Why is Adobe in the CxM market ?
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Presented in November 2011 in Riyadh / Saudi Arabia to the Enterprise partner community.
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Why is Adobe in the CxM market ?
- 1. Agenda Welcome Adobe & Customer Experience Management Introducing the Adobe Digital Enterprise Platform Customer Experience Solutions – Part 1 Customer Experience Solutions – Part 2 Partnering with Adobe 13:00 Closing comments © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. Adobe MENA Ashraf Jarad , Account Manager / Saudi Arabia Dieter Hovorka, Technical Manager Solution Consulting EMEA Adobe MENA Established HQ in Dubai, May 2009 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 3. Selection of Adobe Enterprise Customers in MENA © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 4. Agenda Welcome Adobe & Customer Experience Management Introducing the Adobe Digital Enterprise Platform Customer Experience Solutions – Part 1 Customer Experience Solutions – Part 2 Partnering with Adobe 13:00 Closing comments © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 5. Adobe® Digital Customer Experience Management Dieter Hovorka | Technical Manager MENA/MED/SAH, Solution Consulting © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 6. Changing the world through digital experiences © 2011 Adobe Systems Incorporated. All Rights Rights Reserved. Adobe Confidential. 2011 Adobe Systems Incorporated. All Reserved. Adobe Confidential.
- 7. We Will Change the Enterprise. CEM Leadership is Rightful Heritage. Adobe in the Adobe Revenue Enterprise Rich Internet Applications Addressable Markets $3B Interactive Media/ Websites $2B Electronic Documents $500M Publishing Time © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 8. New Interaction Channels are Changing How Consumers Engage Research Receive mobile product online ad for product Join Facebook community for Receive promo Search online product for product for product Buy View video for accessories newer product in store Research See TV ad accessories for product for product Visit store Receive to get help product with product updates Buy Visit store product for help online © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 9. IT Needs to Respond with Agility to Changing Landscape © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 10. Digital Wave is Changing All Aspects of Business © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 11. The winners’ circle: One out of nine © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 12. The Customer Experience Management Opportunity THE CUSTOMER Context + Experience Corresponden In Mobile Social Web Email Phone Print ce Person CUSTOMER EXPERIENCE MANAGEMENT Marketing Customer Retail Global Sales Call Centers Services Support Operations Distribution “BACK-END” SYSTEMS OF RECORD (ERP, CRM, ECM, PLM, …) THE COMPANY Brand + Business Goal © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 13. Customer Experience Impact: Three Pressure Points on the Business or Mission End User LOB/Marketing IT © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 14. Customers have been retrained to expect seamless experiences in front of a screen COMFORT EDUCATION ENTERTAINMENT WELLNESS FINANCIAL I am your customer or employee End User © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 15. Customer Experience Innovation…for the past five years © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 16. Business & marketing professionals see the opportunity to differentiate COMMUNITIES DEVICES CONTENT TOOLS TRADITIONAL LOB / Marketing © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 17. Experience impacts the bottom line Channel friction Brand extension Churn Community support Low ROI Self service Brand erosion Product insight Increased Cost Loyalty Sales acceleration Negative Positive © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 18. IT professionals are adapting to rapid digital change CLOUD MOBILE MULTI- APPLICATIONS USERS CHANNEL IT Department © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 19. To the user, the interface is the system User IT © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 20. Adobe Provides the Next Generation of Digital Customer Experience End user LOB/Marketing IT © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 21. It Takes A Complete Approach © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 22. An Approach that is Uniquely Adobe © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 23. The Customer Experience Management Opportunity THE CUSTOMER Context + Experience Corresponden In Mobile Social Web Email Phone Print ce Person Marketing Customer Retail Global Sales Call Centers Services Support Operations Distribution “BACK-END” SYSTEMS OF RECORD (ERP, CRM, ECM, PLM, …) THE COMPANY Brand + Business Goal © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 24. ?? ? © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Notas del editor
- 9:30 Welcome9:40 Adobe in Customer Experience Management10:00 Introducing the Adobe Digital Enterprise Platform10:20 Break10:40 Customer Experience Solutions11:00 Vertical approaches for CEM11:20 Break11:40 Sizing and Licensing12:00 Break12:30 Partnering with Adobe13:00 Closing comments
- 9:30 Welcome9:40 Adobe in Customer Experience Management10:00 Introducing the Adobe Digital Enterprise Platform10:20 Break10:40 Customer Experience Solutions11:00 Vertical approaches for CEM11:20 Break11:40 Sizing and Licensing12:00 Break12:30 Partnering with Adobe13:00 Closing comments
- 9:30 Welcome9:40 Adobe in Customer Experience Management10:00 Introducing the Adobe Digital Enterprise Platform10:20 Break10:40 Customer Experience Solutions11:00 Vertical approaches for CEM11:20 Break11:40 Sizing and Licensing12:00 Break12:30 Partnering with Adobe13:00 Closing comments
- Introduction Adobe Enterprise Technologies
- How many companies capitalize fully on the well-documented connections between customer experience, customer advocacy and economic performance? Only a handful. Our latest study of 140 US consumer products and consumer services companies measured relative growth and profitability along with brand equity, Net Promoter scores and other gauges of customer satisfaction. We turned up just 15, or about one out of nine, that were leaders on all these measures. Little surprise that the list includes so many household names:
