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Personalizing 31 Million Customer Experiences

Many companies aim to provide personalized digital experiences to their customers, but what does this mean? Some companies view personalization as welcoming a customer by name or using geolocation to know exactly where the customer is standing. For Will Harmer, Senior Manager of Insights and Optimisation at EE, personalization is about driving something much more important yet subtle: consistently providing every customer with information that is relevant to their interests.

EE knows about pleasing customers. It is the largest mobile network in the United Kingdom with more than 31 million customers. In a saturated market, EE is invested in keeping existing customers happy through brilliant service and digital experiences. That’s why Harmer picked Adobe Experience Cloud to optimize its digital properties. Using Adobe Analytics, part of Adobe Analytics Cloud, EE can understand what drives customer behaviors. With this information, EE uses Adobe Target, part of Adobe Marketing Cloud, to test, optimize, and personalize customer experiences.

“Adobe is critical to my team,” says Harmer.

Using Adobe Analytics, EE is identifying customer pain points to optimize digital experiences and create a smoother customer journey. The Adobe Analysis Workspace allows all stakeholders to explore data and visualize analysis for greater insight.

EE soon plans to link Adobe Analytics Premium to its call center data to gain a more rounded view of customer behaviors, both online and offline. If the company can understand which webpages drive calls to the call center, EE can optimize the online experience even further.

With Adobe Target, EE is testing changes to its website for intelligent optimization. For instance, one test found that changing the word “recommended” to “bestseller” on product pages drove higher conversion rates and net promoter score. Adobe Target is also used to personalize the customer journey by targeting different audiences identified in Adobe Analytics with relevant information and offers. By using the integrated Adobe Analytics and Adobe Target solutions, EE can understand what customers want and provide them with superior experiences.

“Colleagues in other insight teams using more traditional BI tools can’t believe how quickly we interrogate 65 million records,” says Harmer. “We get answers back in seconds when they are still writing queries and waiting for five hours for results to return.”

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