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Adobe: The power of personalisation in the age of digital experiences

By Catherine Knowles
Wed 28 Apr 2021
FYI, this story is more than a year old

Adobe’s Experience Platform has seen significant uptake across many different use cases and verticals since the offering was launched, the company has announced.

Adobe Experience Platform is an open and extensible enterprise platform that allows brands to unify data in real time, driving real-time customer intelligence and personalisation at scale, according to the company.

With Adobe, brands can build more complete customer profiles, get a complete view of the entire customer journey and use AI and machine learning to deliver personalised experiences at scale.

At present, large global organisations including The Coca-Cola Company, Hilton, The Home Depot, ServiceNow and Sony Interactive Entertainment utilise the Adobe Experience Platform as part of their digital experience strategy.

In fact, Adobe Experience Platform is now managing more than 17 trillion audience segment evaluations on average every day across its applications and services, the company states.

Adobe states that this follows a broader trend of businesses looking to better utilise their data and bring more personalised interactions to customers.

IDC Customer Intelligence and Analytics research director David Wallace says the right partner is crucial in utilising data and creating digital experiences.

Wallace says, “Investing in customer experience technology, such as Adobe Experience Platform, is imperative for any brand looking to grow and scale digitally.

"As brands look for the right partner to face today’s digital-first economy, prioritising customer data management is vital; without it, delivering compelling and personalised customer experiences in real time will be nearly impossible.”

Adobe Digital Experience Business and Worldwide Field Operations executive vice president and general manager Anil Chakravarthy says, “In just a year, companies had to become a digital-first business overnight. Adobe Experience Platform is the only enterprise platform that merges content, data and AI to make Customer Experience Management a reality.”

Adobe has highlighted specific customer wins with the Adobe Experience Platform, including ServiceNow, EY, TSB Bank and Panera Bread, across retail, technology and finance.

ServiceNow invested in Adobe Experience Platform to deliver a better B2B customer experience.

As ServiceNow’s data backbone, Adobe Experience Platform helps create a more complete view of the customer by bringing together disparate data sets and as a result empower teams to create customer journeys at scale.

This allows ServiceNow to deliver experiences and relevant interactions for the company’s nearly 7,000 enterprise customers across every touchpoint, including ServiceNow.com and branded emails, Adobe states.

EY is collaborating with Adobe to deliver a next-generation customer data platform that reimagines the digital experiences of its global clients.

Combining Adobe Experience Platform with EY Consulting teams’ insights enables the organisation to unite data across multiple sources to build a compliant, unified view of our audiences on both an individual and account level.

Panera Bread launched new customer services during the pandemic, including grocery services, contactless delivery and an initiative to combat hunger. As the economy reopens more broadly, the company is taking the lead again in redefining fast-casual dining.

Panera is using Adobe Experience Platform to activate data and meet the promise of real-time personalisation at scale for millions of customers.

This includes getting an accurate pulse on diner journeys as a customer moves across the Panera website, mobile app, in-store kiosks and marketing channels like email, all while integrating a loyalty program that is over 40 million members strong.

TSB Bank in the UK is partnering with Adobe to underpin new digital services to help customers and small businesses better navigate and manage their finances.

With Adobe Experience Platform, TSB Bank can identify the best way to help customers at the individual level via their preferred channels (online, mobile, phone or in-branch).

This includes options such as setting up direct debits to manage bills or guiding a new customer through the onboarding process.

With 7.5 million personal and business profiles accessible in a central TSB platform, the bank can now act on data in real time to better serve its customers, Adobe states.

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