Tomorrow we host our first-ever virtual conference on Customer Experience Management (CXM), Adobe Experience Festival. Spanning the 3rd and 4th of April, and being held simultaneously in English, French and German, this virtual conference will help re-shape the conversations the industry is having about how to make your organisation more experience-driven.
We’re delighted to bring you an event brimming with in-depth discussion and practical guidance on how to create and manage customer experiences at scale, regardless of where you’re watching in the world. With over 20,000 marketers, creatives and IT professionals registered to attend, this will be an amazing opportunity for the CXM community to come together.
Music to our ears
But what does a first-class customer experience actually look like in reality? Let me give you an example by donning our headphones and plugging into the music industry.
Following years of decline, the music industry has been saved by the meteoric rise of streaming services such as Spotify and Apple Music. In fact, speaking at a Grammy Awards party earlier this year, Universal Music’s Lucian Grainge described his company’s $7.1 billion in sales as the ‘best year for any music company, ever’.
But why has the likes of Spotify thrived and scaled so successfully? It’s not just access to its 40-million strong song library – after all, listeners now take unlimited access to media for granted. What truly sets the service apart is the experience it delivers on top of the music, including highly-personalised recommendations and the ability to easily share your favourite tracks with friends.
This is why Spotify has successfully scaled into one of the biggest players in the streaming game – it’s a company that’s taken the culture of music, which was so integral to the vinyl and CD generations, and enhanced it for a digital audience.
Ultimately, no matter what product or service you’re selling, people’s expectations remain sky high. We live in a world of infinite choice, where amazing experiences are what separate leading brands from the competition.
Bringing art and science together: Customer experience management
Creating these industry-defining experiences relies on doing things differently, especially when it comes to content. It encompasses everything from the type of content you’re creating to the way you’re delivering that content across multiple platforms, and how you understand the impact of that content on the customer.
And while the concept of the customer experience has been around for hundreds of years, true CXM is a new category. It’s a new way of connecting the art and science of marketing and customer interactions together.
To help businesses understand what it takes to successfully manage customer experiences and become leaders in their industries, The Adobe Experience Festival will bring together some of Europe’s most innovative brands, including Allianz, Club Med, Twitter, Microsoft, and Royal Bank of Scotland, who will share their unique views.
At Adobe Experience Festival, we’ll reveal the five fundamental pillars of modern customer experience management and explain how to establish these in your organisation. From a unified view of customers, to cross-channel orchestration, to AI-fuelled intelligence, expect a deep dive on the business technologies that matter today.
After all, one of the keys to Spotify’s scaling success lies in using technology to tune its vast reserves of data in order to create customer experiences that deliver new business value. However, many companies are struggling to bring all their data together in one central reservoir to give them the insights to drive amazing customer experiences.
Scaling becomes incredibly tricky when your data is languishing in different systems spread across numerous locations, which is why a key focus of The Adobe Experience Festival will be exploring why technology holds the answer to marrying all that data together in one integrated system.
A virtual conference of digital inspiration
Whether your focus is on more creative content, improving your analytics, understanding the potential of AI, or learning which digital trends are becoming important in 2019, we’ve prepared two days of sessions to answer your questions and inspire you with new ideas.
It’s not too late to join us at the Adobe Experience Festival tomorrow and the day after – on the 3rd and 4th of April – and find out where the opportunity lies for your company.
Click here to register for your free all-access pass.
And for more information, including the agenda and speakers list, you can visit the English, French or German sites.
And of course, follow what’s happening at the Festival in real time on Twitter by using the hashtag #ExpFestival.