Creating a Connected Customer Experience Using Adobe Experience Cloud

Today’s economy prioritizes customer experience requiring businesses to reevaluate their approach to data, redefine what value means, and adopt innovative strategies. Recent years have witnessed significant changes in consumer behavior, making it more challenging to comprehend their preferences and motivations. Moreover, there is a need to compete with countless other stimuli that vie for their attention each day.

Customers frequently experience disjointed and isolated interactions which can result in dissatisfaction and ultimately cause them to leave a website and abandon their shopping cart. This problem is often caused by organizational platforms that are siloed and not integrated. To tackle this issue, organizations must focus on connected experiences. Businesses should formulate a clear vision and a well-defined strategy to provide purposeful visuals of value to their customers.

One such strategy uses three tools (Adobe Workfront, Adobe Asset Essentials and Adobe Journey Optimizer) to provide connected web and email experience. Retail brands often have heavyweight DAM applications. Images of retail items are placed on the website. Then, the responsible asset manager will analyze metrics such as clicks or purchases for each image using a tool like Adobe Analytics to determine how effective the image is in converting orders. Many assets go through an asset approval process in Adobe Workfront. Based what they learn in Adobe Analytics (or another preferred tool), an Adobe Workfront manager can assign a specific asset for an email campaign. The asset becomes a content source in multiple places, connecting the customer’s web and email experiences.

The image and steps below further depict the process described when considering an asset that is already on the website, for example. 

1. In Workfront, assign the task to approve the asset for email marketing.
2. Once approved, move the asset to the folder assigned for asset sharing, which is visible in Adobe Journey Optimizer.
3. Identify the audience who has interacted with the asset previously, in Adobe Journey Optimizer with Adobe Experience Platform Edge streaming, Analytics or a database feed.
4. In Adobe Journey Optimizer, use the asset in targeted emails to the identified audience, solidifying the connection between the channels where the customer is interacting..

By providing connected, personalized and seamless experiences at every touchpoint, we have simplified the inclusion of the right audiences while striking a balance between using the right technology platforms and human expertise.

I'll be publishing a demo soon which will appear in another blog entry. Look out for that!

If you want to know more about how you can make your customer experience more connected, contact 3|SHARE.