It’s a thrilling, albeit taxing time to be a brand. People today expect seamless and personalised moments with each company interaction, made even more apparent with the proliferation of devices and competition for attention. Deeply understanding each customer’s journey can’t be overlooked, and it’s often the difference between a brand’s failure and success. To create those compelling, personalised moments, or experiences, brands need to integrate content and data quickly and effectively, and at scale. But many companies miss the chance to surprise and delight due to their siloed data, which creates an incomplete view of the customer. 40% of brands note that obtaining a holistic view of customers across all interactions is a top marketing challenge.
Companies have historically bought and implemented a multitude of technologies across business lines to solve for disparate problems. In an age where customer experience is the currency for brand loyalty, that approach simply won’t work.
Enter Adobe Experience Platform, the industry’s first open and extensible platform that stitches data across the enterprise, ultimately enabling enterprises to deliver impactful digital experiences in real time. Earlier this year, we made Adobe Experience Platform available, to help companies accelerate their business transformation. With the goal to deliver business value that is central to customer needs and their specific implementations, we are announcing the first four use cases of Adobe Experience Platform that brands can leverage to make experiences matter and deliver on the promise of customer experience management (CXM).
- Real-time Customer Data Platform
The customer data platform (CDP) has emerged to help solve one of the most difficult challenges facing any brand today: delivering great customer experiences across all touchpoints. While a number of point solutions have adopted the CDP moniker and claim to solve this problem, the reality is that separate tools struggle to accurately deal with the complex, nuanced technological challenges that come with unifying data and activating it across channels.
With Adobe’s Real-Time Customer Data Platform, brands can bring together known and unknown customer data to activate customer profiles, and get access to intelligent decision-making throughout the customer journey. This helps bridge marketing and IT siloes so they can find meaning in disparate data sets, and achieve a more holistic customer view without complicated integrations of costly workarounds.
As a key use case for the Adobe Experience Platform, our Real-Time CDP helps brands truly centralise all consumer data in one location. And because it is built as an open and extensible ecosystem, enterprises can use APIs and tight integration with the rest of Adobe Experience Cloud to connect with other technologies in their marketing stack.
- Customer Experience Application Development
Organisations are constantly trying to find new ways to deliver more value to their customers through more timely and personalised interactions. Experience applications can be developed to achieve this business objective, but most brands don’t have the required specialised cloud infrastructure. For example, brands struggle with creating, looking up, and activating complete, real-time customer profiles in event-driven, external systems to determine and deliver a relevant customer experience.
Adobe Experience Platform is an open and extensible cloud infrastructure, built from the ground up to centralise data from any source, create and access real-time customer profiles, and integrate all required systems via APIs, allowing customers to quickly develop innovative experience applications to interact with consumers, faster and at scale.
- Customer Journey Intelligence
Obtaining the right data is just the first step to impacting the customer experience in a positive way– a brand also needs to understand what to do with it. But with endless amount of facts and figures, the act of making your data actionable in a timely fashion is nearly impossible. Companies are spending a fortune investing in teams focused on data cleansing, semantics, and pure data collection. It typically requires skilled data scientists who conduct intensive and time-consuming data exploration, paired with engineering, to develop machine-learning models for a brand. Net net: process is lengthy, the technology is complex and skilled data scientists are in demand.
Adobe Experience Platform gives brands data-driven methodologies, best practices, AI and business intelligence to enable real-time decisions and actions. By applying machine learning and AI to cross-channel data, brands shorten the time to insights, ultimately unlocking the power of the data and optimising processes company-wide. Data scientists of all skill levels will achieve insights faster to deliver more effective digital experiences.
- Delivery and Cross-Channel Experience
All of us, as customers, expect timely and relevant interactions with every brand we do business with. Without the knowledge of each customer’s path, from tablet to mobile to desktop for example, brands are blind to specific customer queues, and paralysed from customising moments.
With Adobe Experience Platform, brands can enrich the customer experience by activating centralised and standardised data across the enterprise via multiple channels in real time. Through integrations across Adobe Experience Cloud, brands can now have access to real-time and relevant experiences from streaming segmentation with behavioural data. As an API-first platform, data can flow freely between Adobe solutions and third-party software, empowering brands to build their own digital experience workflows. With Triggered Journeys, marketers can set up messaging that’s initiated by customers’ actions, and tailor each individual interaction based on past experiences.
Adobe is an integral partner with brands around the world, to truly transform their customer experiences, and each moment. Adobe Experience Platform is a key piece solving for that puzzle.