Telecommunications industry business challenge
Before implementing this blueprint the telecommunications company’s “add a new line” email campaigns relied on whether the user had converted and only checked for this after a seven-day waiting period. Once these criteria were met any additional touch-points were initiated.
This limitation had to be solved in order to initiate a timelier follow-up to users wished wanted to add a line earlier than the current state 7-day waiting period.
Adobe approach
- Adobe Analytics data to identify users who failed to convert to add a new line are included as a data source for use by Adobe Journey Optimizer.
- Adobe Journey Optimizer uses a rule to time when customer’s receive a customized “abandon” message designed to encourage a customer to convert by adding a new line to their account.
Business value delivered
Goals |
Tactics |
Value Unlocked |
Drive higher campaign conversion rates Grow annual account revenues |
- Create a new segment in near real time for users who have shown an interest in adding a line but not yet converted.
- Drive follow-up for unconverted customers with a second touchpoint for interested non-converters.
- Use a testing strategy to measure journey performance & optimize for conversion through email.
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- High Quality, Relevant Experiences: With journey orchestration in place customers experience more relevant messaging which reduces email list churn.
- Journey Orchestration at Scale:A personalized and timelier journey can be created to drive an increase in conversions and total revenue.
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Primary blueprint: Audience and activation with Experience Cloud applications
Description
- Execute triggered and streaming messaging using Adobe Experience Platform as a central hub for streaming data, customer profiles and segmentation, with Journey Orchestration for streaming journey orchestration and message delivery
Experience Cloud applications
Blueprint architecture
