Also read: How Adidas, BMW & T-Mobile use the power of digital for customer experience
Adobe Summit 2018: Shell
To make the step from experience thinker to experience maker, marketers will have to sharpen their own skills. In the above case of Shell, it was already briefly mentioned that the complexity of the world in which we work is increasing, because we are increasingly using data and using different systems.
Adobe is helping marketers become Experience Makers with a program launched at Adobe Summit: Experience League . This program, with training materials and a community of other users and experts, enables marketers to create the customer experience they want with the Adobe Experience Cloud (a collection of Adobe products such as Analytics, Audience Manager, Campaign and Target).
How Loyalis works to become an experience maker
During the Adobe Summit I spoke to Mieke van korean phone number whatsapp Poll , Digital Communications Manager at Loyalis (part of APG). She very consciously started with the transition to digital communication with their product ZZP Pensioen, an online only product from Loyalis with which ZZP'ers arrange their own pension provision. Here the team could start without legacy in systems, with a small team of 3 people and with more flexibility to gain experience with best practices for communication messages and target group selection, among other things.
The experiences that the team gained with ZZP Pensioen were used to also shape the transition for Loyalis itself. Van Poll: “We are dealing with a lot of old systems, a polluted database and customers who are mainly used to receiving communication via their employer”. A completely different starting point than with ZZP Pensioen.
Managing the different channels is why the right technology is necessary, from data collection to communication.
The examples that Van Poll cites show once again why segmentation is of great importance for communication: “Our customers in construction are very involved and want to know a lot about their own situation, while customers in education want to know whether the income for the entire group is well arranged.”