Watching the customer experience go sky high by leveraging key insights from call data
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Sky's primary objective is to create a site, sky.com, that allows customers to achieve everything they could possibly want without having to contact them via another channel. They want to achieve a one-stop shop - a seamless, hassle-free experience for all customers.
By using Infinity, Sky are now able to run AB tests on content in any part of their digital estate and, by integrating the call event into their Adobe Analytics data, they can measure the impact of this change on solving customer queries. This means Sky know exactly how to adapt content to make it as useful, intuitive and helpful as it possibly can be - deflecting calls by solving the customer’s problems there and then.
If you rely on understanding the phone calls made from visitors to your website, then not having call tracking is effectively flying blind. If you want to improve your customer experience, it’s important you understand that data. Working with Infinity has enabled us to better serve and improve the overall experience of our customers. The successful partnership has opened up a range of possibilities for collaboration in the future which we are really excited about.
Jonny Longden | Head of Digital Optimisation, Sky
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