Data, Segmentation, Personalisation – The Power of Three in Customer Experience
Author: Gavin Mee, Vice President Northern EMEA, Adobe
The global mobile population now stands at more than 5 billion unique users. In such a crowded and commoditised market, telco operators often resort to compelling deals to attract new customers, but given how much data they have access to, there is a golden opportunity to differentiate on experience as well as price.
One communications brand grasping that opportunity with both hands is Three UK. For Three, every single day represents hundreds of millions of opportunities to connect with its customer and deliver memorable, personalised experiences. But, with over 10 million customers, treating each one like an individual isn’t easy.
Rather than shying away from the challenge, Three is taking a proactive approach to make its personalisation dreams a reality. With data sitting at the heart of its approach, the company is on a transformation journey that aims to double its customer base and become one of the UK’s best-loved brands by its customers, and it’s using Adobe’s digital experience tools to get there.
More than one in a million
Too often, telecoms customers can feel like just another number in a brand’s database. Three already has the highest net promoter score in the industry at +17 compared with a sector average of ‑6, but to become the best loved brand it recognised it needed to invest in nurturing the relationship, understanding customers as individuals and making them feel even more valued on an ongoing basis. The key, as is so often the case, is to draw down human insights from customer data, and have the right tools and processes to be able to act on them.
For Three, this translates to providing its customers with a seamless, personalised, and targeted journey across its UK website. Prior to partnering with Adobe, Three’s customers – regardless of contract length, type and individual preferences – would see the same content and offers when they logged on to Three.co.uk.
From ‘we’ to ‘me’
Three embarked on one of the first stages of its transformation journey by implementing Adobe Target and Adobe Analytics. The brand used these solutions to segment its data and deliver personalised journeys, as well as targeted experiences for its customers on its website.
For example, where visitors to Three’s website had previously been met with the same, standard pricing regardless of who or where they were, the brand can now show different price plans and offers to new and existing customers based on usage habits and preferences.
And the same goes for the rest of Three’s online content. If I browse Three.co.uk on my iPhone, I won’t just see offers for the latest iPhone, I’ll also see relevant content from Three’s news page and blog. If I want to find out about Three’s 5G services, my geo-location data will mean I land on a page with region-specific language and imagery.
By making use of location data and personalising the experience for visitors, Three has increased traffic to its 5G page by 57%, at a time when 5G is a key battleground for telco operators.
Darran Kolodziej, Digital Insight Manager, Three and Ruphiner Chahal, E‑commerce Execution Consultant, Three presenting at Adobe CXM Space.
As easy as one, two, Three
Intelligent use of data and content can improve the user experience, as well as the customer experience. By analysing conversion data, Three saw that it was losing out on sales because customers were seeing empty baskets. This was due to the products being released back into stock after 30 minutes of inactivity.
After testing different options, Three saw significant improvements to conversion rates when it overlaid a countdown clock to the basket, reminding customers to check-out within 30 minutes before losing the product they wanted to buy. This relatively small change in design and site usability resulted in an impressive 9% increase in sales.
All telco operators are sitting on a goldmine of data and insights, but the challenge lies in how they turn these into meaningful interactions that make customers feel special and make their journey as frictionless as possible. With the right solutions and culture in place, and an ambition to become the best loved brand by its customers as its North Star, Three’s transformation is more than just another technology project. It’s a journey that takes Three from telco operator to experience company and sets the brand up to win hearts and minds, as well as market share.