March 27, 2019
The Adobe Experience Platform uses artificial intelligence and cross-functional data to map and manage customer experience
Channelnomics Staff
In the services-based IT market, customer experience is a growing concern. If customers don’t have a superior experience, they’ll defect to alternative providers and platforms. Adobe is diving into the customer experience management market with its new Adobe Experience Platform, which uses data from across the enterprise and artificial intelligence to map user profiles and experiences to personalize interactions and curate better outcomes.
The Lowdown: Adobe says the Adobe Experience Platform collects data in real-time from numerous sources — ranging from customer relationship management (CRM) to enterprise resource planning (ERP) to point of sales to Internet of Things devices — to understand user activity. The platform, which leverages Adobe’s Sensei artificial intelligence technology, enables businesses to recognize user needs, tailor experiences based on needs and profiles, and manage outcomes in near real time.
The Details: The Adobe Experience Platform provides numerous functions and features, including pipeline management, mapping to more than 50 predefined customer personas, real-time personalization capabilities, automated and on-demand intelligent decision making, and open APIs for integration with third-party applications.
The Impact: The beta version of Adobe Experience Platform is already being used by several retail and consumer companies, including Best Buy, The Home Depot, Verizon Wireless and Sony Interactive Entertainment. One beta user stands out, global systems integrator DXC Technology, which is using the platform to measure the efficacy and impact of its technology professional services in customer environments.
The Buzz: “Solving today’s data challenges requires a cloud-based, hyper-scale architecture with a rich data pipeline and real-time customer profile powered by AI and machine learning,” said Abhay Parasnis, executive vice president and CTO, Adobe. “Adobe Experience Platform is purpose-built for capturing, processing and actioning data in real time, enabling enterprises to deliver rich and relevant experiences to their customers.”
Channelnomics Point of View: Adobe bills the Adobe Experience Platform as the first real-time suite for measuring and managing customer experience. In truth, Adobe’s entry is the latest in a small but growing crop of tools for measuring and managing customer experience and satisfaction. These tools will become increasingly important to technology vendors and channel partners as the services-based model becomes the dominant route to market for IT goods and services. Customer experience will become a primary measure of partner performance and value, as vendors’ channel goals are quickly shifting from having partners acquire new business to retaining customers in services contracts.
