Posts tagged "CEM"

Come and Find Me!

More than ever, I recognize the truth of Mark Twain’s famous quote, “when I was a boy of 14, my father was so ignorant I could hardly stand to have the old man around. But when I got to be 21, I was astonished at how much the old man had learned in seven years.” You see, my son has reached the apathetic age of 14.  According to him, I am neither funny nor terribly smart.  Thankfully (again – according to my son) I provide an ample supply of food and access to a vast array of technology.

My son and his generation of ‘assumed network access’ are engaging and interacting in a very different way.  While my wife and I still hurry to get our chores down by 9pm on Wednesday night, so we are ready to watch our favorite show, Modern Family, my son casually hits the DVR or slides out his multi-function, touch screen, always connected, “thing-a-ma-bob” and watches what he wants, when he wants, where he wants.

I, too, find myself slipping into this world.  What with my laptop, BlackBerry and iPad, I am now motoring around the web, consuming content whenever and where ever I please.  I ease my blackberry out of its holster with such ease and skill that even Wyatt Earp would be proud.  But all of this trekking and traversing across the web has to make it hard for a marketer to target me, to find me, to inspire me to take action.  I am not sitting in the living room during ‘prime time’, watching ‘must see TV’ anymore.  I’m on the go.

Chief Marketing Officers clearly have a tough job.  An ever increasing number of their customers are thriving, existing and lurking in the web.  So, CMO’s need to find their customers – live where they live – and insert their message in a compelling and emotive manner.  As media budgets continue to rotate to the web, today’s marketer must create, deliver and optimize campaigns that deliver results, increase revenue, enhance customer satisfaction and improve brand awareness – and that enthrall the customer.  The customer experience is the heart; the life pulse of this movement.  When I look at Adobe’s end-to-end assets, we are incredibly well positioned with our technology and our partnerships to help the CMO find me and pull me in.  And if you desire to learn more about Adobe’s role in shaping customer interactions and conversations, then please join us in New York on August 24th and 25th.  We have a rockin’ event planned and would love to see you there:  http://engagewithadobe.com/welcome.html

From Inside-Out to Outside-In

It’s a panicked sense to terror that courses through me. That’s right. And sure, it may seem like an innocuous and mundane task, but I can sense it lurking in the shadows just waiting to spring into attack: purchase order approvals! You see, I have nothing against spending money, particularly when it’s not mine. But I can’t stand the byzantine maze that I must traverse to approve a PO. OK, so I am over exaggerating a bit. But come on, enterprise applications just have to change. Or, perhaps, should we update Ben Franklin’s famous quote: “in this world nothing can be said to be certain, except death, taxes and horrific user experiences from legacy enterprise applications.”

The user revolt is on!

Last week, some of the senior leadership at Capgemini paid us a visit in San Jose. It is just terrific to witness the traction of user centric computing. Capgemini’s CTO, Andy Mulholland, is a big proponent of the YOU network. And true to form, the team from Capgemini were heralding the era of outside-in development. Their legacy approach of defining data models and construction of applications from the database out to the user is increasingly coming under fire from customers. It is not uncommon for this approach to lead to misaligned user expectations. Capgemini cited some examples where they built applications from the inside-out and in the end the application missed the mark on customer usability. So, they have moved to rapid prototyping of applications starting with the user experience, ensuring that they capture how the user truly interacts with the application. Once complete, they then wire the experience back into the customer’s IT infrastructure. And that’s how your move from inside-out development to outside-in.

For me, I know that the customer driven enterprise has arrived when a company the size, breadth and depth of Capgemini adopts the outside-in model. The YOU network is here. And the ‘YOU’ is us. We are driving change. We have accelerated our technical proficiency through our adoption of the dearth of smart, connected devices that are infiltrating our lives.  We now wield the power and we are no longer tolerant of applications dictating how we use them.

Give me the URL. Let me hit the application. Don’t you dare burden me with 6 weeks of training! Let the intuitive, alluring interface of the application walk me through a natural process of completing a task.

Ed Van Siclen
Vice President, Technology & Partner Solutions

It’s a Beautiful DAY!

Did you hear the news today? If you didn’t, then take a read about what’s happening here at Adobe…

This weekend I found myself toiling away, fumbling with expanding my home wifi network. As I was extending my WDS architected network (closet case geek), I noticed that I had 13 devices connected to my little router – 13! I swear that I only have 3 PC’s in the house. But then I remembered the Xbox, the Samsung DVD player, the Seagate NAS drive, the HP printer, the AppleTV and the list went on and on. So, I made two startling revelations: 1) I run the IT department in my house and 2) Toto, we’re not in Kansas anymore.

We ARE connected. Our lives are swelling online, weaving and twining through the fabric of the Internet – we are constantly connected. The shift has happened. And it seems like only yesterday that we impatiently waited for the mesmerizing whir, buzz, garbled beep and connection to the Internet via our US Robotics modem. And now look how far we have come! In a recently published report, it is projected that half of the US population will have a smart phone by the end of the next year.

So, how does this relate to Adobe, you ask? Well, I often find that stringing together separate threads serves to provide focus on a topic and ultimately reveal the answer. So, allow me to continue. During a recent meeting with my friends at Deloitte, one of their top strategists made the complex obvious. He stated that in a constantly connected world companies must establish a customer ‘conversation’. It is no longer good enough for a company to merely be a destination or an online store. In order to ‘thrive’ companies must engage with customers where they are, when they want and how they want.

For me, it has been fascinating to watch Starbucks leverage social media and other online properties to reconnect with their customers – where they exist online — to engage and sustain a conversation with them. I sat on panel a couple of weeks back with Chris Bruzzo, Starbucks’ VP of Brand, Content and Online. Chris has done a masterful job engaging his customers in conversation and community action/goodwill. And the benefit to the brand has been astonishing. Just take a look at Starbuck’s Ideas portal and their V2V initiative. It is very inspirational, engaging and brand reinforcing.

This tectonic shift is electrifying. And, as I mentioned in a previous blog, Adobe is at the center of this movement. We have many of the core pieces to help our customers not just exist but to thrive in this world – from artistic creation to enterprise class RIA tools to analytics to BPM and so much more. And today, we have added another pivotal piece to our customer experience management stack: Web Content Management (WCM). Yep, we acquired Day Software today. WCM provides the ‘voice’ for our customer experience management strategy and customer conversations. Adobe now possess the most complete set of integrated solutions that deliver compelling web experiences from initial design to ongoing communications and interactions with customers, delivering on our stated vision of the web as the hub of the customer interaction. So, look outside, or better yet look online – It’s a beautiful DAY!

To learn more about this acquisition, please visit the following blog post from Rob Tarkoff:
http://bit.ly/AdbeDay