“How people are engaging with content, the notion of computing, software and applications is undergoing revolutionary change” states the voiceover as images of life and technology flicker harmoniously across the huge screen, watched by a packed hall of freshly-seated guests in London’s Hilton Tower Bridge hotel, home to the UK stop of the Adobe Experience Delivers tour last week. Watch Adobe’s Senior Director of Enterprise Marketing Neil Morgan opening the event below:
Customer Experience: Why Adobe?
Since 1982, explained VP of customer experience Kevin Cochrane, the company has strived to change the way people interact with information. In more recent times, Adobe has been growing its Enterprise business – but providing its customers with the tools to provide their customers in turn with a great experience is nothing new. Adobe remains at the forefront of digital innovation in the Customer Experience space – and the Adobe Experience Delivers tour, which arrived in London on the 17th of May, is all about celebrating, exploring and moving this forward.
The morning keynote was shared by Kevin Cochrane, Ron Rogowski, principal analyst at Forrester Research, Erik Larson, senior director, Customer Experience Product Management and representatives from two of Adobe’s customers, Logica and SapientNitro.
The key theme throughout the day was perception. It’s this, agreed our speakers, that defines CEM and sets it apart from CRM. Forrester’s definition of CEM is the perception that people have of interactions with a company – not what actually happens in these interactions. CRM defines moments that matter to the company – CEM is about moments that matter to the customer, and the way that customer recognises your brand.
Expectation proved another important theme; specifically, how perception is now defined by changes in consumer expectations. People expect a personal, immediate and reactive level of engagement, and much of this is due to the rise of constant access. With tablets, smartphones and even televisions (Forrester calls it “The Splinternet”) providing information and services via attractive ‘app’ interfaces anywhere and at any time, customers are growing less used to, and as a result less tolerant of, awkward opening hours and complicated automated telephone systems.
Adobe partner Logica built on this message – the ‘Don Draper’ approach of building brand reputation goes nowhere when confronted with new ways for customers to share their perceptions of your brand. For example, it’s now far easier, and often perceived to be more valuable, for customers to complain via social channels than to your call centre. Customers are growing wise to the fact that they can often get a faster and more comprehensive resolution to their problem if they name and shame via Twitter.
Look for the incentive
Finally, the speakers discussed the fact that it’s not always the customer driving change; sometimes there needs to be a real incentive for your users to embrace new technology. One fascinating example, given by Adobe’s senior director of Customer Experience Product Management Erik Larson, relates to banks giving users the ability to turn off paper statements and only check their statement online. In fact, many customers didn’t choose this option – they weren’t interested in saving the banks money on postage and wanted something they could read through on paper. There was no incentive to change – so one leading bank created one. By making online statements fully interactive and adding the ability to query payments by clicking on them, it created a real incentive for users to change their habits.
Afternoon Breakout sessions
Following the keynote, the conference splits into three breakout tracks, with attendees choosing the most relevant for them. Speakers range from Adobe evangelists to customers such as Southwark Council and the Royal Courts of Justice. We’ll be looking at some of the great CEM examples highlighted in the afternoon in a little more detail over the coming weeks.
We’ll also be bringing you video interviews, filmed on the day, with speakers from Adobe and its customers – as well as highlights from the keynote itself – on this blog over the coming days.
Meanwhile, if you’d like a little more detail on the above, head over to AdobeEnterprise.tv for the full keynote video, as well as interviews filmed on the day. You can also read what we tweeted throughout the event, and tweets from a number of other attendees using the #AdobeCEM hashtag.