Vodafone Italy Drives New Accounts With Personalized, AI-Powered Messaging
Persado, the leading artificial intelligence (AI) platform that unlocks the value of the right words at every customer interaction, announced the results of an innovative collaboration with Adobe to create tailored, personalized experiences for Vodafone Italy customers. This collaboration drove consistent double and triple-digit increases in conversion rates for Vodafone by combining the power of Adobe’s customer analytics capabilities to segment and target audiences with Persado AI-language capabilities to deliver the best message to the appropriate audience.
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“Together with Persado, and working with Vodafone Italy, we’re helping to deliver personalized campaigns and experiences across multiple channels that delight, engage and help retain Vodafone’s customers.”
Vodafone wanted to elevate their personalization efforts in 2020, but found that to give customers a truly tailored experience was impossible without the effective use of words to deliver exactly the right message at the right time to the right customer. Vodafone used Adobe Target and Persado’s AI-based language platform to enable Vodafone to deliver the most effective message for each audience segment within the My Vodafone App.
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In one example, Vodafone wanted to inform customers of an upgrade offer, but with language sensitive to the current climate of COVID-19. They used Persado’s AI-based language platform to generate different messages using the “Mindful Narrative,” an integral part of Persado’s AI-based language platform that ensures AI-generated language is appropriate and relevant to the current environment. Vodafone leveraged Adobe Target to serve different versions to a sample audience before picking the winning in-app text, which ultimately drove an uplift of 83% in lead generation; leads are defined as requests to be followed up with by the call center to finalize the purchase.
With customer experience at the forefront, Vodafone also applied Persado and Adobe Target to promote its new Try & Buy campaign, promoting a free trial of their 5G Unlimited plan across the entire digital customer journey. This multichannel campaign included the outbound channels of SMS and push notifications, as well as an inbound channel via the in-app catalog. Vodafone leveraged Persado to reveal the most effective emotions, words and formatting elements across each stage of the digital journey. With Adobe Target, Vodafone was then able to seamlessly serve the best performing messaging to the right audience. The result was a 120% average conversion rate uplift, contributing to 25% of their digital quota.
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