Personalizing experiences for 22.5 million customers
Digital channels play a growing role in the way that businesses connect with people through email, websites, digital advertisements, and social media. At the same time, customers are increasingly craving a human connection with businesses. They want to be recognized as a unique individual, not just a number in a database.
Sky UK understands the importance of personalized digital engagement in a competitive industry. Sky UK is one of the United Kingdom’s leading brands in telecommunications and digital entertainment. It serves millions of customers through telephone, broadband internet, cable television, and mobile services. Its Sky News and Sky Sports websites are also some of the most visited websites in the UK.
72% of Sky UK customers interact with the company across three or more channels, including phone, in person, and online. To help bolster its cross-channel marketing needs, Sky UK deployed Adobe Experience Cloud for its integrated, top-of-class analytic and personalization tools.
Adobe Analytics and Adobe Audience Manager help Sky UK gain a deeper understanding of customers by monitoring and bringing together real-time customer data from across channels. Adobe Target leverages these customer segments to build personalized customer interactions.
“Adobe Experience Cloud has been a fantastic solution to deliver the seamless, cross-channel experiences that our customers are looking for,” says Rob McLaughlin, Head of Digital Decisioning and Analytics at Sky UK. “But we have 22.5 million very diverse customers. Even trying to divide people by favorite television genre can result in pretty broad segments. We felt like we could be doing more to deliver truly personalized experiences.”