[Music] [Sylvia Lam] Hello, everyone. Thanks for joining and welcome to our session today. So in today's session we're going to talk about how we at AMP transformed our marketing technology stack last year in 2024 to create impactful cross-channel customer journeys using Adobe Journey Optimizer, AJO. I'm Sylvia Lam, Communications Delivery Manager at AMP, and I'm joined here by Bonnie Thorn, our Head of Digital and Customer.
So in this session, we want to share with you how we transformed our MarTech stack, how we built it in AEP, which is Adobe Experience Platform, to get to where we're at today and how we're using AJO, Journey Optimizer to enable that. So how we unified our customer data to drive personalization at scale. So the one-to-one personalization rather than the one-to-many. How we're using AJO, Journey Optimizer, to create highly personalized and seamless customer experiences by using the features within AJO so their dynamic content, their fragments, reusable audiences, and lastly, how trust and compliance is essentially the core of everything we do, how it underpins our data-driven marketing communications, and how to get it right from the very beginning. But first, let me introduce you to Bonnie Thorn, our Head of Digital and Customer at AMP.
[Bonnie Thorn] AMP Limited is one of the leading financial services brands across Australia and New Zealand. We provide banking, superannuation and retirement solutions for the past 175 years. As you can imagine, as a business that's been around for 175 years, we have many different data centers, platforms, CRMs, policy systems, data lakes and applications we need to aggregate to deliver personalized omni-channel experiences across our customer channels via EDMS, our secure portals, apps, and digital media. For more than 12 months, we've been on our digital transformation journey, consolidating our data, reviewing our applications, our systems, and designing new experiences across our MarTech stack. We've implemented AEP, which is AJO, the CDP, and CGA. And we've redesigned our website so we can create personalization experiences. So Sylvia will talk more about how we are using data and AJO to deliver on the personalized experiences at scale.
Thanks, Bonnie. So now before we get into our transformation story and to give you some background and talk about the challenges we face while we're using our previous technology stack, and they might sound quite familiar to you too. So there were three core challenges we faced. We had disconnected data silos. So for our legacy systems we had, we had many separate systems that weren't simply talking to each other. So it made it tricky to get a full view of our customers, their behaviors, trends, especially the online and offline data. They were completely separate. We had also manual campaign management. So in our previous technology system, our communications team just couldn't quite trigger a multi-step customer experiences within the same journeys in an automated way. So it made scaling our campaigns quite tricky and very time consuming. They're pretty much custom built each time and for each campaign, so we just haven't evolved with the rest of the industry. The industry was moving towards real-time personalization and our technology just wasn't quite there yet. And lastly, compliance complexity. So our old system didn't give us flexibility. We were managing consent in one place and then we were delivering communications in another. So for us, strictly following the Australian's privacy laws is vital, and we needed a tech stack to ensure we are always compliant. So to give you a clearer picture, our disconnected data silos meant our marketing team often struggled to create tailored experiences for our customers. So if a customer interacted with us online, that data didn't seamlessly integrate with offline interactions, so making it quite tricky to provide a consistent journey. And then the manual campaign management component, we relied on outdated processes and there were coding that slowed us down. So sometimes requiring extensive manual input, which meant missed opportunities and limited scalability. So examples where we were manually updating lists, sending batch emails, and tracking results separately, which was all very time consuming. So it was pretty clear we needed to overhaul our approach and build a centralized marketing technology stack.
So with that, what was our goal and where do we want to be? So to put it simply, "We wanted to unify our marketing data to drive customer and commercial growth through personalization enabled by one central MarTech platform that can really deliver our customers the best-in-class customer communication experiences." So achieving this meant rethinking our entire approach. We needed a system that would unify our data, streamline our marketing operations, whilst also maintaining strict compliance standards.
So how did our transformation journey kick off? Well, we started from scratch. We set up a brand new data ecosystem. We consolidate all our data from the various systems we had into Adobe Experience Platform, which is AEP, enabling us to create a 360-degree view, including real-time streaming data, offline data, customer consent and preferences, connecting all our communication channels all into one, which gave us a brand new ecosystem on one single platform to work with.
And that really allowed us to build integrations within our communication channels so we could track respond to our customer behaviors and deliver tailored experiences and offers instantly. We chose Adobe Journey Optimizer, AJO, to orchestrate these one-to-one personalization and multi-step customer journeys and customer engagement with tailored offers and digital experiences. But the main focus of our transformation journey was the cross team collaboration, so really bringing many teams and individuals across the company. So from marketing, technology, digital, compliance, our data teams, we even had teams externally coming in together, building and transferring knowledge.
