Colonial First State (CFS) is transforming marketing automation into an always-on customer engagement engine. The Australian superannuation and investment provider has reduced the time needed to deploy standard customer journeys from weeks to hours and doubled its campaign output.
Using Adobe Experience Platform and Adobe Journey Optimizer, CFS is bringing customer data together and orchestrating personalised communications across email, SMS, push notifications, app and web channels. This enables the organisation to respond to customer behaviour and key life events in near real time.
The company has also introduced multiple always-on, event-driven journeys, such as notifications when contributions reach a member's superannuation account. Personalisation is being used to drive engagement with retirement calculators, health-check tools and advice services.
CFS is also using AI for insights, repetitive tasks and personalisation while maintaining human oversight and governance for important decisions. The next phase will focus on expanding event-driven journeys and selectively applying AI where it can deliver measurable value.
Key takeaway: Modern marketing automation is moving beyond scheduled campaigns toward real-time, personalised and event-driven engagement, powered by the right combination of data, technology, people and processes.