Contests

Company Name: Deloitte

Company URL: https://www.linkedin.com/company/deloitte/

Your Name: Jyoti Yadav

Your Title:Senior Consultant

Describe your company : 

We work as a consultant to an e-commerce fashion Clothing brand. Brand focus on best online and in-store user experiences for the customer. It continues to improve digitalisation strategy and launching many new program for conversion of store customers to digital platform.

Business challenge(s) : 

Our client has multiple, disparate customer data sources​ and needs to blend digital and in-person experiences. They wanted to improve the personalisation at scale, to show our customers that we acknowledge their uniqueness and tailor our marketing to fit their exact needs.

Solution Provided using Adobe Experience Products:

We are already using Adobe Campaign for marketing communication and Adobe Experience Platform for Profile Stitching. We suggested to improve our personalisation approach, we should use Adobe Journey Optimiser to deliver right offer at the right time to the right channel. Below diagram explains what we will be able to achieve:

AJO was best suited solution as it provides:

• Real-time Customer Insights and Engagement 
• Omni-channel Orchestration and Execution
• Intelligent Decisioning and Personalization

How we did it:

Architecture Design:

There are 3 steps involved:

1) Building data   2) Building Content    3) Setting up Customer Journey

Step 1: Collected customer data, across all channels are fed into Adobe Experience Platform. Based on customer interaction over different devices or sources, customer profile is linked to all the systems. Over time, Real time customer profiles are built.

Step 2: Create segments to target in Real-time Customer Data Platform. Create both types of segments, one focussing on customer behaviour (past interactions) and another focussing to provide personalised user experience (present & future actions).

Step 3: Orchestrate personalisation across all channels and show journeys.

There are various touchpoint in a customer journey like Acquisition, Cross-Sell/Up-Sell, Abandon Cart, Membership plan, Engagement, Re-engagement, Renewal.

The first step towards any personalisation at scale is unveiling the customer journey. If you want to personalise your visitors’ path towards subscribing to, buying from, staying with, and advocating for your brand, you should clearly investigate the path so that you can personalise it.

We always answer 5W 1H before starting with the design of a customer journey.

Let’s understand in detail by considering an example, the ‘Website Registration Journey’ for an offline customer.

Remember customer can exit at any point in journey based on their action.

Example Scenario: Customer purchased a product from store and had opted-in to receive communications and signed to become member of the brand. This interaction of customer with brand has enabled a customer journey at different touchpoint. The action items which are triggered when store member filled out the landing page with customer email address and consent for marketing communications:

1. Customer receives two emails - a welcome email with link to ‘Register at brand website’ and an email regarding the ‘purchase receipt’.
2. Next step in AJO is to ‘Create a customer journey’.
3. Create a segment to fetch eligible customers – ‘Customers who had received welcome email after purchase from store’. Wait for a day for customer to take an action (i.e., register at website).
4. Check if customer has registered? If registered, then send them a ‘Similar Product Recommendation’ email, sharing reward point balance details. Journey ends here for qualifying customer.
5. If not registered, ‘Send Reminder Mail to Register and receive 5% off on first purchase after login’.
6. Wait for customer action: Email open. If customer opens the email and registers, then send them a ‘Similar Product Recommendation’ and reward point balance mail. Qualifying customers exist here.
7. If customer opens the email and does not register, then send a SMS with bitly URL to register. Journey ends for the customer.

In AJO, Above customer journey Design is shown below:

What are the results:

Qualitative:

1. It helped in building personalised customer experiences based on Usage & Purchase Behaviours.
2. Customer survey says, “they see themselves when they interact with the brand”.

 Quantitative:

1. Providing the right content and offers, in the right channel at the right time.​
2. Brand is now able to know customer in real time.
3. Every journey is now dictated by customer.
4. Managing assets in 1 location for consistent experiences.