A powerful communicator.

BT creates personalised campaigns that strengthen customer relationships by delivering the right information at the right moment.

BT logo

Established

1969

Employees: 106,000  
  London, United Kingdom     
www.bt.com

17%

Higher open rates achieved for targeted email and SMS campaigns

Objectives

Creating personalised, omnichannel customer experiences

Using customer data to improve relevancy of communications

Improving self-service options for customers to reduce demands on the call centre

Results

Delivers personalised, targeted cross-channel experiences for business customers worldwide

Improves decision making using data to identify best channels and offers for different audiences

Achieves 17% higher open rates for targeted email and SMS campaigns

Cuts call centre volumes in half by providing timely, relevant service information


“Adobe Experience Cloud enables us to provide customers with useful communications and move away from just sending out general product information. Instead, we can more directly respond to customer needs.”

 

Gareth Russell Jones
Head of Data and Innovation, BT


Activating insights

An area in which BT saw one of its biggest opportunities for enhancing communication with customers was to use the Adobe Campaign solution within Adobe Marketing Cloud to support its cross-channel engagement strategy, including email, online, direct-mail, and mobile channels, as well as its call centre. By delivering more tailored communications to reflect where customers are in their evaluation process or ongoing use of BT services, the company can improve customer relationships and even reduce service and support costs.

“It’s important for us to know our customers and show that we care about them,” says Gareth Russell Jones, Head of Data and Innovation at BT. “Adobe Experience Cloud solutions enable us to provide customers with useful communications and move away from just sending out general product information. Instead, we can more directly respond to customer needs.”

At the beginning of the company’s B2B sales process, BT leverages Lead Management capabilities within Adobe Campaign to help generate, manage, score, and activate leads. Within pre-sales communications, the company is integrating all of its sales inquiry forms—more than 170—into campaign workflows, helping BT capture customer information, feed customer data into reports, and provide sales teams and executives with insight into success at different phases of the sales cycle.

Automating lead management helps BT always be engaged with its customers. For example, always-on lead generation campaigns for two of its main products—BT Net and Cloud Phone—help BT to target and re-nurture leads, renewing interest in its services. At the same time, lead scoring helps to track what percentage of audiences are engaged and identify additional opportunities for re-engagement.

“Insights generated with Adobe Campaign provide a deeper understanding of where customers are within the sales funnel,” says Jones. “It helps us determine which communications, services, and experiences we should offer next, or where customers are leaving the funnel so we can rethink our strategy.”

Improving service

One common reason why BT customers reach out to the company is for basic service information, such as how to use everyday features or better manage their accounts. By providing customers with more tailored information that addresses their specific questions—and delivering it via today’s popular devices—the company can update customers about important service details, while reducing query calls coming into its call centre.

BT uses targeted email and SMS campaigns to provide customers with quick insights into minor service updates. It also uses email and direct-mail campaigns for more involved communications. These can include links to online content providing specific details about service updates. By providing customers with more timely and relevant information through more proactive communications, BT has reduced its call centre volume by half. At the same time, the company has seen open and click rates on its digital communications increase by 17%.

Adobe Campaign then serves click and engagement information back to BT to record customer activities. This information is valuable not only from a marketing and communications perspective, but it also helps the company maintain compliance.

“One important measure of our impact has been our ability to track when we directly connect with customers,” says Sinead Gilbert, Senior Marketing Manager at BT. “Adobe Campaign records what we’ve sent to customers and if they received it. It also lets us be sure that we include all appropriate customers in any direct-mail campaigns. We know that all of our customers are getting the information that they need.”

Gilbert also noted that the increased visibility has dramatically reduced duplication of effort in reaching out to customers.

Better conversations

In the call centre, service agents use a web-based application built on top of Adobe Campaign to view customers’ recent activities. Agents can see which webpages customers have viewed, what emails customers have recently received, and more, to provide them with a clear understanding of what customers are calling about. As a result, conversations can be much more informed, targeted, and efficient, and average call handling times have decreased.

“The new web application built on Adobe Campaign provides our agents clearer insights into what customers want and helps them focus directly on a customer’s most pressing needs,” says Jones. “This creates much better experiences for customers and reinforces that we are here to help and are committed to their success.”

As customers interact more with BT content, the company learns more about exactly what they want and their preferred devices for accessing information. In turn, the company can further refine communications and personalise experiences to reach customers in the best ways possible.


“We could have implemented Adobe Campaign without Adobe Customer Solutions, but it would have taken at least twice as long and it’s unlikely that we would have achieved the same success as quickly.”

 

Gareth Russell Jones
Head of Data and Innovation, BT


Launch to success

To kick start its success with Adobe Campaign, BT engaged Adobe Customer Solutions to support implementation and training, and to provide ongoing consulting services. The Adobe team shared practical steps and best practices for implementing the platform and delivering campaigns. The Adobe team also supported the integration of Adobe Campaign with the rest of Adobe Experience Cloud.

“We could have implemented Adobe Campaign without Adobe Customer Solutions, but it would have taken at least twice as long and it’s unlikely that we would have achieved the same success as quickly,” says Jones. “Having Adobe working on-site with us felt like a true extension of our team. They were fully invested in our success, openly transferred knowledge, resolved issues, and enhanced our day-to-day processes.”

In addition to standing up the platform, Adobe Customer Solutions spent significant time on-site—helping to create early campaigns, providing training to sales, marketing, and IT teams, and conducting knowledge sharing sessions with campaign developers—creating a solid foundation for collaboration across teams at BT. Through a unified understanding, language, and solution set, teams are now working together more closely and organisational siloes have been eliminated. ”


“Adobe Experience Cloud enables us to create rules about how we engage with different types of customers. We can deliver virtually unlimited variants of an email, so that each communication appeals to the person receiving it.”

 

Sinead Gilbert
Senior Marketing Manager, BT


More personalised service

In addition to using Adobe Analytics, Adobe Audience Manager, and Adobe Campaign, BT uses the Adobe Experience Manager and Adobe Target solutions in Adobe Marketing Cloud to further enhance customer experiences and communications. Integrations between Adobe Experience Manager—the company’s asset and site management platform—and Adobe Campaign enable BT to dynamically personalise creative, layout, and content within an email according to a customer’s profile.

Adobe Experience Cloud enables us to create rules about how we engage with different types of customers,” says Gilbert. “We can deliver virtually unlimited variants of an email, so that each communication appeals to the person receiving it.”

Adobe Target also enables BT marketers to take personalisation one step further. By using AB Testing and Multivariate Testing capabilities, BT can test new experiences for different audiences to determine which layouts, offers, and other approaches most resonate with customers.

“Adobe’s vision for delivering captivating customer experiences aligns so closely with our own that, from adoption to deployment, we can focus all of our energy on business, strategy, and customers,” says McNinch. “We look forward to continuing to elevate what we do across channels using Adobe Experience Cloud as the platform evolves.”

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