With emerging technologies, such as artificial intelligence, internet of things (IoT), augmented-virtual reality, blockchain, and facial identity becoming mainstream, marketers need to continuously innovate and ensure they meet expectations across customer life-cycle stages.
Adobe Customer Solutions constantly seeks to innovate and build compelling experiences, by bringing together latest technologies and Adobe Experience Cloud products.
“How to become an Experience Business” was a key theme at this year’s Adobe Symposium in Mumbai. For the more than 1,400 marketing professionals and experts who attended the event, it was an opportunity preview pathbreaking demo solutions made possible by Adobe Experience Cloud tools.
Please note: these solutions were developed for the Symposium event to showcase potential use cases.
Prevention is better than cure—even for your vehicle
How Adobe Experience Cloud could provide predictive recommendations using vehicle telemetry and IoT.
Current reality: You send in your car for servicing and end up receiving a fat bill for replacement of parts that have worn out.
What if: You could predict potential breakdowns and proactively maintain your vehicle to prevent having to buy new car parts?
The Adobe solution: Adobe Analytics uses the IoT data that is being relayed via the car’s OBD II port to build dashboards for you, the car owner, as well as the manufacturer. You get to see mileage, battery health, drive statistics, as well as overall driving status indictors based on quality of driving. You’re also alerted of a part that needs repair, a task that’ll be distinctly easier and less expensive to carry out than a replacement. The car manufacturer receives an overview of average statistics across their fleet of cars, as well as individual component level data. Using insights generated by this data, they can send you a servicing alert. Adobe Campaign and Adobe Audience Manager could be used to target the right customers and predict inventory requirements.
Other applications: This solution can be extended to the airline industry, as well as to manufacturers of heavy equipment.
Your face can be your fortune
Adobe Experience Cloud powering facial recognition
Current reality: In the online world, each customer’s purchase preferences and shopping histories are understood and used to make relevant recommendations. Brick-and-mortar stores, unfortunately, are unable to offer a similar customized experience.
What if: The online experience is replicated in the real world using the customer’s face as their unique identity?
The Adobe solution: Multiple Adobe tools like Adobe Analytics, Adobe Target, Adobe Campaign, and AEM screens, come together with facial recognition technology to provide an exclusive shopping experience for every consenting customer.
You provide a one-time consent to collect facial identity. Then, on each return visit the welcome screen identifies your presence and provides you with an exclusive set of recommendations based on your past purchases. It also sends a notification to store reps empowering them to offer you the meaningful shopping experience you crave.
Other applications: This solution can also be applied to other industries such as banking and airlines, where individual attention and recommendations elevate an average experience to an excellent one.
DJ, play my song!
Current reality: Generic dressing rooms in retails stores.
What if: The room’s ambient quality changes to suit individual style?
The Adobe solution: Adobe Target along with IoT devices connected with lights, fragrance generators, and music devices is used to customize the trial room based on what a customer is wearing, vastly improving the dressing room experience.
Other applications: This concept can be extended to places like hotels, hospitals, and other events where people have identity tags. Marketers can conduct tests of different experiences to understand what works best for different segments.
Content is king, make it stick
Dynamic personalization at scale.
Current reality: Most websites serve up the same home page content, regardless of the customer.
What if: A travel website offers customized home page content.
The Adobe solution: Adobe Target allows a travel website to create individual persona, based on past browsing history. An Adobe Experience Cloud custom solution works with Adobe Target and use this persona by selecting and summarizing details of all travel destination articles in the site, presenting a customized homepage. All this happens automatically without any custom coding and development for each article. When an adventure seeker, for example, visits the homepage they would see adventure details options based on their preferences, history and location. All available at a glance, delivered programmatically and seamlessly, without any custom development.
Other applications: Personalization at scale is an exceptionally useful tool that can be used across the media and entertainment industry to improve visitor engagement and overall experience.
Loans made easy, and secure
Smart lending using blockchain.
Current reality: Applying for a loan is an arduous task that involves cumbersome paper work, many interactions and significant risks for the lender.
What if: The process of receiving and giving a loan can be made seamless and paperless, as well as transparent and secure for both parties?
The Adobe solution: Using Adobe Experience Manager forms and Adobe Sign, in association with blockchain technology, a solution is possible that can solve these challenges. AEM forms and Adobe Sign help in digitizing the entire process, streamlining paperwork and manual interventions.
Once the bank disburses the loan, the entire loan transaction, collateral details, and documentation gets hashed and stored using the revolutionary blockchain technology. Since this storage is recorded in a decentralized manner, it is extremely difficult to hack. Going forward, every repayment is also hashed and stored in blockchain. This information can then be accessed by a consortium of banks to check the validity of the collateral during future transactions.
Other applications: Blockchain smart contracts can enable several capabilities. In case of a nonpayment, it can notify all the banks in the consortium, for example. It can also ease the loan closure formalities and send an alert to everyone involved.
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.
Head of GDC Digital Strategy, Innovation and Consulting CoE, Adobe Customer Solutions.
Prabu Purushothaman heads the GDC Digital Strategy CoE for Innovation and Consulting at Adobe. He helps clients solve their digital marketing challenges and achieve their digital transformation objectives. His expertise lies in combining Adobe Experience Cloud solution capabilities with latest technology trends like Augmented Reality and IoT. With a special focus on innovation, he has played a key role in building breakthrough customer experiences for global clients. He is an engineering and management graduate with 14 years of experience.