Meet the Adobe Experience Makers

Customer ExperienceDigital Marketing

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

Posted on 08-17-2017

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