Personalization with purpose: How EY is using Adobe Experience Platform to drive deeper engagements with clients
by Lee Edwards
posted on 04-22-2021
As one of the most recognizable names in global business, EY is renowned for business practices revolving around the most progressive working cultures and innovative use of technology. As one of the “big four” professional services organizations, its member firms provide assurance, tax, strategy and transactions and consulting services to the world’s biggest companies, and there are nearly 300,000 EY people in 700 offices around the globe.
Like for many organizations, the COVID-19 pandemic served to accelerate a journey that EY was already on: the modernization and re-imagining of digital experiences for a diverse client base. EY Consulting has also continued to elevate global e‑commerce, digital and cloud capabilities. As businesses continue to tackle large-scale transformation initiatives, EY offers clients the unique ability to build engaging, technology-enabled marketing solutions focused on data-driven, personalized customer experiences.
For an organization whose teams are used to getting ‘hands on’ with its clients and their businesses, the challenges of the pandemic and shifting to working with clients remotely only acted to thrust the need for relevant and authentic digital innovation into even sharper context.
EY wasted no time in adapting to a business environment now dominated by experience-driven customers. Following a robust proof of concept with EY Technology Consulting, EY has chosen Adobe Experience Platform (AEP) to build a next-generation client data platform. AEP will enable EY member firms to engage with each customer or prospect in the most appropriate way, tailored according to their previous interactions with the client and/or their response to marketing initiatives.
Personalized experiences, every step of the way
Like many global client-based organizations, one of the biggest challenges for EY is unifying data across complex, siloed systems. Using AEP, EY teams will be able to bring together data from multiple disparate sources to gain a single view of its audiences to interact with them in a more personalized, relevant way and based on their preferences.
What’s more, the link between marketing and sales was very resource-heavy, relying on individuals and teams collating and sharing relevant insights with their counterparts on an ad hoc basis. With AEP, EY sales and marketing teams will have better visibility of audience interactions leading to more efficient, effective and relevant communications.
Connecting teams with shared customer insights
As a leading B2B brand, EY recognizes that true and authentic personalization isn’t always easy to achieve, especially when speaking with existing and prospective clients across multiple channels. This becomes even more pertinent in the world of B2B marketing, where opportunities can take longer to convert.
With Adobe Experience Platform and the existing Adobe Experience Cloud stack, EY’s teams can see where each client or prospect is on their EY journey, on both an individual and account level, and can nurture them through the B2B sales cycle in the most appropriate way.
And it’s not just the EY marketing teams that benefit – it works both ways. Using AEP, EY sales teams can see clearly which audience segments have provided marketing consent, or engaged with marketing content, such as webinars. This seamless flow of information between the two teams will transform how these teams interact, support each other, and work together.
An impressive reputation, rightfully earned
EY is constantly looking for new ways to improve the experience they deliver to clients and prospects in the digital-first era we now find ourselves in.
To learn more about how EY is using Adobe Experience Platform to unify customer data, tune into their Adobe SUMMIT session, ‘Finally! Unified B2B Customer Data I Can Trust’ airing on April 27th and 28th.
Topics: Customer Stories, Digital Transformation, Leadership, Experience Cloud, UK
Products: Experience Platform