Improving customer experience in real time
Consumers expect more from brands than just products or services. They want highly relevant experiences from the moment they first interact with a company across websites, social media, email, mobile apps and other channels.
Adobe realises that traditional personalised communications aren’t enough to build strong, lasting customer relationships. Engagement with customers should evolve in real time, taking every interaction into account with the goal of presenting customers with the exact services, products and information they need at every point in the customer journey.
“Customer Experience Management (CXM) is at the core of everything we do,” says Anthony Ching, Adobe Sensei Product Management at Adobe. “There’s a lot of talk in all businesses about digital transformation and that is a critical step. But the next phase is to successfully use a digital transformation to achieve a customer-centric business transformation.”
Data unlocks potential
CXM is only possible through data. Understanding what customers are doing and how they engage with Adobe is key to discovering new opportunities, personalising experiences at scale and providing truly impactful customer experiences.
Using Adobe Experience Cloud solutions, including Adobe Analytics, Adobe Advertising Cloud and Adobe Campaign, as well as other data sources, Adobe brought together all possible sources of customer data—behavioural, transitional, financial and operational—into a single customer profile. The volume of data—and the variety of ways it could be interpreted—is tremendous, far more than any person or even most of today’s traditional tools can handle.
The answer is Adobe Sensei, Adobe’s artificial intelligence (AI) and machine learning technology. Using Adobe Sensei layered on top of the insights from Adobe Experience Cloud, Adobe has developed experience intelligence services that analyse data, predict the best ways to engage with customers, deliver those insights to teams that need it in real time and measure the effectiveness of the customer interactions afterwards. Marketing teams across Adobe work with the insights from next-generation Adobe Sensei services, currently in beta—Attribution AI, Customer AI and Journey AI—to understand how they can deliver richer experiences every time a customer interacts with Adobe.
“AI makes it possible to make sense of billions of customer interactions and use that intelligence to continually refine every customer experience,” says Ching. “With Adobe Sensei services, we’re using AI to help companies better understand their customers and make every customer interaction more personal. Adobe Sensei sorts through the complex data and gives us actionable information to help us better reach new customers and better serve existing ones.”