Adobe Digital Dialogue

Adobe Symposium India: Experiences Are The Competitive Differentiator

In today’s rapid­ly evolv­ing tech­nol­o­gy land­scape, it’s no longer enough for brands to sim­ply meet cus­tomer expec­ta­tions, they must exceed them. How to become an Expe­ri­ence Busi­ness was a key theme at this years’ Adobe Sym­po­sium India in Mum­bai, with a strong focus on the impor­tance, and chal­lenge, of deliv­er­ing per­son­alised expe­ri­ences for con­sumers across a land­scape that is con­stant­ly trans­form­ing.

For the more than 1400 mar­ket­ing pro­fes­sion­als and experts who attend­ed the annu­al event, Adobe Sym­po­sium was an acknowl­edge­ment that all indus­tries – eCom­merce to Retail, BFSI to start-ups — are embrac­ing the chal­lenges and oppor­tu­ni­ties of dig­i­tal trans­for­ma­tion.

Adobe’s EVP and Gen­er­al Man­ag­er of Adobe Expe­ri­ence Cloud, Brad Rencher, spoke about brands cul­ti­vat­ing the deliv­ery of expe­ri­ence as their busi­ness. The ‘delight’ fac­tor, he said, has to come from an ‘empa­thet­ic’ work­force, using all pos­si­ble resources and lever­ag­ing tech­nol­o­gy with the ulti­mate goal of adding val­ue to every­day lives. Pro­pelled by Data, Tech­nol­o­gy, and Tal­ent – brands should aspire to become ‘expe­ri­ence mak­ers’.

Indus­try vet­er­an D Shiv­aku­mar stressed on the sig­nif­i­cance of deci­pher­ing and under­stand­ing a cus­tomers’ dig­i­tal foot­print in order to effec­tive­ly com­mu­ni­cate with them. Data and ana­lyt­ics are being used to shape and cus­tomize end-to-end dig­i­tal expe­ri­ences for cus­tomers, and it is this con­ver­gence of online and offline that will help devel­op com­pre­hen­sive and fric­tion­less expe­ri­ence. Fur­ther, he added that the future of con­sumer expe­ri­ence lies in the 4Vs — Voice, Ver­nac­u­lars, Video and Val­ue.

We know this is the era of amaz­ing expe­ri­ences dri­ven by the dig­i­tal trans­for­ma­tion wave and that we’re tru­ly are on the cusp of some­thing big. So why is it that this wave is so dis­tinct­ly strong in India? Indi­an com­pa­nies have shown the matu­ri­ty to embrace — and in fact, race ahead — in pro­vid­ing their cus­tomers with world class expe­ri­ences. They are start­ing to believe that ubiq­ui­tous, per­son­al­ized and rel­e­vant expe­ri­ences are the only dif­fer­en­tia­tors which can help cre­ate a sus­tain­able com­pet­i­tive advan­tage.

Take HDFC Bank, for exam­ple, Ravi San­thanam, CMO, HDFC Bank talked to Paul Rob­son, Pres­i­dent, APAC, Adobe about how HDFC is build­ing expe­ri­ences and expe­ri­ence mak­ers in the bank­ing indus­try. HDFC’s vision is clear- Fric­tion­less expe­ri­ence, by lis­ten­ing to their cus­tomers’ dig­i­tal foot­prints care­ful­ly. Gun­jan Soni, Head-Jabong and Chief Mar­ket­ing Offi­cer, Myn­tra, said, “The future of ecom­merce is about the con­tent and the con­text i.e. shop­pable con­tent. AR and VR are help­ing immense­ly when it comes to shop­ping.” Sim­i­lar­ly, Ravin­der Pal Singh, Chief Infor­ma­tion & Inno­va­tion offi­cer, Tata Sin­ga­pore Air­lines (Air Vis­tara) men­tioned that machines are going to become com­modi­tized and how they will touch mar­ket­ing and the cus­tomer expe­ri­ence indus­try very soon.

Adobe India Symposium Paul Robson

Adobe Sym­po­sium con­clud­ed with the much-await­ed lock note by not­ed Indi­an film actor, Farhan Akhtar, who shared anec­dotes with the audi­ence about sto­ry­telling and how impor­tant it is to rein­vent at every step. He added how the best advance­ment of the human race is tech­nol­o­gy, which is redefin­ing the world in its own sense.

We are liv­ing in the most incred­i­ble time in his­to­ry – it is the dawn of the 21st cen­tu­ry renais­sance, where art and sci­ence are fuel­ing explo­sive growth and cre­ativ­i­ty, and India is at the focal point of this rev­o­lu­tion.

Clear­ly, dig­i­tal expe­ri­ences have the pow­er to trans­form every aspect of the lives of Indi­ans, and Adobe is the only com­pa­ny that can help with every stage of deliv­er­ing a great expe­ri­ence to them.

Customer Experience, Digital Marketing

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