GX presents Signify
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Personalization at scale: faster, smarter, more customer-focused
Signify: Faster, Smarter Online Experiences with AI
Signify, the world leader in lighting for professionals and consumers, connects people, places, and devices to create safer, smarter environments. Operating in over 70 countries with 37,000 employees and EUR 6.9 billion in 2021 sales, Signify serves markets such as offices, retail, hospitality, industry, and smart cities.
To strengthen customer relationships, the company set out to improve the online experience, aiming to deliver relevant, timely, and consistent interactions across all channels. With data scattered across multiple systems and a high volume of manual inquiry handling, Signify sought a solution to better understand visitors, provide personalization at scale, offer tailored product recommendations, and make every interaction faster and more effective.
Building a single customer view
GX implemented the Customer Data Platform BlueConic to centralize first-party data and build rich customer profiles. These profiles provide a complete view of individual behavior and preferences, enabling Signify to deliver personalized product recommendations and expand email marketing reach. Integration with the company’s existing account data also supports Account-Based Marketing by linking profiles to accounts, mapping engagement scores, and identifying promising prospects at the company level.
Automating inquiries with AI
To further enhance customer interactions, GX developed a natural language processing (NLP) solution to automatically classify and route online inquiries. This reduced response times from 48 hours to just 60 minutes, increased operational efficiency, and minimized manual errors. Combined with personalized recommendations and a single customer view, Signify can now respond to customers faster and more accurately than ever before.
Lasting impact across the organization
Beyond the measurable outcomes, the transformation has created lasting impact across Signify’s global organization. Marketing and sales teams now work with richer insights into customer needs, enabling them to tailor interactions and campaigns more effectively. Operational processes that once relied on manual effort are now faster and more reliable, freeing up time to focus on strategy and innovation. Most importantly, customers benefit from smoother interactions, more relevant product recommendations, and a consistently personalized experience across markets. This foundation allows Signify to continue evolving its digital channels with confidence, knowing they are equipped to serve customers in a way that is both scalable and meaningful.
Rob Velders
E2E Business Product Owner Marketing Automation & CDP, SignifyMy experience with GX and its consultants is excellent! Whenever you need support, GX delivers. Plus, they are professionals and very experienced in working with and advising on BlueConic & Account matcher.
Why your organization can benefit
Signify’s approach shows the power of combining first-party data, AI, and smart customer profiling to create relevant, timely experiences that drive engagement and business results. Curious how your organization can achieve similar results?
Hanneke Kuipers
Managing Director Data ServicesLet's explore how data-driven personalization and automation can transform your customer experience.