Adobe Campaign Makes Real-Time Personalised Engagement a Reality
by Kristin Naragon, Director of Email Solutions
Posted on 06-17-2019
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.
Topics: Digital Transformation, Customer Experience Management, UK, UK Exclusive, Digital EMEA
Products: Experience Platform