Visit the Lloyds Bank Demo Website
This section describes a typical user journey in the context of Adobe's real-time customer profile.
The journey from unknown to known is one of the most important topics amongst brands these days, as is the customer journey from acquisition to retention.
Adobe Experience Platform (AEP) plays a huge role in this journey. AEP is the brains for communication, the “experience system of record.”
AEP is an environment in which the word customer is broader than just the known customers. An unknown visitor on the website is also a customer from AEP's perspective and as such, all of the behaviour as an unknown visitor is also sent to AEP. Thanks to that approach, when this visitor eventually becomes (identified as) a known customer, a brand can visualise what happened before that moment as well. This helps from an attribution and experience optimisation perspective.
Customer Journey Flow
To go through the customer journey flow:
On the Lloyds Bank homepage, and any other page, you can get access to the Real Time Customer Profile panel.
- Click the Adobe logo icon on the top left corner of your screen to open the Real Time Customer Profile panel.
- Have a look at the panel.
- Notice the EXPERIENCE CLOUD ID within IDENTITIES. This is the so-called Experience Cloud ID (aka ECID).
- Click on ATTRIBUTES to see all details (none, at the moment...) of this currently unknown customer.
- Click on Events to see the experience events that were collected based on the customer’s behaviour. The list is currently empty but that will change soon.
Let's behave as a typical customer now, we will search for more information about Club Lloyds Current Accounts
- From the top navigation above the homepage banner, click Current Accounts.
- Click on the Club Lloyds Silver product to view more information.
Experience events of type Page View have been sent to AEP. To inspect this event:
- Open the Real Time Customer Profile panel.
- Take a look at the Events.
You will see the interactions you have had with the Lloyds Bank web site.
While the behaviour is anonymous, we’re able to track every click and store it in Adobe Experience Platform. Once the anonymous customer becomes known (for example, when they submit an application for a current account), we will be able to merge all anonymous behaviour automatically to the known profile.
We will now continue with our current account application where we will provide more information to Lloyds Bank and become a known customer, but we will not Submit the application, this will be done in the following Labs:
- From the Current Accounts page, select Ready to apply in the Our Clud Lloyds accounts section.
- Fill in the first step of the form with your information.
If you would like to receive the emails in the following labs, fill in the email field with your email address.
Do not input any genuine sensitive information into the form fields, as this is a shared lab environment.
- Click on Next. The values you input into the form fields, name and email, have been sent to Adobe Experience Platform and are now part of your customer Profile.
- Navigate back to the Homepage.
- Open the Real Time Customer Profile panel. You will see potential additional identities displayed, like your email address.
- Click on Attributes. You will see additional profile details, like NAME.
- Click on Events. You’ll see all web pages that you viewed before. All these (initially anonymous) events are now also connected to your new created profile. You will also noticed a form abandoned event.
Profile Attributes:
Experience Events:
You’ve now effectively seen a real-time, customer profile being created, first anonymous, then as a known profile, and continuously being enriched with experience events.
In the next exercise, you’ll go ahead and visualise your profile in Adobe Experience Platform.