Adobe Digital Dialogue

It’s All About the Customer

Hisamichi Kinomo­to, VP Mar­ket­ing, Japan and Asia Pacif­ic, Adobe Sys­tems- LinkedIn

Hisamichi KinomotoCus­tomer is King – and the best way to pro­vide out­stand­ing ser­vice is through a per­son­alised expe­ri­ence.

This is exact­ly what Shin­sei Bank aims to achieve as they adopt Adobe Ana­lyt­ics, part of the Adobe Mar­ket­ing Cloud, to sup­port mul­ti-chan­nel mar­ket­ing and per­son­lise cus­tomer expe­ri­ence, along­side a major web­site refresh.

The intro­duc­tion of Adobe Ana­lyt­ics to the Shin­sei Bank’s web­site will help the team analyse trends and iden­ti­fy inter­ests among site users in real time and uti­lize the results in dig­i­tal mar­ket­ing strate­gies, plus pro­vide a per­son­alised cus­tomer expe­ri­ence in web, mobile and branch envi­ron­ments by inte­grat­ing the results with offline cus­tomer data and pro­vid­ing them to each branch.

The new­ly imple­ment­ed sys­tem will be used to inte­grate cus­tomer data from Shin­sei Bank’s web­site and offline trans­ac­tions. This allows Shin­sei to rec­om­mend offer­ings on its web­site and sug­gest prod­ucts to cus­tomers at branch­es. In addi­tion, Adobe Ana­lyt­ics will speed up the sys­tem over­all, as the analy­sis of cus­tomer trends can be based on web­site data rather than just offline cus­tomer data as before.

By imple­ment­ing this entire cycle auto­mat­i­cal­ly in real time, Shin­sei Bank has achieved a sys­tem that not only accel­er­ates the Plan Do Check Act (PDCA) cycle, but also helps the bank offer more tar­get­ed and rel­e­vant ser­vices,  by com­bin­ing cus­tomer behav­ior data from its web­site with offline pur­chas­ing his­to­ries.

For more infor­ma­tion, here are some help­ful links:

Customer Experience

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