Speed is key
At The Hive, Adobe Creative Cloud is in constant use. “Removing boundaries helps to speed up the creative process,” says Aditi Kulkarni, Digital UX Manager at Sprint. “We’re using Illustrator, Photoshop, and XD. We’re using XD so people can collaborate, including copywriters, designers… everyone is streamlined. And from a customer experience standpoint, you get that consistent experience.” On mobile, everything is within a thumb’s reach, and on desktop, it’s easy to compare Sprint’s Unlimited Plus and Premium plans.
“Navigation is one of the most important things when it comes to customer experience. It’s findability—making it so that something is there when you need it, but not obtrusive,” says Kulkarni. “The Adobe suite enabled us to increase the conversion rates for a user who starts on the website and completes an order, by 0.17%, which is huge for us.”
Not all customer journeys are so simple. Sprint customers might shop for the latest deals on their mobile device, go into the store to demo the latest technology, then use their laptop to purchase online. They might even select the pick-up-in-store option. The data works both ways. “For example, we use the Adobe data lake to determine at a store level how many of the store’s customers have used the Sprint app within two days of visiting the store,” says Kearney. “Now we can say: ‘Hey, store number 123, your app adoption is a little low. Can you work with your retail agents and sales folks to highlight the benefits of the app?”
“Our retail environment is becoming increasingly digitized,” says Will Fraley, Director of Digital MarTech & Analytics at Sprint. “We offer mobile sales tools in-store, service tools for sales reps, and self-service kiosks. It’s not a case of the customer having to walk up to a register anymore.” Naturally, these new services—a mix of iOS, Android, and web-view technologies—all capture valuable data. “It’s something that we’re passionate about,” adds Fraley. “We have to be relentless in terms of our pursuit of understanding the customer.”