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Adobe highlights customer experience as the gamechanger

Keeping the customer experience at heart, Adobe has launched its Experience Cloud, which has brought its Marketing Cloud, Analytics Cloud together with the newly added Advertising Cloud. With digital disrupting every industry now, Adobe believes that brands need to rethink their customer experience. They need to move to what it called a more ‘personal, consistent and elegant’ experience to stay ahead of the game.

“At Adobe, we believe experience is the great differentiator, the make-or-break attribute to ignite life-long customer advocacy and growth. Leveraging deep customer intelligence, Adobe Experience Cloud gives businesses everything they need to deliver a well-designed, personal and consistent experience that delights customers at every touchpoint,” said Brad Rencher, Executive Vice President and General Manager, Digital Marketing, Adobe as he kicked off the Adobe Summit in Vegas.

The Experience Cloud is built on the Adobe Cloud Platform, leveraging Adobe Sensei’s machine learning and AI capabilities; and combines a complete, extensible platform, comprehensive data and content systems and a partner ecosystem.

With the Marketing Cloud capabilities, the Experience Cloud offers marketers tools to manage, personalise, optimise and orchestrate campaigns and customer journeys. The Advertising Cloud capabilities allow marketers to manage advertising across traditional TV and digital formats, while the Analytics Cloud helps integrate audience data across all Adobe Clouds.

Besides the Experience Cloud, the technology firm also tied up with Microsoft on a set of joint solutions focused on transforming customer experience and launched new developer tools and partner integrations as well as new intelligence features for enterprises powered by Adobe Sensei.

Adobe’s partnership with Microsoft will help marketers integrate data across sales, marketing and services using Adobe Experience Cloud and Microsoft Azure, Dynamics 365 and Power BI.

“Today’s customers have high standards when it comes to brand interactions. Enterprise companies must deliver exceptional experiences at scale or risk losing customers to competitors. Bringing together Adobe’s and Microsoft’s sales, marketing and customer intelligence solutions enables brands to better understand and engage with their customers across all touch points,” said Abhay Parasnis, Executive Vice President and CTO, Adobe.

Adobe and Microsoft are also collaborating on a semantic data model for understanding and driving real-time customer engagement. This model will standardise how data is structured and vastly expedite the process of gaining insights from massive amounts of data.

“We believe the combined power of our technologies will allow enterprise businesses to harness their data in new ways, unlocking critical business insights and actionable intelligence. Together, we are delivering compelling and personalised experiences that will drive brand loyalty and growth,” said Scott Guthrie, Executive Vice President, Microsoft.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.