M+E Connections

After undergoing its own digital transformation, Adobe is helping other companies with their own digital journeys and the company has identified six key areas of focus around which its customer experience management (CXM) initiatives can help them achieve their own digital transformations, according to Anil Chakravarthy, Adobe EVP and GM of digital experience.

“The question I am asked consistently by customers around the world is, ‘How did Adobe do it?’” he said March 31, referring to its digital transformation, in a webcast that was part of the virtual Adobe Summit “global digital experience” the company held online in lieu of its annual in-person event in Las Vegas.

“Our customers understand the need to transform; their real challenge is how to do it,” he noted, adding: “No matter what industry you are in, it is important to have a blueprint to accomplish this kind of transformation. You need to have a playbook.”

Adobe has identified six key areas of focus, around which its “CXM Playbook” provides customized and personalized best practices, he said:

• Digital First: Ensuring that strong digital leadership is core to a company’s strategy and seen as a competitive advantage.
• Data and Insights: Making data broadly available to employees so that it provides insights to inform business decisions.
• Scalable Content: Making content that is available at scale, across any channel, and based on customer needs and context.
• Optimized Personalization: Designing and measuring experiences that nurture customers.
• Customer Journey Management: Building cohesive customer experiences that can be delivered across channels, personalized, and optimized through automation and artificial intelligence (AI).
•Pervasive Commerce: Embedding shoppable experiences across every channel to drive digital revenue growth and foster customer lifetime value.

“Taken together, these six areas of the ‘CXM Playbook’ provide you [with] a comprehensive blueprint to become an experience business,” Chakravarthy said.

“To build this playbook, we have distilled the learnings from our own experience as well as the experience of working with the greatest brands in the world, across every industry and every geography,” he pointed out.

The Playbook, available now on Adobe.com, “addresses the fact that digital transformation isn’t just about technology – it’s as much about people and processes and creating new DNA withing your company,” he told viewers. A new mobile app will be made “available later this year so that you can learn and engage when you’re not in front of a computer,” he added.

Going on to tout Adobe’s Sensei AI and machine learning platform, he said the company filed more than 400 patents globally last year and “more than 30 percent of those were specifically related to AI and machine learning.”

Since the company introduced Sensei four years ago, “we have launched hundreds of new AI-powered features and capabilities across our entire portfolio,” he said, adding: Those capabilities help companies “automate otherwise tedious processes and give you pinpoint insights with very powerful predictive tools,” while also helping to provide truly personalized experiences in real time, which is unique across the industry.”