li­er rec­om­mend­ed activ­i­ties on-site.

Trig­gered Jour­neys com­ple­ments mar­keters’ cur­rent out­bound pro­grams and allow the brand to go the extra mile for cus­tomers to tru­ly build loy­al­ty. We cre­at­ed Trig­gered Jour­neys with acces­si­bil­i­ty in mind; in oth­er words, it doesn’t require a tech­ni­cal back­ground and is intu­itive and easy to use.

Demys­ti­fy­ing oth­er offer­ings on the market

Trig­gered Jour­neys unique­ly brings togeth­er data from oth­er tools and depart­ments that inter­act with cus­tomers, like cus­tomer ser­vice or prod­uct teams. Unlike lega­cy enter­prise prod­ucts that are noto­ri­ous for their sta­t­ic, siloed cus­tomer data and their inabil­i­ty to ful­ly under­stand cus­tomers, Adobe nor­malis­es data across the enter­prise with Expe­ri­ence Plat­form to pow­er Real-Time Cus­tomer Pro­files to deliv­er cul­ti­vat­ed expe­ri­ences for each customer.

The oth­er key dif­fer­en­ti­a­tion is that Trig­gered Jour­neys hap­pen in real-time through acti­va­tion in Adobe Ana­lyt­ics – an indus­try first when it comes to cross-chan­nel cus­tomer engagement.

Now I’m the first to admit that the use of the phrase “real-time” has become a com­mod­i­ty that’s thrown out by prac­ti­cal­ly every ven­dor. But rest assured when we use this term, we mean it. By col­lect­ing, pro­cess­ing and organ­is­ing tens of mil­lions of events per sec­ond from mul­ti­ple sources, and com­bin­ing it with Adobe Sen­sei, Expe­ri­ence Plat­form enables brands to engage with indi­vid­u­als in a con­tex­tu­al, per­son­alised way across chan­nels, in the most mean­ing­ful moments.

Momen­tum with customers

Over the past few months, sev­er­al cus­tomers have been tri­al­ing Trig­gered Jour­neys in beta to:

• Pow­er in-store inter­ac­tions: Retail­ers can deliv­er real-time per­son­alised expe­ri­ences to shop­pers in brick and mor­tar stores fueled by inven­to­ry, cus­tomer account infor­ma­tion and indi­vid­u­als’ phys­i­cal loca­tions. For exam­ple, noti­fy­ing a shop­per arriv­ing at the mall that a tie is now back in stock.
• Enhance live events: At sport­ing events or con­certs, for exam­ple, brands can engage cus­tomers once they make a pur­chase – pre-event, dur­ing the actu­al event and post-event, such as a dis­count­ed seat upgrade offer when enter­ing the stadium.
• Improve cus­tomer ser­vice: Com­bin­ing ser­vice infor­ma­tion with cus­tomer data to pro­vide a bet­ter expe­ri­ence. For instance, an automaker’s ser­vice depart­ment may pro­vide a com­pli­men­ta­ry car­wash, know­ing a cus­tomer is frus­trat­ed about her car’s sec­ond recall.
• Bol­ster loy­al­ty: Brands can deliv­er loca­tion-based expe­ri­ences that tap into their own infra­struc­ture com­bined with Expe­ri­ence Plat­form. For exam­ple, a com­pa­ny can incen­tivise cus­tomers by gam­i­fy­ing inter­ac­tions tracked by bea­cons, reward­ing and guid­ing them to their next chal­lenge through mobile app channels.

Trig­gered Jour­neys in Adobe Cam­paign is avail­able now. Learn more about Trig­gered Jour­neys here and turn every inter­ac­tion with your cus­tomers into an unfor­get­table experience.