Success Story
First-class CRM technology for Virgin Australia Velocity
Tap CXM travelled across the pond to Australia, joining Virgin Australia’s Velocity team to implement Adobe Campaign and migrate to a consolidated Adobe marketing stack.
Industry
Travel
Date delivered
2018
Length of project
2 years
Solution provided
Connecting Customer Journeys Across Channels, Managing Efficient Operations
Technology
Adobe Campaign, Adobe marketing stack
The Project
In one of our first international projects, a team of 10 Tap CXM consultants and tech experts contributed to a highly engaged 24-month project. Over 2 busy years, we migrated all campaign workflows to Adobe Campaign, trained the Velocity team to become self-sufficient (and sophisticated), and launched 100+ complex campaigns.
The Challenge
Virgin Australia’s Velocity programme was rapidly expanding beyond 5M members and prospects. Velocity had also recently acquired a data and analytics firm in an effort to accelerate growth (particularly in campaign automation and data analytics), and deliver more value to members.
Velocity chose Adobe Campaign as the solution to enable those ambitions while simultaneously consolidating its tech stack. So, we weren’t merely swapping out the legacy system for Adobe Campaign. Our challenge was to address personalisation requirements, build and quality-check complex multi-channel campaigns, make the Velocity team self-sufficient, and establish a consolidated database marketing stack that worked for several stakeholder groups.
Tap CXM tackled the Adobe Campaign implementation in two phases. In Phase 1, Andrew led a consultation to gather requirements and scope the implementation. The outcome was a model that focused on Velocity customers but also accounted for programme partner use cases.
Phase 2 saw an expanded Tap CXM presence embedded in Velocity’s teams in Sydney and Brisbane. Over the next 24 months, we completed the migration, built 100+ campaigns, upskilled the team, and provided ongoing technical expertise to ensure the new setup generated value for Velocity.
We were asked to stick around after the implementation. The client team wanted to invest in optimising campaigns, doing things like cleaning up lookup tables, QA-ing campaigns, building reports and attribution in Adobe Campaign – lots of challenging, techy things that needed our expertise.
Andrew Haines, Founder & CEO, Tap CXM
The implemented solution led to significant achievements:
- Velocity surpassed 12M members since migrating to Adobe Campaign, growing 140% thanks in part to enhanced member communications.
- Our team delivered 100+ campaigns ranging from personalised engagement flows to major multi-channel initiatives. We handled all the technical considerations from concepting to development to QA.
- Email open rates averaged 28% across those 100+ campaigns, 8–10% above the industry average.
- We facilitated structured, real-world Adobe Campaign training that took the CRM team from novice to self-sufficiency, ensuring the value of Velocity’s tech investments continued to soar after we stepped back.
