Your Title: Senior Marketing Technology Consultant, Chapman Bright BV
Describe your company, the customer experience and business challenge(s) you set out to solve with Adobe Experience Cloud products, and how long your company/organization has been using Adobe Experience Cloud products.
DHL Express is part of DPDHL, the most international company in the world. The company serves customers from large multinationals to SME businesses and consumers in more than 200 countries and territories. Marketing activities are run mostly by local and regional teams, with the support of a compact global team. Four years ago, they decided to leverage Marketo to help bring lead generation and customer intimacy to a higher level. With the complexity of the organization, it took two separate Marketo instances to accommodate all countries in the platform. With the platform now fully organized, the onboarding of countries is moving along at top speed.
Describe how you have integrated and used multiple Adobe Experience Cloud products to solve these challenges to improve and personalize the customer experience/journey. Please provide information that will be helpful in understanding your integration (e.g. architecture diagram, step by step process integration flow, etc.).
The first challenge was to accommodate both local / regional processes ánd global ones in the platform set up with two instances. A custom CRM integration manages the flow of customer data into Marketo and new leads flowing to CRM, ensuring each record ends up in the correct place in each of the two platforms. In order for new leads being generated by the global website dhl.com/discover, each form on this site is accompanied by a second, hidden form. This way, each lead is sent to both Marketo instances and then assessed in Marketo whether it should be processed or discarded.
A second challenge we are now taking on is to implement Dynamic Chat, opening up ways to personalize web sessions and generate new names in a completely new and automated way. The first pilot will be run with several countries running local websites, where the focus will be on creating a library of dialogues that can be used across countries.
Based on your successful use and integration of multiple Adobe Experience Cloud products, describe how it has transformed the customer experience/journey, and the value, business impact, and results your company/organization has realized. Please cite both qualitative and quantitative results as applicable.
Where Marketing efforts at local, regional and global level were previously managed independently from each other, there is now a far more coordinated effort. New names generated by cross-country initiatives are allocated to the correct country database immediately, making them available to the local Marketing teams for nurturing as well. Optimizing lead gen processes has led to higher conversion rates, whilst the parallel development of great new initiatives by different countries is driving a central library of best practice programs, spanning the entire customer onboarding and life cycle. For leads and customers alike, this makes for a far more frictionless process of onboarding, with messaging tailored to the progression stage and current needs for each individual.
The addition of Dynamic Chat to the toolset will further drive the personalized experience of leads and customers, by providing them tailored assistance while navigating to the sometime complex information about international shipping.
Please note the second platform is Dynamic Chat (not Sensei), but this is missing from the selection options.