Sky UK Boosts Sales with Rich Personalised Experiences

Campaign MarketingCustomer ExperienceCustomer Success

Learn­ing more about its cus­tomers was only step one at Sky UK. The lead­ing Euro­pean enter­tain­ment com­pa­ny is putting data insights into action using Adobe Ana­lyt­ics and Adobe Tar­get in Adobe Mar­ket­ing Cloud, cre­at­ing rich, rel­e­vant and per­son­alised expe­ri­ences for their cus­tomers.

In part­ner­ship with the dig­i­tal ana­lyt­ics agency DBi, Sky UK has inte­grat­ed data col­lect­ed with Adobe Ana­lyt­ics with its CRM to devel­op a com­plete view of cus­tomers, includ­ing what ser­vices they have, what offers they’ve clicked on, and what types of con­tent they’re most inter­est­ed in. These insights feed a pow­er­ful, auto­mat­ed per­son­al­i­sa­tion engine that cus­tomizes vis­i­tor expe­ri­ences as they arrive on site.

The results have been significant—a 10% over­all lift in con­ver­sion with more than 45,000 incre­men­tal annu­al orders. The abil­i­ty to inte­grate and apply rich cus­tomer infor­ma­tion through online per­son­al­i­sa­tion pro­vides a lot of val­ue in the cus­tomer jour­ney. “Where the real excite­ment comes through is the cus­tomer expe­ri­ence,” Rob Jack­son, Co-Founder at DBi.

A dri­ve to devel­op cus­tomer expe­ri­ence is a key moti­va­tion we see across our part­ners and cus­tomers at Adobe. I invite you to watch this video we cre­at­ed with Sky UK & DBi to see how Sky UK is improv­ing their rel­e­vance with cus­tomers. I would also rec­om­mend read­ing my pre­vi­ous post on ‘The Cus­tomer Expe­ri­ence Chal­lenge’ where you can read more about how com­pa­nies are man­ag­ing the CX chal­lenge in their organ­i­sa­tions.

Campaign Marketing, Customer Experience, Customer Success
Simon Morris

Posted on 08-02-2016

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