Consistency across a complex customer journey
The typical Amplifon customer journey crosses multiple channels. A customer might search for keywords and visit the Amplifon website to book an appointment online. A text reminder will remind them about an upcoming appointment. After taking a test in an Amplifon store, a customer might receive an email or a call from the call centre with a promotional offer designed to get the customer back in the shop to purchase a new hearing aid.
Adobe Experience Cloud solutions help organise all advertisements, promotions and communications in one location to provide a consistent experience across all touchpoints.
Adobe Analytics plays a key role in this digital transformation by helping Amplifon understand who its customers are and how they’re interacting with Amplifon across channels. Analytics looks at campaign IDs attached to banners, emails and other forms of digital advertisements to discover what types of campaigns, copy and landing pages encourage customers to make an in-store appointment.
Adobe Analytics follows customers on the website and mobile app to determine which content customers enjoy or how customers navigate through the website. Looking at results from Adobe Target, Amplifon can test its website and optimise digital experiences.
Adobe Analytics even pulls in off-line triggers through an integration with the retail point of sale system. If a customer walks into a shop to talk with staff or test a hearing aid, staff can make a note of the customer’s information and any products that they viewed, giving marketers and call centre representatives a clear sense of that customer’s preferences.
Adobe Audience Manager, the data management platform within Adobe Advertising Cloud, pulls together all available customer data into a single location to identify and build unique audience profiles. Audience Manager then pushes out audience profiles to all of its channels so that Amplifon can deliver consistent and personalised experiences for different audiences across all touchpoints.
“Our marketers are very excited to have a clear idea of what’s happening across all touchpoints,” says Grimaldi. “Adobe Audience Manager helps us to reinforce relevant messages across touchpoints to encourage greater engagement and conversion from customers.”
Driving more hearing aid tests and purchases
Audience data feeds into Adobe Campaign, part of Adobe Marketing Cloud, to help create multichannel advertising campaigns that connect with customers. The messages sent to customer are personalised so that communications feel specific to each recipient, leading to greater trust and higher conversions.
Adobe Campaign uses templates and reusable building blocks to help marketers create campaigns faster. While Amplifon marketers once spent a week creating each campaign, they now spend 10 minutes. Campaigns also aren’t limited to simple email campaigns. Amplifon marketers can create and manage campaigns sent over SMS, text or direct mail though Adobe Campaign.
“Marketers create campaigns much faster with Adobe Campaign, which allows us to capitalise on trends and get timely campaigns in front of customers faster than the competition,” says Grimaldi. “The accelerated time to market also means that marketers can spend more time building personalised campaigns targeted at specific audiences.”
Amplifon marketers recently created 3,000 campaigns in one quarter, which was a 100% increase over the same period in the previous year. Fortunately, people still weren’t overwhelmed with communications because the campaigns were far more personalised and only delivered to certain audiences. As a result, the campaigns yielded much better results. The more targeted email campaigns encouraged customers to visit a shop at more than twice the previous rate and total customer acquisition increased by more than 30%.
Listening to customer preferences
For many customers, their first major touchpoint is the Amplifon website. By migrating over to Adobe Experience Manager, part of Adobe Marketing Cloud, Amplifon marketers now have a fast, centralised content management system that allows marketers to quickly create specific, personalised landing pages. Logos, images, templates and other content can be stored in Experience Manager Assets and re-used across all international websites, mobile apps and campaigns. Amplifon is in the process of migrating its website, but Experience Manager is already being used to drive content to the mobile app.
Amplifon is continuing to expand the ways that it communicates with customers, including messages over Facebook Messenger, adding a chatbox to the mobile app and bringing digital into shops with informational tablet displays. No matter what the channel, Adobe Experience Cloud will remain an essential way of connecting with customers.
“We’re trying to manage complex communications across multiple channels and nearly two dozen countries over a long sales cycle,” says Grimaldi. “Adobe Experience Cloud delivers a single platform that manages any type of communication and allows us to build a strong, personal relationship with our customers.”