Personalization at scale remains an essential investment.
Businesses must continue to unify data and build out tech capabilities that support delivery of relevant experiences across the entire customer journey.
The State of Digital Customer Experience report examines how generative AI and personalization are transforming the customer experience landscape.
Adobe commissioned Oxford Economics to survey 1,500 executives and 4,000 customers across geographies and industries. Our research found that top executives are prioritizing personalization and that generative AI technology can help bridge the gap between customer expectations and business outcomes.
Businesses must continue to unify data and build out tech capabilities that support delivery of relevant experiences across the entire customer journey.
Resolving adverse issues quickly can translate into positive experiences that influence customers to stay with their favorite brands.
Satisfying expectations for positive experiences requires data protections and governance policies that support building trusted customer relationships.
Businesses should assess and adopt generative AI technologies from partners who prioritize its use in a responsible, ethical manner.
The majority of surveyed businesses are focused on using generative AI to support the following actions, including: