Diana Hoffman - Senior Product Marketing Manager
Today, nothing is certain for brands. Standing still means falling behind. Heritage brands are no different. Now more than ever, brands need to find authentic ways to engage with digitally-savvy consumers no matter where they are. How do brands steeped in tradition create modern experiences that resonate with today’s digital-native consumers?
Heritage brands like Campari and Leatherman are at a pivotal moment in their rich history, as consumer behavior shifts seemingly overnight. To adapt, these established brands turned to Microsoft Customer Experience Platform to forge direct relationships with consumers. Hyper-personalizing experiences while retaining their unique brand personality is made possible by combining digital technology with their brand and marketing strengths to attract and retain customers. Individualized journeys require real-time insights gleaned from customer data and infused into line-of-business applications, and seamless activation across a growing number of customer touchpoints. Privacy-aware, consent-enabled personalization powered by AI enables the brands to engage each customer at precisely the right moment with the right touch, at scale.
Unify and predict to personalize experiences
Campari Group, the 160-year-old alcohol spirits manufacturer, found it challenging to collect and analyze data to accurately predict customer needs. To derive value from the vast amount of customer data, Campari turned to Microsoft Dynamics 365 Customer Insights, a customer data platform (CDP) that’s part of Microsoft Customer Experience Platform to unify fragmented customer data and generate AI-powered insights that reveal the next best action.
Because of the sensitive nature of customer data, security and compliance were very important considerations. With the most advanced data governance and consent management capabilities, Dynamics 365 Customer Insights was the obvious choice.
Moving forward, Campari is taking experiences to the next level with real-time, customer-led journey orchestration in order to hyper-personalize experiences across different touchpoints—like email, mobile, social, and in-person—according to marketing segments and consumer types.
“Customer journey orchestration in Dynamics 365 Marketing promotes contextually relevant and consistent real-time conversations with every customer across all interaction points. We can more precisely align marketing messages for each communication channel to gain the greatest impact. We see the effects in in-store sales and also in e-commerce, which is particularly important during COVID-19…We want to use this data in an end-to-end way, from marketing to sales to customer service, capturing and optimizing the entire customer journey.”—Chad Niemuth, Vice President, Global IT – Marketing and Sales, Campari Group.
By unifying data and deriving insights, Campari is now better prepared for new opportunities, whether it’s launching a new product, entering a new market, or building customer loyalty.
Engage in new ways
Whether customers are engaging with your brand virtually, in-person, or both, Microsoft can help create a seamless customer journey across channels. Leatherman, a leader in high-quality multi-tools, pocket tools, and knives for 37 years, needed a solution to meet their growing direct-to-consumer business. They wanted to curate a more personalized customer journey and to create user experience continuity with their online store. They leveraged customer journey orchestration to deliver an end-to-end welcome journey for their new customers.
Leatherman was able to create multi-touchpoints that allowed them to engage their customers across commerce and marketing using real-time custom events. This journey was executed every time a customer signed up or started to check out on their website. It allowed Leatherman to seamlessly activate new customers and to create opportunities for continued engagement along the way.
“We have the flexibility to trigger our journeys in multiple ways from our website and our other Dynamics products, and products from other vendors. The journey can also react to customer activities in real-time.”—Liz Lee, IT Director, Leatherman Tool Group.
Leatherman gained a 360-degree view of their customer, was able to break down silos between existing systems, use the data to drive insights, and better tailor the customer experience.
When you have true multi-channel personalization that keeps your customer top of mind, you not only create a better experience for them, but also build brand loyalty. These individualized customer journeys keep them coming back for more and can turn customers into ambassadors for your brand.