- Let’s start by telling you about me, because it is important for you to understand who I am if you are going to serve me well. Let me tell you about how I live my life, because even though I assume you are like me and you live your life this way too, I sometimes wonder if you have really internalized this. In the past, when I needed to get somewhere, this is what I used to use – do you remember this? It is a cartographical representation of lines that when I study it really carefully tells me where I need to go. But why would I need this, when I have this (hold up geolocation device) With this neverlost, I don’t have to know how to get where I am going because it knows where I am and tells me where I need to go. It performs all sorts of calculations for me that I don’t understand and frankly don’t really care to understand because it can calculate my route faster and with much less brain damage than I could in the past, and I can program it to tell me where I am at any single point in a sexy Australian or Italian accent.I also like to stay fit. In the past, I used this – a gym card – I used to go and try to follow the workout that was posted on the Board. But now I use this (target my health monitor). Now I can constantly upload my metabolic activity at any time during my workout and can tell exactly how much progress I am making. I can download workouts from my friends or my favorite wellness community online. I can monitor other people’s progress and match it against my own and revise my goals to be more aggressive if I feel like being a bit more competitive.I hate managing my finances, but I know I have to do it. The problem is I seem to never have time, given that my work and personal life have seemed to blur quite a bit. (use device to show financial mgmt)
- “I am your enterprise – LOB/Marketing”I think I know you, but my results are saying I really don’t. Monthly churn is up and new subscription numbers are down. The problem is multi-faceted. Some things I have deployed myself help me with more analytics on your behavior when you come to my site, but when I go to my IT department and describe to them the consistent experience across channels that I want to create, they nod their heads yes but they can’t seem to deliver what I want when I want it. They build things that look different every time – I lack the ability to target content to you when your most ready to get it, and with the context that you require (with full understanding of your social graph, and your call-center history, your browsing patterns, how many times you look at communication that I send to you. I’m not really providing you personalized service in the way you expect it. I need you as a customer, and my data tells me every campaign I run or my LOB sponsor runs should create more touches and more affinity for the brand, but IT tells me its more complicated in our case. There are back-end systems containing critical customer information and spending history to connect to, and linking this data to applications that run consisitently across all platforms and devices can’t be delivered. I know the technology exists. I know I should be able to interact more effectively with you and I should be able to improve the outcomes of many of my campaigns. Like inviting you to a real-time chat session when you are struggling to fill out an application, or being aware of what you did when you clicked on a mobile add and then came to the web to research the products. My competitors are passing me by. I am seeing incredible innovation in the market…please help me
- Because I am a digital equal in your IT department. So whether you do it intentionally or not, you are defining my experience and how I will work for your enterprise. If you insist on clunky systems that force me to trans navigate channels or sort through meaningless content. I will create channel friction or leave. I won’t buy a second time and I will spread the word about your crummy experiences that will increase your costs and decrease your sales. I won’t do it out of frustration, I’ll do it out of duty to my reference community. But if you provide easy experiences with intuitive design, I will work hard for you. I will extend your brand and work in your community. I’ll give you insight into products and increase your sales. I am an equal, you have to understand how I operate.
- “I am your Enterprise IT Department”Last week my CMO sent the requirements for the new campaign to target millenial banking prospects, as well as existing customers. She wants every campaign to look and feel the same, to render the same consistent experience, and take advantage of all our data collected through every interaction we have with our customers, and to reduce the cost of keeping my customers. Just the week before, my head of customer service said he can’t run his call-center effectively with all the applications his customer service reps have to deal with, and he doesn’t understand why it is so difficult to build something that could so easily improve their customer service performance and reduce call volume, wait times, and case resolution rates. I am constrained for budget in this economy but these projects are revenue generating so they have been ranked as top priority. I have to solve his problem or I am afraid I will lose my job.I run Siebel CRM, SAP ERP, and IBM websphere. I know the sales reps pretty well so I asked them to help me. Each of them presented something different to me and truthfully seems to have cobbled together a solution that doesn’t satisfy the needs of either the CMO or my head of customer service. I have an old ECM system that can’t handle the new web very well let alone mobile, so I am struggling to figure out how to tie my content delivery capabilities to the applications I need to build I need someone who understands IT but also can help me with the design requirements. Both my CMO and head of service are pushing Adobe…I need to understand this more.
- Enterprises don’t think about building experiences this way. I live outside your architecture where my video games mimic my movement, where I have a thousand personal trainers at my disposal 24 hours a day and where cartographers guide me through the night in a sexy Australian voice. And if you want to hold my attention or take a part of my income or my employers budget, you better be ready to reach me where I want to be reached and make things interesting and easy for me.
- Logos for Nike, Rosetta, Credit Agricole, MTV, Conde, Audi, UBS, Sysco, Chartis, Daiwa, Hyatt