All to be aligned on the same page, talking, collaborating with the same shared goal. So one of the key lessons I would share on what we learned during the transformation process was really the importance of education and awareness. The teams involved were experienced with similar platforms like this. However, transitioning to AEP and AJO still required extensive training, so we had more than 100 education sessions, many face-to-face training, and a number of formal training sessions to align everyone on the new system. We even set up workshops, live demos, hands-on training using Adobe Experience League, and even had the amazing Australian Adobe team come out to see us to really set us up for success, to ensure our teams knew how to navigate the new system so we can adapt quickly and move fast.
So here you can see, if we take a closer look at this slide, how unifying our data changed the way we're now communicating with this platform. So centralizing both online and offline data, we're able to power marketing activities in a way we couldn't before due to the old tech limitations. So instead of fragmented data, we now have a single customer view allowing us to have tailored conversations with our customers individually. Our online data also now gives us the ability to do prospect nurturing. Again, this capability just wasn't there before.
So it's been built in a way to accommodate all our customer channels. So they include our social media, our paid media, our website, email, SMS, mobile, in-app, and even our secure customer portal to really help us become targeted with our communications.
This has really helped and enhanced our campaigns, becoming more pointy, relevant, and timely, and really impactful. So with the help of Real-Time CDP, which is the Customer Data Platform, which houses our prospects and customers data, we're able to go through AJO and connect to the relevant channels of choice. So it really now has the capability to opening the doors to choose the right conversation with our customers at the right time.
And then here you can see with a single MarTech platform in place, the marketing view we have is now we can see the entire customer journey. So from the very beginning, the first interaction where the customer starts as a prospect all the way through to conversion and staying as a loyal long-term customer. So when a potential customer first interacts with us, so whether that's through our website or social media, we can now capture that data point and behavior and start building a profile from that. And then as they continue their journey within AMP, engaging with our content or showing interest in our services across our different portfolios, AJO has the capability to target them and deliver them one-to-one personalization and to really keep them engaged. So once they do convert, we don't stop there. We then have the ability to nurture them and provide relevant content, ensuring they stay informed and really building the awareness and further educating them so they stay connected with us. And lastly, to retain them as a long-term loyal customer, we can use automated nudges and our proactive engagement strategies, offering them exclusive offers based on their behaviors and communication preferences. But that's not all. We now have the capability to see existing customers looking for something else. So such as when existing home loan customer is looking around our website to open a savings account, we can actually see that. And this is thanks to the unified profile capabilities.
So this holistic view means we're no longer working in silos like how we were previously. Every team, marketing, digital, customer service, we're all now working together, allowing us to provide seamless, consistent and tailored messages to our customers at every stage of the journey.
And so with any new built ecosystem governance framework is vital and it's no different with us. So with our newly built ecosystem, Adobe has a tooling to bring our governance framework together and enhance it further. So here at AMP, trust and compliance is at the core and center of everything we do. We've already had a strict policy in place, but now we can actually have the policy in the technology system and it's all unified. The privacy policy along with our customers are all within the journeys. The process and technology are now no longer separate. We're able to continue to evolve our processes, and the governance in the technology become more seamless. We will continue to handle our customer data responsibly and continue being transparent with our data management. We have clear data usage policies in place so customers always know how their data is being used, and they have full control over opting in or opting out of the communications.
And we now have the capability to have multiple options for the customer to let us know what the communications preferences are. So whether that's through an AEM web form or one click to opt-out, we're able to capture it in one tool, thanks to Adobe. And throughout the customer journey, we've included consent aware personalization. So what that means is our campaigns respect individual preferences and only deliver messages to those who have opted in. We've also created multi-channels for customers feedback, giving them the power to update their preferences whenever they choose, so really giving greater flexibility and power to our customers. And lastly, we ensure that all our marketing activities meet regulatory requirements. So ultimately, our approach to compliance isn't just about risk management, it's about data security, ensuring data is protected, and we're always respecting our customers data and communication preferences at all times.
So now that the foundations have been built, we can confidently say the impact has been real and has transformed how we engage with our customers. We now have consolidated data across AMP. We're able to start building personalized and even complex cross journeys through multiple channels, through AJO, to deliver consistent messages to our customers and have the end-to-end campaign attribution in the same system. We're able to implement real-time triggers and nudges and making campaigns more efficient and scalable.
