Investing in a culture of learning
Swisscom continues to make the most of their Adobe solutions, largely due to their strong mindset around training. As Mériel sees it, “We realized that, for us, most of the value of the solution was untapped. Just having access to the solution wasn't good enough. We needed training to unleash its hidden power. Thanks to Adobe, the gaps and the complexity of the solutions became clearer.”
Working alongside Adobe Digital Learning Services, Swisscom created a learning series to address knowledge gaps. The snackable, two-hour format, called XPRESSO Sessions, creates accessible learning breaks held in both German and Swiss-German. Swisscom team members are encouraged to grab an espresso, or a London Fog, as Mériel prefers, and expand their knowledge around Adobe solutions. About one session, Mériel says, “Adobe Target not just A/B tests, but that’s the easiest feature to understand and set up, so people start there. We realized we needed to go beyond A/B testing, and that's what we did in the XPRESSO Session with Adobe.” For team members looking to extend their understanding, this session explored features like AI and machine learning-based personalization.
Fostering a deeper understanding of Adobe solutions has encouraged Swisscom to break down silos between teams. When one team's savviness with analytics and optimization helped them create a unique digital experience on Swisscom’s website, other teams took notice. The website checkout team wanted to continue Swisscom's data-driven experiences and optimization. Training now ensures teams share knowledge for a seamless customer journey. “Over time, Swisscom has become more embracing of this mindset around data-driven experiences,” says Mériel. "The goal is that everyone should be able to read data, optimize, target, and perform A/B, multivariate testing, and other optimization activities."
Embracing the mindset around data-driven experiences further strengthens Swisscom’s culture of learning. Adobe delivers training sessions aligned with Swisscom’s unique Adobe solution stack. Sessions on Adobe Target explore Target for Experience Fragments, while those for Adobe Experience Manager focus on their instance of AEM 6.4 on premise. Beyond the typical training, Adobe has also delivered specialty sessions on professional services. Where Swisscom looked to understand software development kits for their mobile app, Adobe provided a session addressing their specific consulting knowledge gaps. Together, this training ensures Swisscom’s knowledge aligns with the investment they’ve made in Adobe technology. “The software is always state-of-the-art,” says Mériel. “So if you don't upgrade your knowledge to match it, you're missing out on your full potential and return on investment.”
Since the XPRESSO Sessions started, Swisscom has now completed 20 sessions. They are planning for 20 to 30 more by the end of the year. To keep the momentum, Swisscom has solidified the program into what they call the Triple T Strategy. It focuses on tools, techniques, and topics engaged in new ways to invest in their technology. Working with Adobe, Swisscom continues to inspire learning.
“We've identified the gap between upgrading the software and upgrading people in their know-how, knowledge, and expertise,” says Mériel. “The missing link, the bridge between them, is training.”
Seamless integration creates synergies
With teams equipped with the right knowledge and expertise, Swisscom continues to integrate and innovate their digital platform.
“We started with Adobe Experience Manager and gradually added more Adobe solutions. The high compatibility among the solutions is a key reason why we have decided to continue in this direction,” explains Mériel. “Seamless integration of the Adobe solutions allows employees from different business units to move between areas without any issues and benefit from the synergies without leaving the solution family. There are of course also some challenges, but these exist to be overcome.”
Adobe solutions are now firmly anchored in Swisscom’s digital businesses as an essential part of the company’s digital platform. According to Mériel, Adobe solutions are a vital part of what makes Swisscom competitive.
“The Adobe solutions are our digital Swiss Army knife,” says Mériel. “They have the right tools for every situation to offer our customers the right experience and the solutions complement each other perfectly.”