Adobe Digital Dialogue

Great Experiences Are Fueling The Disruption Of Business

Jen­ny Williams, the chief mar­ket­ing offi­cer of health insur­er HCF is suit­ably blunt about the world today’s mar­keters con­front. “We are in a chal­leng­ing envi­ron­ment.”

Health insur­ance is high­ly reg­u­lat­ed mar­ket she explains and as the cost of health and health insur­ance goes up every year and con­sumers look for some­one to blame. “It’s often per­ceived that it’s our fault that health insur­ance goes up.”

  • Adobe Sym­po­sium 2017 will be held in Syd­ney at the Syd­ney Opera House on May 23–24. Book your place today.

Accord­ing to Williams, “What we have to do in a some­what cyn­i­cal envi­ron­ment is change the way we think about the con­nec­tion and change the way we think about engag­ing with peo­ple.”

While the impor­tance of cus­tomer expe­ri­ence is impos­si­ble to con­test, Williams says that cre­at­ing a mean­ing­ful con­nec­tion involves inter­pret­ing what HCF mean in people’s lives.

“There are two moment of truths; when you pay your pre­mi­um and when you make a claim nei­ther of which is a par­tic­u­lar­ly nice expe­ri­ence for any­one.”

As HCF looked deeply into the way peo­ple thought of it, the com­pa­ny arrived at what Williams describes as a core truth. “Health is not some­thing I want to play with or make mon­ey from. What I want is an insur­er that puts my health first.”

The trick of course is to trans­late that expec­ta­tion into an expe­ri­ence and at last year’s Adobe Sym­po­sium in Syd­ney, Williams out­lined to the more than 2000 del­e­gates how the insur­er exe­cut­ed its strat­e­gy.

 

HCF’s expe­ri­ence will be famil­iar to many large incum­bent busi­ness­es who have found them­selves man­ag­ing an ever ris­ing tide of con­sumer expec­ta­tions.

Expe­ri­ence econ­o­my

Accord­ing to Shan­tanu Narayen, Adobe CEO and chair­man, the online world has seam­less­ly fused with the real world and now expe­ri­ences are chang­ing and dis­rupt­ing all busi­ness­es.

“Expe­ri­ences are the new basis for com­pe­ti­tion. If all we talk about is great dig­i­tal mar­ket­ing cam­paigns we would be miss­ing the point because we think that dig­i­tal expe­ri­ences have the pow­er to trans­form every aspect of our lives. They change the way we think, how we trav­el, how we spend our mon­ey, do our jobs and relate to each oth­er.”

As the world evolves into an “expe­ri­ence econ­o­my” Narayen cau­tions that these expe­ri­ences can make our lives so much bet­ter, but only when they are done right.

He said brands should aim to pro­vide provoca­tive, per­son­al and pre­dic­tive dig­i­tal expe­ri­ences.

Brad Rencher, Adobe’s Exec­u­tive Vice Pres­i­dent and Gen­er­al Man­ag­er, Dig­i­tal Mar­ket­ing Busi­ness like­wise empha­sis­es the need to draw the right lessons from the change of recent years. “Dig­i­tal mar­ket­ing is not about cus­tomers, it’s about peo­ple. When you boil it down we are here to give peo­ple great expe­ri­ences. We are in the expe­ri­ence busi­ness. It’s that sim­ple and that big.”

Accord­ing to Rencher, mar­keters have tra­di­tion­al­ly been the biggest nur­tur­ers and advo­cates for the cus­tomer expe­ri­ences.

“We are no longer a pro­duc­er of prod­ucts or ser­vices, we are an econ­o­my of expe­ri­ences. Peo­ple today share a grow­ing affin­i­ty for moments over mate­r­i­al. Look at Insta­gram. All of these mil­len­ni­al are fill­ing their feed with moments in their lives. Mar­keters need to stop sell­ing prod­ucts and realise we are sell­ing expe­ri­ences.”

Tech­nolo­gies like mobile and the Inter­net of Things, and the data they cre­ate will con­tin­ue to offer brands huge oppor­tu­ni­ties to devel­op new ways of engag­ing with and ser­vic­ing cus­tomers. In turn that shift will force busi­ness­es to trans­form in ways they haven’t had to con­sid­er for decades.

“It will chal­lenge how we sell and mar­ket. But [also] how we organ­ise, how we reward employ­ees and how we devel­op prod­ucts. And its dri­ven by advanced in tech­nol­o­gy.”

The cus­tomer insight brands can gain from tech­nol­o­gy will help them to con­tin­ue to improve expe­ri­ences says Jor­dan Kretch­mer who’s com­pa­ny Live­fyre was acquired by Adobe last year. Live­fyre is now part of Adobe Expe­ri­ence Manager​.
Kretch­mer describes how impor­tant the customer’s own expe­ri­ence – as described in user gen­er­at­ed con­tent has become – not sim­ply as an influ­en­tial sto­ry, but also as a source of data.

“There are 1.25 mil­lion pieces of user gen­er­at­ed con­tent cre­at­ed every minute, that’s 1.8 bil­lion pieces of con­tent every sin­gle day.”

Looked at anoth­er way, Kretch­mer said that 90 per cent of all the con­tent that exists in the world today was cre­at­ed in the last two years.

And that con­tent is a pow­er­ful dri­ver of out­comes he said. “It increas­es ecom­merce con­ver­sions, and effi­ca­cy and recall and the oth­er met­rics mar­keters care about.”

Plat­forms to inno­vate

“Great con­tent fuels great expe­ri­ences and for Adobe the goal is to bring its Cre­ative, Mar­ket­ing and Doc­u­ment clouds togeth­er to help brands cre­ate great expe­ri­ences,” said Narayen. “It is impor­tant to bring con­tent and data togeth­er with the right intel­li­gence to help deliv­er great expe­ri­ences.” he said.

Adobe Sym­po­sium 2017 will be held in Syd­ney at the Syd­ney Opera House on May 23–24. Book your place today.

This post was first pub­lished on Which-50.com

Customer Experience, Digital Marketing

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