Not business as usual
No stranger to navigating marketing and sales challenges, Faure worked for years in technology consulting. Today, he brings his creativity and passion for innovation to digital transformation at Cox. “One of the reasons I love my current role is my team,” he says. “Their level of commitment and willingness to challenge the status quo is second to none.”
He first led Cox’s on-premises implementation of Adobe Experience Manager Sites in 2015, which replaced a complicated legacy content management system (CMS) that lacked the ability to scale. At the time, customers completed just 25% of all sales online. While early returns proved promising, the small, talented DevOps team knew more could be done.
The goal was to provide even more dynamic, tailored customer experiences. This meant enabling marketing teams to quickly craft and deliver content about the latest products and promotions. “Even minor delays in letting customers know about new product features and pricing benefit our competitors,” says Faure. “We need integrated tools to personalize customer experiences as fast as possible.”
Evolving its Adobe footprint, Faure partnered with Adobe Professional Services to migrate to Experience Manager as a Cloud Service. The move to a single, cloud-native CMS supported the company as it looked to cost-effectively align residential and commercial business strategies, introduce critical lines of business including mobile products, and grow overall revenue.
The value of personalization
Today around 600 Cox employees use Adobe Experience Cloud products — including Adobe Experience Manager Sites, Experience Manager Assets, Analytics, Target, and Campaign — to create digital customer experiences that drive up to 50% of sales through digital channels. This is up from 25% from when Faure and his team started the transformation. A unified design system and reusable content let digital marketers deliver experiences with consistent information and visuals that enhance the Cox brand. And because the site automatically scales based on traffic, customers experience the same great site performance even during the busiest times.
“With Experience Manager Sites as a Cloud Service, we deliver a lot more tailored offers on a site with at least 30% faster page loads,” says Faure. “The high-performing site not only conveys the value of our connectivity and entertainment services, it’s also a reflection of our brand and our promise to deliver stand-out experiences.”
Integration across Adobe tools accelerates content time to market. Cox can go live in a matter of minutes with new mobile devices launches, TV plans, pricing, time-sensitive specials for broadband, and other offers. Promotions can launch anytime of the day, without disrupting business on websites. “We can build offers for cross-selling and bundles, test customer response, and shift gears quickly to keep increasing sales,” adds Faure.
With technology advances, opportunities for the team to personalize content are virtually limitless. With pilot projects underway to use generative AI with Adobe Express and Experience Manager Assets, Cox is looking to further accelerate creating tailored content to satisfy customer demand, and more personalized experiences. For instance, families, couples, or individuals visiting a website or receiving an email may see different promotional images tailored to their lifestyles that make them feel more connected to the brand.
Agility of a startup
When the time came to launch the Cox Mobile service, Faure and his team again looked to Adobe. Rather than spending time developing asset renditions from over 60 gigabytes of high-resolution product images, the team let Experience Manager Assets do the work for them. Using the Dynamic Media capability, the product images displayed quickly and accurately for all customers.
The smooth, fast load times made it easy for shoppers to scroll through images of each phone from every angle and view color options for each phone model — clicking a color swatch to instantly see the product change color.
“Cox Mobile was a major strategic launch for the company. The ability to automatically adapt content for different devices and bandwidths saved us at least two months and helped us meet the aggressive launch deadline,” Faure says.
