Bose is a brand known for excellence in audio equipment. Whether you’re at home, sitting in a concert hall, working in the office, or just working out, Bose offers dozens of headphones, speakers, and other audio devices for any situation.

With such a wide variety of products spread across hundreds of international websites, Bose wanted to help its global customers find what they needed faster. To do so, Bose turned to a trusted leader in digital customer experiences: Adobe. Using Adobe Experience Cloud applications, Bose gains all the capabilities needed to understand customers, deliver content that customers want, and personalize experiences by providing the most relevant and engaging products, visuals, and information.

But customers visiting Bose websites are often not looking for just one thing. They might want different types of noise cancelling headphones for jogging, working, and sleeping. Other customers might be looking for speakers that will fill their homes with music and let them take it on the go.

“When we first started working with Adobe Experience Cloud, we focused on learning as much as we could about the individual apps,” explains Taki Tsaklanos, Center of Excellence Lead, Customer Experience Technologies at Bose. “Then we started bringing the apps together, taking advantage of the integrations between them for insights that drive customer experiences. The next stage is creating digital customer journeys that span multiple product lines. To do that, we need to continue to break down internal silos.”

Bose decided to create a group to focus on the company’s marketing technology and bridge the gap between content and technical teams. The group, called the Adobe Center of Excellence at Bose, serves as a central resource where teams across the company can learn how Adobe Experience Cloud applications work together, how to get the best results for their marketing or analytics goals, and how to build more advanced personalization strategies to reach customers around the world. Members of the Center of Excellence are expected to think outside of the box and help teams gain the skills and knowledge they need to support digital initiatives across Bose.

While working with Bose to set up the Center of Excellence and bring a greater focus to personalization across the company, Adobe Senior Customer Success Manager (CSM) Anne Krengel integrated Adobe Experience League into conversations and suggested ideas and techniques to help employees take advantage of its many free resources to advance Bose business goals. The Adobe Experience League platform serves as a hub where Bose employees can learn and connect with others facing the same marketing or technical challenges.

“When I first saw Adobe Experience League, I was pleasantly surprised that Adobe had so many resources available in one place,” says Tsaklanos. “There are guides, documentation, courses, tutorials, release notes, demos, and a community. I started seeing team members sharing Adobe Experience League links amongst themselves. I knew that it was going to become a backbone of learning.”

Finding answers to questions fast

Knowledge is an important factor in creating experiences at Bose. The more employees that understand how Adobe Experience Cloud applications work, how their functions synergize, and how they can gain a deeper understanding of customers through Adobe Experience Cloud, the more personalized experiences they can build.

Barbara Kiszka, an Infrastructure Engineer specializing in website QA at Bose, works closely with Adobe Experience Manager to support several hundred websites. “Adobe Experience Manager is just a solid product you can trust. It’s very easy to work with, but if you look under the hood, you can find so much advanced functionality at your fingertips,” says Kiszka. “That’s where Adobe Experience League makes a difference. We can dig deep into very specific settings, learn how they work, and decide what’s the best option for our goals.”

Adobe Experience League offers a comprehensive selection of this sort of detailed knowledge packaged in simple and easy-to-understand language. When Kiszka first joined Bose and needed to learn Adobe Experience Manager fast, the recommended courses helped her get up to speed. When she wants to look up a specific setting or investigate an error, Adobe Experience League also has the answers to those questions.

“If I encounter an issue, I can usually find an article on Adobe Experience League that explains in just a couple paragraphs what I’m seeing, what’s happening, and how to fix it,” says Kiszka. “I don’t have to search through a dozen pages. It tells me exactly what I need to know.”

The developers working with the Adobe Experience Manager deployment at Bose rely on Adobe release notes and product documentation to keep on top of any changes that may affect the functionality of the company’s websites. Kiszka also relied heavily on Adobe Experience League when she helped with the migration from Adobe Experience Manager 6.3 to 6.5.

“We were jumping a version, and there were some significant changes that we needed to prepare for, but the migration guide in Experience League clearly laid out everything we needed to know,” says Kiszka. “We all held our breath when we switched over, but there were no problems. It was an incredibly smooth transition because Adobe Experience League helped us get so prepared for the migration.”

Nurturing comprehension for high-level strategies

Adobe Experience League is not just good for building specific technical skills. It also helps distribute knowledge and provides a wide range of teams with core understanding of complex, high-level topics such as Journey Orchestration. Providing the best possible customer experience requires input from analysts, marketers, web developers, designers, and many other diverse skillsets. Adobe Experience League provides simple video overviews that get everyone on the same page before collaborating on a project.

“One thing that stands out for me about Adobe Experience League is the variety and breadth of information,” says Tsaklanos. “There are courses for long-term learning, tutorials that give you quick answers when you need them, and a community that will work through complex issues with you. Sometimes you’re looking for an in-depth demo of a new function, but other times you just want a quick refresher to remind you how a feature works. Adobe Experience League has it all.”

Sharing Adobe Experience League across the company

Bose developed a program with guidance from Krengel that it calls the Adobe Ambassador Network to distribute and disseminate Adobe Experience League information to Bose teams. Each of the program’s six ambassadors represents a specific function of digital marketing at Bose, such as web personalization, email marketing, or audience segmentation. One of the jobs of the ambassadors is to filter through the information in Adobe Experience League and share links relevant to top Bose projects with their coworkers.

“There's so much excellent information that we were concerned people might lose track of the big picture of what they're learning,” says Tsaklanos. “The ambassadors curate and distribute the most important links to people working in their particular field. While most people browse Adobe Experience League themselves, the ambassadors help highlight key information for any position.”

Bose is looking at how else it can encourage more employees to take advantage of Adobe Experience League. It plans to expand the ambassador network to reach more teams, initiate programs such as “lunch and learn” sessions to discuss Adobe Experience League resources, and even possibly define KPIs around Adobe Experience League usage to promote learning. Additionally, Adobe Senior CSM Anne Krengel devised roundtable sessions with Bose to dive into Adobe product adoption scores and provide Adobe Experience League materials that will boost scores in targeted areas to support key Bose business objectives and success metrics. Krengel also provides monthly newsletters highlighting specific resources and upcoming Adobe webinars to make it easier for Bose ambassadors to find relevant content.

“Adobe Experience League embodies what I refer to as ‘social capital’,” says Tsaklanos. “It’s the idea of people coming together from across individual areas and creating something by combining their talents. When we can create around Adobe, that’s where the magic can happen. Adobe Experience League is helping us build those skills that employees need to come together and create optimal experiences for Bose customers.”

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