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News : C Spire Wireless Selects Adobe's Marketing Automation Platform
July 21, 2014 -- Telecommunications company C Spire Wireless needed to support its corporate mission – personalised wireless – by moving its digital marketing from blanket campaigns to personalised communications through cross-channel marketing automation.
A rebrand in 2011 saw C Spire Wireless place ‘personalised wireless’ at the core of its promise to customers. To support this experience, the company needed to retool its marketing capabilities so that the brand’s communications matched its corporate promise.
C Spire had been using a web-based email marketing platform that offered limited personalisation and targeting capabilities. It also couldn’t integrate with external systems, and involved time-consuming manual work.
"We simply outgrew our email marketing tool and no longer had the feature set to support our growing marketing sophistication," says Justin Croft, manager, campaigns and promotions, C Spire Wireless. "To succeed in the competitive wireless market, we needed to take our marketing communications from untargeted, blanket campaigns to personalised dialogues driven by needs, preferences, and behaviours."
C Spire sought a marketing automation platform that not only was an improved email marketing tool, but that also supported SMS and other digital channels, as well as being a tool that call-centre and point-of-sale staff could use for real-time decision management.
Based on these criteria, C Spire selected Adobe’s conversational marketing automation platform, including Adobe Campaign. According to Croft, Adobe was in the sweet spot: advanced enough to meet the company’s current and future marketing needs, but not overkill that would hamper productivity, agility, and ROI.
To optimise inbound interactions via its call centre and point-of-sale locations, C Spire has integrated Adobe Campaign with its own CRM system. Within the CRM interface available to retail employees and call-centre agents, Adobe Campaign makes real-time decisions based on the individual with which they’re speaking, to give the most relevant message or promotion to mitigate churn.
Posted by Veronica Silva Cusi, news correspondent
Today's Tip of the Day - Managing Change
Adobe Systems, Inc is an American multinational computer software company headquartered in San Jose, California, United States.
Published: Tuesday, July 22, 2014