Case Study: BT achieves personalized, targeted cross-channel campaigns with Adobe Target (17% higher open rates; 50% fewer call‑center requests)

BT Creates Personalized Campaigns that Strengthen Customer Relationships by Delivering the Right Information at the Right Moment

BT, a global telecommunications provider with more than 1.2 million business customers, needed to create personalized, omnichannel experiences, use customer data to improve the relevancy of communications, and reduce demand on its call center. To do this, BT deployed Adobe Target as part of Adobe Experience Cloud (including Adobe Campaign, Adobe Experience Manager, Adobe Analytics, and Adobe Audience Manager) to better understand customer journeys and tailor communications across email, SMS, web, direct mail, and call‑center channels.

Using Adobe Target for A/B and multivariate testing and Adobe Campaign for cross‑channel orchestration—implemented with help from Adobe Customer Solutions—BT delivered targeted, personalized campaigns and a web app for agents to view customer activity. The Adobe Target‑driven program produced 17% higher open rates on targeted email and SMS, cut call center volumes in half, reduced average call handling times, and improved data‑driven decision making across marketing, sales, and service.

BT

Gareth Russell Jones

Head of Data and Innovation