Adobe Experience Festival Unveils What it Takes to Deliver Amazing Customer Experiences

Held over two days, our first vir­tu­al event, Expe­ri­ence Fes­ti­val, was a huge suc­cess with thou­sands of par­tic­i­pants. For those that may have missed out, the event broad­ly explored the role of dig­i­tal trans­for­ma­tion in cus­tomer expe­ri­ence man­age­ment, with deep dive ses­sions into the role of AI in mar­ket­ing, sig­nif­i­cance of data ana­lyt­ics, con­tent veloc­i­ty and per­son­alised expe­ri­ences, among others.

We were hon­oured to have house­hold brand names par­tic­i­pate in the dis­cus­sion with us – from Twit­ter, Microsoft, RBS, Dou­glas, Allianz, Club Med, and Pen­guin Ran­dom House. They all shared insights into how brands can effec­tive­ly use dig­i­tal to con­nect more pro­found­ly with their audi­ences. Pen­guin Ran­dom House dis­cussed their own dig­i­tal trans­for­ma­tion sto­ry, explain­ing how the com­pa­ny tapped into con­sumer behav­iour online to con­nect authors and their books with new audiences.

Sev­er­al ses­sions focused specif­i­cal­ly on per­son­alised cus­tomer com­mu­ni­ca­tions, and its abil­i­ty to dri­ve sales and strength­en cus­tomer loy­al­ty. RBS shared their own expe­ri­ence rolling out one-to-one mar­ket­ing in “Always On, Always Per­son­al, Always Rel­e­vant”. Adobe’s own Axel Schae­fer and Andrew Hawkins talked about the impor­tance of brand rel­e­van­cy in “Expe­ri­ences should be per­son­al. Any­thing else is irrelevant”.

Of course, in today’s dig­i­tal mar­ket­ing world, any dis­cus­sion on dig­i­tal trans­for­ma­tion will soon­er or lat­er turn to the crit­i­cal area of data ana­lyt­ics, and this was nat­u­ral­ly the sub­ject of sev­er­al ses­sions. “Frag­ment­ed data is leav­ing your cus­tomers with flawed expe­ri­ences” explored how many brands are find­ing ways to con­vert sig­nif­i­cant amounts of data into use­ful insights. The ses­sion fur­ther out­lined the ways in which brands can extract more val­ue from their ana­lyt­ics by col­laps­ing data silos with­in their organisations.

Sev­er­al pre­sen­ters spring board­ed from data to AI, dis­cussing its poten­tial to ampli­fy human cre­ativ­i­ty in mar­ket­ing. Adobe experts led two pre­sen­ta­tions on the top­ic, “Between Busi­ness and Cre­ativ­i­ty: AI-dri­ven Cus­tomer Expe­ri­ences” and “Con­text Is Every­thing – The Role of AI in Mar­ket­ing”. In anoth­er ses­sion, “The future of work: Arti­fi­cial Intel­li­gence, sen­sors, vir­tu­al uni­vers­es and space pio­neers”, Futur­ist Sophie Hack­ford looked at how AI fits into the over­all mod­ern work landscape.

As you can see, the event cov­ered a lot of thought-pro­vok­ing top­ics, and those who tuned in took away use­ful learn­ings to get the most out of cus­tomer expe­ri­ence man­age­ment to cre­ate and deliv­er com­pelling, per­son­alised expe­ri­ences across the entire cus­tomer jour­ney. If you missed Expe­ri­ence Fes­ti­val, it’s not too late – as of today, all the pre­sen­ta­tion record­ings have been made avail­able online, (in Eng­lish, Ger­man and French). Head here to find out how you can tap into the lat­est in dig­i­tal mar­ket­ing to improve your con­nec­tions with cus­tomers, and build your bot­tom line.

If the Adobe Expe­ri­ence Fes­ti­val made you hun­gry for more insights on Cus­tomer Expe­ri­ence Man­age­ment and dig­i­tal trans­for­ma­tion make sure to join us live for Adobe Sum­mit in Lon­don on 15 – 16 May. Reserve your tick­ets here.