Companies that prioritise and invest in digital and customer experience initiatives have higher brand awareness, higher employee satisfaction, higher average order value, higher customer retention, better return on spend, and higher customer satisfaction than organisations that do not—so finds a new study by Forrester Consulting (commissioned by Adobe).
And as Summit 2018 kicks off in London today with 5,500 of Adobe’s top European customers, we are seeing experience business evangelised as an executive priority, as many large contingents of 30+ employees per company will be entering ExCel. This also matches the tone of the customer conversations I have every day on the front lines of Adobe’s business across Europe, Middle East and Africa: enterprises realise that making experience their business is—well—good for business.
Whether you’re coming to Summit for the keynotes (hello Virgin Atlantic, Sky, Ford, Anthony Joshua and Victoria Beckham); for the 110+ sessions and labs across advertising, analytics & data management, content & design, content & experience management, email & omnichannel marketing, marketing innovations, marketing operations, personalisation, or hands-on learning; or to chill out and see the Kaiser Chiefs—I invite you to keep these three “experience business” mantras in mind:
- Create urgency. How are you putting digital transformation on your stakeholders’ agendas? How are you communicating around this priority? Assess your competitive landscape while also benchmarking beyond your own industry—look to and learn from companies who are really making experience matter. Review how you are currently engaging with your customer and compare that with how you should be engaging in the 21st century, considering the hyper-distractive world in which they live. Many companies are often afraid to “go big”—why?
- Remember that digital transformation is a journey, not a destination. It is tempting to focus on how “behind the curve” you are. By continuing to remind your team and your stakeholders that transforming around the customer experience is a journey—with the rules changing at every turn and significant long-term investments at the helm—you will become a more collaborative and exploratory unit open to hands-on learning, proofs of concept, full platform integrations vs. one-off software purchases, and innovating through obstacles that stand in your way. I see many customers thinking that to transform they have to completely re-write the playbook. If you’re an age-old retail or banking brand, for example, it’s not a matter of digital or not—it’s looking at how you can integrate traditional and beloved offerings with new, digital technology.
- Be diverse and inclusive. The most transformative companies started their journeys from within. Don’t confuse digital transformation with “new technology” (although that helps). Not only must current people and teams work across borders and silos to evangelise the mission but hiring must go beyond just staffing for data or digital. By reviewing and improving hires around diverse demographics, you’ll innately incorporate a fresh mindset and help extinguish legacy challenges. Quite simply, diverse teams lead to better decisions.
Having previously lived in and managed businesses across the Americas and Japan, I see the urgency issue as an even greater challenge to European businesses, which face hundreds of years of brick and mortar legacy that’s often less apparent in other regions. Adobe understands this and is here to help—along with more than 5,500 of your peers from whom you can learn this week at Summit.
Strap in, enjoy the journey and make experience your business.