Dialing up innovation.
Cox Communications sees big gains in digital channel sales with more tailored experiences.
50%
Of sales from digital channels, up from 25%
Objectives
Improve customer acquisition and retention to grow revenue for more services
Strengthen position in competitive broadband, mobile, and entertainment markets
Simplify publishing content and launching new services that improve cross-selling and revenue
Reduce operating costs in price-sensitive industry
Results
Grew digital sales to around 50% of overall sales with enhanced digital presence and clearer, relevant offers
Gained a competitive edge by accelerating time to market for products and promotions by 30%
Improved customer experiences with a 30% increase in site speed
Reassigned over 50% of tech operating resources to tackle new business priorities
From modems to movies and more
U.S. consumers have a lot of choice when it comes to selecting their internet, mobile, and entertainment services providers. Do they choose based on price, technical capabilities, contract terms, service, or all four? What keeps customers from switching internet providers every time they move, or taking advantage of a great offer from their mobile carrier’s competitor?
“It’s not an overstatement to say competition in our industry is fierce,” says Wilson Faure, Digital Content Platform Owner at Cox Communications. “We have to find ways to deliver stand-out experiences and build lasting customer relationships.”
Fortunately, Faure’s focus on customer experience is ingrained in Cox Communications’ culture. As the largest private broadband company in America, Cox Communications operates fiber-powered networks in more than 30 states, creating more moments of real human connection by using technology to improve lives and bring people closer.
Providing customers with direct, hands-on services in stores or through call centers has always been an important part of the company’s strategy. But in an industry built on offering fast access to the latest technologies, digital services are vital, especially as customers seek immediate answers and Cox looks to lower operating costs in the price-sensitive industry.
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.
“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.”
Wilson Faure
Digital Content Platform Owner, Cox Communications
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.
“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 an aggressive launch deadline.”
Wilson Faure
Digital Content Platform Owner, Cox Communications
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.
Benefitting the bottom line
With the ability to do more, Cox is building out its in-house creative team to handle all content for digital channels. Rather than incurring the costs and delays of going multiple rounds with agencies, teams will be able to quickly iterate on creative images and Cox is evaluating using features powered by Adobe Firefly generative AI in Adobe Express and other Adobe creative applications.
These efficiencies are changing what’s possible for Faure and teams across Cox. After moving to Adobe cloud services and taking advantage of centralized administration and easier user management, DevOps reassigned more than 50% of IT management resources to other strategic initiatives. “Our small team now has an even bigger impact,” says Faure.
And those impacts are evident. Account transactions on digital channels rose 22% in a matter of months. New content is created and approved nearly 30% faster. And most importantly, customers enjoy instant access to quality digital experiences as they sign up for services or look for answers to their questions — all without having to call or stop by the retail stores.
“We have to keep innovating customer experiences while keeping our costs in check,” says Faure. “With Adobe, we respond immediately and efficiently to changing customer demands and new business opportunities. In an industry like ours, this agility isn’t just nice to have, it’s essential.”
Expand your knowledge
Learn more about Cox Communications' migration to Adobe Experience Manager as a Cloud Service in Wilson Faure's Summit 2024 session: Skill Exchange: Strategies and Practical Insights for Cloud Migration.
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