Get Ready For the Adobe Experience Festival

Customer Experience

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.


Customer Experience
John Watton

Posted on 04-02-2019

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