Customers who receive an offer from BT and call the company for more information may be surprised to find that the service agent they connect with already knows what information they’ve received and is ready to answer their questions. This is just one of the ways BT is prioritizing the customer experience, making interactions more personalized and relevant for its audiences.
BT supports organizations of all sizes with customized telecommunications that combine services including voice, mobile, cloud, security, connectivity, and networking. In the same way that BT creates tailored telecommunications solutions, the company wants to make every customer experience across channels uniquely engaging.
To tailor services to meet the specific needs of its 1.2 million business customers, BT is harnessing customer data using Adobe Experience Cloud. For instance, BT feeds customer insights from Adobe Analytics and Adobe Audience Manager to its marketing, sales, IT, digital, and data teams, who use the information to guide business decisions such as how to reach specific customers, what offers to send to different audience segments, and the right time in the customer engagement to introduce new services.
Engaging across channels
To continue enhancing its communications with customers, BT chose to implement Adobe Campaign, with support from Adobe Customer Solutions. Adobe consultants worked on-site, helping to integrate Campaign with the rest of the customer’s Adobe Experience Cloud solutions, eliminate organizational siloes, and educate teams on best practices for campaign development and management.
Adobe Campaign supports cross-channel engagement, including email, online, direct-mail, and mobile channels, as well as the call center at BT. In addition to targeting customers who are evaluating BT services, the telecommunications provider uses the solution to improve customer relationships and minimize service and support costs.
“It’s important for us to know our customers and show that we care about them,” says Gareth Russell Jones, Head of Data and Innovation at BT. “Adobe Experience Cloud solutions enable us to provide customers with useful communications and move away from just sending out general product information. Instead, we can more directly respond to customer needs.”
Relevant communications drive results
Lead Management capabilities in Adobe Campaign help BT generate, manage, score, and activate B2B leads, especially for ongoing campaigns for two major business products, BT Net and Cloud Phone. With lead scoring, BT can track audiences that are engaged and identify additional opportunities for re-engagement.
BT also uses targeted email and SMS campaigns for customer outreach. Providing timely and relevant service information proactively helped BT boost open and click rates for digital communications by 17%, cutting call center contact volumes in half.
Commitment to customer success
Using a web-based application that integrates with Adobe Campaign, agents easily access recent customer activities, such as web pages viewed, and emails received, and more, which gives agents a better idea of what each customer needs and how to help them. In addition to decreasing average call handling times, such personalized services demonstrate a clear commitment to customer success.
BT adds extra enhancements to customer experiences with the Sites and Assets capabilities in Adobe Experience Manager and Adobe Target in Adobe Marketing Cloud. Experience Manager integration with Adobe Campaign lets BT dynamically personalize emails according to each customer’s profile. AB and Multivariate Testing capabilities in Adobe Target let marketers vary experiences and identify which layouts, messages, and offers resonate with different audiences.
Read the full success story here
Watch the BT customer success video here
Watch the BT and Adobe Customer Solutions video here