How AI Revolutionizing Customer Experiences

A leading telecommunications company struggled to personalize experiences for its diverse customer base. By implementing AI, they gained deeper customer insights, created targeted segments, and delivered real-time personalization, resulting in stronger relationships and improved service.

Sky UK is a leading telecommunication and digital entertainment company in the United Kingdom. They serve millions of customers through various services, including telephone, broadband internet, cable television, and mobile services. Sky UK’s websites, such as Sky News and Sky Sports, are also among the most visited in the UK.

Problem Statement:

● Personalized experiences at scale: Couldn’t tailor experiences for their 22.5 million diverse customers.
● Limited customer understanding: Didn’t have a deep understanding of customer behavior and preferences.
● Inefficient real-time decisioning: Couldn’t make personalized decisions based on real-time interactions.
● Inconsistent cross-channel personalization: Didn’t provide a seamless, personalized experience across all channels.

Results:

☑️ Deeper Insights: AI analyzed vast customer data, revealing preferences and behaviors.
☑️ Hyper-Targeted Segments: Machine learning created highly focused customer groups for personalized marketing.
☑️ Real-Time Personalization: Each customer received tailored recommendations across channels.
☑️ Stronger Relationships: AI helped Sky UK understand and address individual customer needs.
☑️ Optimized Call Centers: AI matched customers with the best call center rep, improving service.

AI Solution:

Sky UK implemented Adobe Experience Cloud powered by Adobe Sensei, an AI and machine learning framework. This solution addressed their challenges by:

● Deeper Customer Insights:Adobe Analytics and Audience Manager collected and analyzed real-time customer data across channels, revealing customer behavior and preferences.
● Hyper-Targeted Segments: Automated Personalization within Adobe Target, powered by Sensei, leveraged machine learning to create highly focused customer segments based on these insights.
● Real-Time Personalization: Adobe Target enabled Sky UK to deliver content that are tailored to each customer’s interests and needs in real-time.

Enhanced Human Interactions:

Beyond personalization, Sky UK utilized AI to improve call center interactions:

● Segment Compare: This Sensei-powered feature analyzed customer data to connect each caller with the best-suited representative for their specific issue.
● Conversation Starters: AI provided call center reps with relevant information about customer preferences, facilitating natural and productive conversations.

Sky UK’s AI-powered personalization journey exemplifies the power of AI in fostering stronger customer relationships and driving business growth.

Reference:

1. Humanizing experiences with Artificial Intelligence

Industry: Telecommunications, Media & Entertainment
Vendor: Adobe
Client: Sky UK