Customer experience is the new battleground

New Adobe Experience innovations power CXM

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Kulmeet Bawa, managing director, South Asia, Adobe delivers welcome address at Adobe Symposium 2019.
Kulmeet Bawa, managing director, South Asia, Adobe delivers welcome address at Adobe Symposium 2019.

On 15 November 2019, Adobe announced innovations to deliver great customer experiences at scale, with the power of its Experience Platform, which it claims is the industry’s first open and extensible platform for customer experience management (CXM). Innovations include industry-first data governance capabilities, general availability of Adobe’s Real-time Customer Data Platform (CDP) service, as well as new ways to personalize and deliver impactful experiences through customer journey orchestration and Photoshop-inspired analytics.

Customer experience is the new battleground for businesses of any size. Brands must close the gap between the customer, the channels they engage on, and the brand experience they expect,” said Suresh Vittal, vice president, Adobe Experience Cloud. “Adobe Experience Platform is built to give brands a single, actionable view of each customer in real-time without the pain of connecting stale data across siloed systems and different digital and physical customer touch-points.”

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Advances in the experience platform include real-time personalization at scale since marketers face three common data challenges, including fragmented data, inconsistent experiences, and complicated governance. With the general availability of Adobe’s real-time CDP service, brands can bring together known and unknown customer data, to activate customer profiles across channels and leverage intelligent decision-making throughout the customer journey. By helping bridge marketing and IT silos, brands can find meaning in disparate data sets, from CRM to online analytics and offline POS systems, and achieve a more holistic customer view without complicated integrations, complete with out-of-the-box governance tools.

With Photoshop-inspired analytics, Adobe’s Customer Journey Analytics brings a powerful set of analytics tools to omnichannel data in the Adobe Experience Platform. Brands looking at data across channels now have an easy, interactive way to dig deeper and uncover new insights while making analytics more accessible across their organization. Inspired by the same logic behind Photoshop, teams can be creative in how they layer data sets on top of each other to form new perspectives and insights. Adobe Sensei, AI, and machine learning framework can be used to automate heavy analysis and predict future behaviors.

Data governance has become critical to data-driven success to protect each brand. With Adobe Experience Platform Data Governance, companies now have access to frameworks that help them enforce data usage policies and facilitate proper use of their data to comply with regulations, obligations, and restrictions associated with various data sets. Adobe offers a first-of-its-kind end-to-end integration allowing brands to bring together data governance and customer experience. Brands can apply specific labels to data based on their governance and compliance needs, including contractual, identity, sensitive, and other labels.

While customers expect timely and relevant interactions, brands are often paralyzed from delivering in-the-moment personalized experiences without being able to anticipate customer expectations. With Journey Orchestration, brands can respond to customers’ actions and other signals in real-time leveraging Adobe Experience Platform and Adobe Campaign, tailoring each individual interaction based on past behavior and current context.

Customer experience is increasingly becoming a way of differentiation and competitive advantage for brands. However, it is quite a struggle to obtain a single, actionable view of the customer in real-time with data sitting across disparate teams, sources, and systems across an organization. Adobe claims its Experience Platform empowers companies to fully understand customers and make data actionable through Adobe Sensei, the company’s AI and machine learning technology.