Real-Time Personalized Engagement is Now a Reality with Adobe Campaign
New Triggered Journeys capability advances Customer Experience Management (CXM) for marketers
by Kristin Naragon
posted on 06-17-2019
Brands today understand that delivering a best-in-class customer experience and a highly personalized customer journey is a must. Yet for marketers, understanding how to map marketing activities to individuals’ preferences – across all the devices they may use, and in real-time – is not an easy feat.
Achieving this is critical to customer experience management (CXM), and research we’re unveiling today shows organizations that are “very advanced” in CX are over 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 that makes scalable, real-time, personalized engagement at an individual level a reality. Our email and cross channel marketing offering for B2C marketers now has Triggered Journeys – built leveraging Adobe Experience Platform, the industry’s first open platform for CXM – so B2C marketers can now set up messaging that’s initiated and customized by customers’ actions. (Read about our new Experience Platform use cases here.)
With the rich pool of centralized data stored in Experience Platform – such as demographics, transactions and online and physical behaviors – marketers using Adobe Campaign can now 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 individualized 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 company, 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 customer. An event within Adobe Campaign is an activity defined by a brand that’s configured to pick up specific actions. Other events 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 customized 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 can recognize she has arrived before her room is ready. The journey that’s orchestrated invites the guest to store her luggage at the front desk and 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 locations of the earlier recommended activities onsite.
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; 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 normalizes data across the enterprise with Experience Platform to power Real-Time Customer Profiles to deliver cultivated experiences for each customer.
The other key differentiation from other solutions is that Triggered Journeys happen in real-time through activation in Adobe Analytics – an industry-first when it comes to cross-channel customer engagement.
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 organizing 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, personalized 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 personalized 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, a car’s service department may provide a complimentary car wash, knowing a customer may be frustrated that her oil change will take longer than expected.
- Bolster loyalty: Brands can deliver location-based experiences that tap into their own infrastructure combined with Experience Platform. For example, a company can incentivize 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 here about how Triggered Journeys and Adobe Campaign can help you turn every interaction with your customers into an unforgettable experience.
Topics: Digital Transformation, Campaign Management
Products: Campaign, Experience Cloud