From past to future
To help transition from legacy systems to Adobe Experience Cloud, including Adobe Campaign, Royal London accelerated its implementation by working with Adobe Customer Solutions. With a digital project team of 15 members at Royal London, Adobe Customer Solutions helped to get the new platform to market within 12 weeks without disrupting services.
The Adobe team provided guidance on best practices and hands-on support while the company ramped up staffing and built skillsets internally. Adobe Digital Learning Services also provided training on Adobe Campaign to the staff at Royal London to help the company learn how to build personalised campaigns. This enabled Royal London to establish a stable, agile platform for long-term success that could also address today’s customer needs and seasonal trends. Adobe Customer Solutions also helped establish the foundation for the company’s internship programme.
“Adobe Customer Solutions simplified our adoption and showed us different ways to use the technology and improve our agility,” says Solanki. “We were also able to organise and benefit from our data faster—including data from integrations with Microsoft Dynamics.”
Using Adobe Campaign, Royal London connects its advertising, CRM, email, direct mail, call centre, online and mobile app data to develop a comprehensive omnichannel view of customer journeys. The platform also enables Royal London to predict what clients will want and do next as they mature financially, helping the company to personalise interactions and further earn customer trust by focusing on their unique needs throughout their lifecycle with Royal London.
Royal London is working hard to make sure information learnt about a customer through one channel is used effectively across all interactions with the company. If a client sees a television ad and subsequently visits the company’s promotional site with a unique URL, Royal London can track the lead to the advertisement.
Then, as individuals click through pages and complete quote requests, the company learns about what a customer is most interested in and can provide them with more information about those services. These interactions may include re-engagement emails if a prospect abandons a quote, targeted landing pages when a prospect returns, sending product information via mail and more—all personalised to a prospective customer’s financial interests.
The more targeted campaigns and emails have achieved exactly what Royal London marketers set out to do—and more. Targeted abandonment emails achieved up to 60% open rates and 13% click through rates. Revenues for this and similar campaigns have also exceeded initial goals by more than 58%. ”