So within AJO, how are we using it? So some of the key highlights. We're able to use our Next-Best Interactions, NBI, or Next-Best Conversations. As some of you might know it as. An in-app communication in our campaign, which integrates real-time decisioning, the capability to seamlessly follow-up from the email communications in our in-app has been a great success, and the tailored email content templates that have dynamic content blocks and fragments, it has really help bring our one-to-one personalization to life. It is no longer a one-size-fits-all approach. And the multi-step customer journeys, we're able to design complex journeys where we're able to see all touch points in one view. It really has the ability to choose channels and the triggers for the right customer based on the data segmentation using Audience Builder and the reusable audience, that's a feature in AJO. So this has really shifted us to move away from mass marketing to a more targeted approach, where every touch-point and customer contact counts.
And the results and benefits we've seen has been super positive. We're able to develop timely, relevant conversations with our customers across all touch-points and channels. The integration with cross-channel experiences have been seamless. We're able to add various communication channels into one single journey, which includes email, SMS to NBIs. The customer can receive all of these communications in a staggered approach, where it's distributed in a way where we're not blasting them in one go, but it's carefully curated and crafted. We're being mindful how we're interrupting the day or experience in our ecosystem. The email templates and the reusable fragments are super flexible and easy to configure. It includes the advanced audience targeting and personalization within them.
They are all housed in our centralized asset management, which is a great tool where we can give access to several teams, such as our brand and content team to update and always keep us aligned across our brand guidelines such as our disclaimers, the headers and footers, and logos, to name a few. We no longer have to send large emails with imagery or files across in an email format, as it's now conveniently all located and centrally housed in one portal. So this means we can now launch campaigns faster and truly maximizing our marketing team efforts.
But one of the biggest benefits of having a single MarTech platform is the speed and efficiency we've gained compared to our old technology. So you can see here in the build time for our journeys, email templates, and then our next-best interactions, they're significantly faster now than in the past. So before when we used our previous systems, building a campaign took weeks, sometimes even months, depending on the complexity. There were times where we would manually pull data, create lists, manage each touch-point separately. This really slowed us down and limited our ability to be agile. But now with AJO and AEP, we can launch campaigns in the shorter time frames. Our build time has significantly decreased because everything is centralized, automated, and streamlined. The go-to market speed in previous times, by the time we got a campaign ready, the customer behavior or the market conditions may have changed, but now we can respond in real-time with personalized messaging, ensuring we always stay relevant.
And lastly, it's all about personalization and less effort. We can easily setup multi-step journeys with real-time triggers, adjusting content based on our customer behavior. This means better experiences for our customers and increased efficiency for our teams. So we can test and optimize campaigns much faster than before. And it really helps us deliver the right message to our customers at the right time.
And here's a use case I would like to share, as it's one of the first automated campaigns we went live with, our home loan retention program. The goal was to reduce home loan attrition by proactively engaging our customers who were identified as at risk, based on our internal data model. This journey was complex and leveraged multiple channels to create a seamless experience for our customers. So our in-house data model continuously analyze customer behaviors to identify those who are at risk of leaving. And so from that, we then created automated journeys that were triggered based on the customer's actions, ensuring engagement was timely and relevant. The customers will then receive the communications based on their preferred channels. So whether that was email, SMS or NBIs. And this really has helped as we saw an uplift in engagement with us.
We also integrated proactive outbound calls, POC, into the journey which allowed our core sensor team to directly reach out with personalized retention offers. And then based on the call outcomes, we can then further personalize the follow-up messages, sending targeted offers, and thank you messages to maintain the relationship with our customers. This multi-step approach has really helped each customer receive a retention experience tailored to their needs, increasing the likelihood of keeping them engaged, and staying with us.
And the results we saw from this use case was super positive. The multi-step channel journey we created in AJO really allowed us to include personalized messages and multiple touch-points. So the emails, SMS, NBIs, and proactive outbound calls all contained within that one journey. We then saw 21% increase in our click-through rates, which was a massive uplift. And then the personalized offers were delivered at the right time. So seeing an uplift of customers interacting with us through click-throughs or calling our retention team, and the real-time NBI offerings were based on the customer preferences, which meant these customers wanted to interact with us through our NBIs. So this was a huge win for us, and it showed the power of leveraging AEP and AJO together.
So the key takeaways from our journey are unifying data at scale gives you a 360-degree customer view. Personalization helps connect with customers effectively, so the one-to-one rather than the one-to-many makes communication effective and drives business growth and success. And lastly, trust and compliance are essential for long-term success for all marketing activities. So thank you so much for watching and I really hope this presentation helps you with your own marketing transformation journey.
Thank you. [Music]
