Sunrise focuses increasingly on digitization
Sunrise is taking the changing user behavior as an opportunity to revamp its online presence for a new customer experience. Together with partners Adobe, Hybris, Hinderling Volkart and Namics, a new digitalization strategy is being implemented.
Whereas consumers today primarily obtain information online and then conclude the contract offline, user behavior in the future will be characterized by online purchasing and online self-servicing. Physical customer care will increasingly develop in the direction of sophisticated advice and live experience in the store. In order to be prepared for this change, Sunrise has decided, together with partners, to fundamentally revise the digital interaction with the customer and to align it with the future, according to a statement.
The new solution enables both a consistent multichannel experience for customers and the implementation of a multibrand strategy, thus taking into account key elements of the Sunrise positioning. Step by step, Sunrise.ch will be expanded with the new digital experience from the end of 2015 to a personalized website that specifically adapts to the needs of customers. With the chosen mobile-first approach, Sunrise customers are to be picked up where they are at the moment. Sunrise.ch thus becomes the customer's daily companion. In addition, complex digital processes in the back office are simplified, thus shortening the innovation cycles for new products and services.
"Sunrise will take advantage of the opportunities arising from increasing digitalization and thus further improve the customer experience. The digitization strategy will help Sunrise to be even closer to the needs of its customers while optimizing its processes," says CMO Timm Degenhardt. Sunrise customers will be able to reach their goal easily and quickly on the new online platform with clear answers that precisely meet their personal requirements.
Specifically, the project includes the following components of each partner:
Mobile First is supported by the digital agency Hinderling Volkart developed into the principle for the new Sunrise platform - for the concept, the design and the development of the apps and the online presence. Mobile First means a reduction to the essentials - in terms of content, function and design.
To obtain a 360-degree customer view, Sunrise will in future rely on the marketing cloud from Adobe. This helps Sunrise deliver a meaningful, consistent experience to customers across channels. Behind the scenes, the Adobe Experience Manager central content management system ensures personalized and relevant content that puts the customer at the center of every interaction.
The multichannel solution from Hubris enables consistent communication across all channels that customers expect today. By dovetailing all areas that are important for the business, it is also possible to streamline internal processes, which contributes, for example, to fast, user-friendly and personalized customer service and to the faster and more cost-effective introduction of new products and services.
For the implementation of the Adobe Experience Manager and Hybris as a multichannel solution, the Namics responsible. In addition, the full-service web service provider is responsible for the functional and technical specification of the platform along Sunrise's digitization strategy. To optimize the customer experience, the focus is on personalizing the entire platform, for which Namics supports Sunrise in the introduction of additional tools from the Adobe Marketing Cloud.
