Success Story
InComm's experiences are paid back in retention
Adobe Campaign and Experience Manager enable InComm Payments to boost customer retention and streamline product launches. Our team played a pivotal role in this success.
Industry
Financial Services
Date delivered
October 2021
Solution provided
Manage efficient operations, Deliver personalised CX at scale
Technology
Adobe Experience Manager
The Project
InComm Payments partners with top US brands to deliver innovative payment solutions, gift cards and easy-to-use financial products. In 2021, Adobe asked us to untangle and deliver a technically challenging set-up for InComm’s exciting new debit card product.
The Challenge
InComm saw an opportunity to use a new debit card product as the catalyst to improve campaign development processes. Until TAP CXM and our Adobe partners jumped in, there were a bunch of barriers in the team’s way:
- Adobe Experience Manager wasn’t being used to its full potential.
- Lack of in-house Adobe Campaign Standard expertise meant campaign development was slow, expensive and inflexible.
- Reliance on external developers to build and edit email templates caused frustrating (and frankly unnecessary) delays.
- Complex communication needs arising from multiple partnered offerings required a more flexible and efficient system.
- Handling sensitive financial data necessitated robust security measures which often meant sacrificing flexibility, especially in personalising communications.
The Solution
In the back-end, we built a bespoke Adobe Experience Manager integration that funnels information directly into Adobe Campaign Standard. It’s compliant, secure, fast and dynamic, giving the InComm team more information to work with. We’ve since automated the database synching processes to improve record matching and enable agility.
But all that insight wouldn’t have mattered much if InComm couldn’t use it. So, we proactively identified, scoped, recommended and developed a bespoke drag-and-drop content management system within Adobe Campaign Standard. This allowed InComm’s team to create and edit emails in-house. No external developers. No coding. More consistency, lower costs, and better customer engagement.
The Results
The implemented solution led to significant achievements:
- Open rates regularly exceed 30% on welcome journeys and loyalty communications, well above the 24% industry standard.
- Reduced campaign development time by 99% from 5+ days to around 2 hours.
- Enabled InComm to become self-sufficient in Adobe Campaign Standard and ditch the developers.
- Improved customer engagement in big ways (behaviour-based rules, better audience identification) and small ways (adapting imagery, content and messages).
- Strengthened compliance and agility by allowing the team to adapt quickly to market changes – crucial in the financial sector.
- Strengthened data security: Robust security measures protect customer data and build trust and compliance.
