Com­cast under­stood how impor­tant their online chan­nel was going to be to the over­all suc­cess of the busi­ness. They wanted to help ensure they were devel­op­ing pos­i­tive online inter­ac­tions that build strong cus­tomer rela­tion­ships, enhance ser­vice, and drive rev­enue. The com­pany also wanted to help relieve pres­sure on its call cen­ter and improve over­all cus­tomer expe­ri­ences by offer­ing online self-service oppor­tu­ni­ties to cus­tomers, such as bill pay, ser­vice requests, and ser­vice related FAQs. Com­cast lever­ages the Adobe Dig­i­tal Mar­ket­ing Suite to gain a more com­plete pic­ture of online and offline user interactions.

With the Adobe Dig­i­tal Mar­ket­ing Suite, we can quickly inte­grate each solu­tion to develop a com­pre­hen­sive pic­ture of what cus­tomers are doing, where they are com­ing from, and what offline activ­i­ties are tak­ing place—including ser­vice con­nec­tions and calls to our call cen­ter,” said Ashish Bra­ganza, man­ager of dig­i­tal ana­lyt­ics and opti­miza­tion at Comcast.

Com­cast use the data col­lected through the Adobe Dig­i­tal Mar­ket­ing Suite to bet­ter under­stand how Com­cast cus­tomers were con­sum­ing web­site con­tent and where they were falling out of the con­ver­sion fun­nel. With the data, Com­cast could then iden­tify where fur­ther opti­miza­tion and new offers could be targeted.

With the Adobe solu­tions, Com­cast has seen some sig­nif­i­cant results includ­ing the fol­low­ing: increased con­ver­sion for bun­dled ser­vices by 44%; improved cus­tomer affin­ity for pre­mium pack­age offers by 18%; and sig­nif­i­cantly reduced strain on cus­tomer call center.

The abil­ity to inte­grate the Adobe Dig­i­tal Mar­ket­ing Suite with our finan­cial sys­tems has proven to be one of our biggest suc­cesses yet,” said Bra­ganza. “Being able to mea­sure our efforts in terms of ser­vice con­nec­tions and rev­enues, as well as view their root causes, dri­ves nearly every online deci­sion we make and sets the stage for long-term future strategies.”

For addi­tional infor­ma­tion about how Com­cast lever­aged the Adobe Dig­i­tal Mar­ket­ing Suite to achieve busi­ness results, check out their full suc­cess story at the fol­low­ing link http://​omni​ture​.com/​g​o​/​4​1​789.

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