Adobe Digital Dialogue

Meet the Adobe Experience Makers

What does it take to build an expe­ri­ence busi­ness in Asia Pacif­ic? Find out from the busi­ness and mar­ket­ing minds who are cre­at­ing today’s excep­tion­al cus­tomer expe­ri­ences – mak­ing them authen­tic and rel­e­vant, even in emerg­ing mar­kets.

Adobe Expe­ri­ence Mak­ers is a four-part pod­cast series about those work­ing behind the scenes to craft smarter, more mean­ing­ful inter­ac­tions that tap into the spe­cif­ic needs of cus­tomers in a region of stag­ger­ing diver­si­ty, where no two mar­kets are the same.

In-depth inter­views explore the cre­ative and cus­tomer-cen­tric think­ing that brands are using to change the way they do busi­ness, whether that busi­ness is con­sumer-fac­ing or B2B; sell­ing high-val­ue or dis­cre­tionary items; one-off pur­chas­es or sub­scrip­tions.

You’ll hear about the philoso­phies and prin­ci­ples that guide lead­ers such as Azran Osman-Rani, CEO of mass mar­ket enter­tain­er iflix Malaysia. By putting the needs, tastes and habits of cus­tomers first, iflix is able to bring movies and TV to mil­lions of mobile con­sumers.

In the first episode of Adobe Expe­ri­ence Mak­ers, Osman-Rani reveals a dynam­ic, yet deeply respect­ful atti­tude to social, tech­ni­cal and eco­nom­ic fac­tors in Malaysia and near­by emerg­ing mar­kets. The for­mer boss of bud­get air­line Air Asia X shares his love of cul­ture and explains how this sup­ports his cur­rent role. A com­mit­ment to local con­tent, expec­ta­tions and trends helps iflix build audi­ence loy­al­ty and fend off the Hol­ly­wood-stocked com­peti­tors.

Some west­ern influ­ences are sim­ply inescapable, how­ev­er. In our sec­ond episode of Adobe Expe­ri­ence Mak­ers, our guest cred­its a cer­tain cook­ing show for break­ing down bar­ri­ers. CEO of Elec­trolux India, Vinay Dix­it, calls it the Mas­terChef effect — where cus­tomers are inspired to ven­ture out­side tra­di­tion­al cook­ing tech­niques and pur­chase items such as their first oven.

It’s a big deci­sion for the con­sumer, and a big oppor­tu­ni­ty for the appli­ance brand to win and retain the cus­tomer. Dix­it has spent much of his career research­ing con­sumer habits and trends. He shares his insights on build­ing trust and explains how, despite the bulky nature of these big-tick­et con­sumer items, Elec­trolux is using dig­i­tal mar­ket­ing to stay vibrant, rel­e­vant and nour­ish these cru­cial rela­tion­ships for the long term.

Peck­ish? Episode three will have you crav­ing your favourite feast, burg­er or cur­ry. In fact, what­ev­er you fan­cy, chances are Simon Rossi, the APAC Gen­er­al Man­ag­er of UberEATS knows exact­ly where to get it. Cre­at­ed off the back of ride-shar­ing dis­rup­tor Uber, UberEATS is pri­mar­i­ly a food deliv­ery ser­vice where con­sumers order via a mobile app. In cities such as Sin­ga­pore, hun­gry con­sumers are spoiled for choice. What’s dif­fer­ent is the two-way plat­form, where restau­rants them­selves also ben­e­fit from use­ful data and insights. As Rossi explains, it’s an approach that sup­ports their sup­pli­ers and encour­ages inno­va­tion. Some are even using UberEATS to exper­i­ment with online-only busi­ness mod­els – that is, restau­rant-qual­i­ty kitchens with chefs cook­ing exclu­sive­ly for deliv­ery.

In this era of dis­rup­tion, we’ve come to expect the unex­pect­ed from new­com­ers. How­ev­er, brands with lengthy her­itage are not with­out their sur­pris­es either. In our fourth episode we meet Naveen Rajdev, the Chief Mar­ket­ing Offi­cer at Wipro who is chang­ing the way this glob­al IT ser­vices com­pa­ny com­mu­ni­cates with cus­tomers and its own employ­ees.

Wipro’s offer­ings are B2B and most of its rela­tion­ships span decades, but those with­in the organ­i­sa­tions are youth­ful, dynam­ic and above all, indi­vid­u­als. Rajdev explains his peo­ple-cen­tric phi­los­o­phy and reveals some sur­pris­ing chan­nels for com­mu­ni­ca­tion.

Join hosts Siva Gane­shanan­dan, APAC Direc­tor for Adobe Expe­ri­ence Cloud and Janie Lim, APAC Mar­ket­ing Direc­tor for Adobe’s Dig­i­tal Media Busi­ness for this series of insight­ful inter­views. From sophis­ti­cat­ed cities to excit­ing emerg­ing mar­kets, Adobe Expe­ri­ence Mak­ers are cre­at­ing excep­tion­al expe­ri­ences where dig­i­tal and diver­si­ty meet.

Customer Experience, Digital Marketing

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