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.”
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.
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.