Currently, KDDI is using Adobe Campaign according to the workflow shown in the figure above.
Information such as attribute information, behaviour information and customer feelings obtained during mobile app usage or in-store visits is combined into one database. KDDI analyses this information using machine learning and AI to obtain various recommendations based on customer interests and concerns. KDDI designs customer experiences using this analysis and carries out experiences using Adobe Campaign. Adobe Campaign automatically sends personalised communications based on the design.
“In our previous marketing automation platform, if there was no reaction from customers over one touchpoint, we had to manually design a new experience from scratch in order to communicate through another touchpoint,” says Mr Yagisawa. “Now if we don’t get a reaction, Adobe Campaign automatically recommends trying another touchpoint, allowing us to easily implement campaigns that cross multiple touchpoints.”
KDDI is particularly focused on designing campaigns that emphasise behaviours, feelings and reactions.
“Reactions that can only be obtained in-person through the in-store touchpoint play a big role in improving the accuracy of campaigns,” says Ms. Murata. “For example, even if a customer declines a recommendation, the next action can change dramatically based on whether the customer showed no interest or possibly had interest but no time. With Adobe Campaign, we can create customer experiences that make full use of online and off-line information, from app usage to reactions in store."
Furthermore, Adobe Campaign is very easy to use and employees can become skilled with little training. Many people have already mastered it, with all departments — from the customer service department to the mobile app team — using Adobe Campaign to plan their own experiences. Not only is Adobe Campaign easy to use, but by taking advantage of automation, KDDI can half the number of hours needed for certain tasks, leading to a 30% reduction per month in hours needed for campaigns.
With fine-tuned personalised communications, KDDI improved the conversion rate for service subscriptions by 5.7 times in one campaign. “By making predictions based on customer behaviour and making recommendations at just the right time, we greatly improved the conversion rate,” says Yagisawa. “It was a big difference from the times when all we could do was make the same recommendation to all customers not using the service.”