Adobe unveils Adobe Experience Manager as a Cloud Service to transform customer experience

Brands must put an end to the content chaos if they are to better personalise the customer experience, improve customer retention and ultimately establish market superiority. To help with this, Adobe has launched Adobe Experience Manager as a Cloud Service.

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Today’s customers are more demanding than ever before. They have more choice, are better informed and are less loyal to brands than they once were. In response, brands need to get better at attracting and retaining customers, delivering the right message in time and on the right channel, platform or device.

To help brands rise to this challenge, Adobe has launched its flagship content management system, digital asset management and customer communication application – Adobe Experience Manager as a Cloud Service.

Built on Microsoft Azure and leveraging AI capabilities powered by Adobe’s Sensei, the cloud-native solution provides customers with a scalable, secure and agile application that accelerates the delivery of personalised omni-channel experiences with PaaS-like agility.

“Our strategy has always been to change the world through digital experiences,” said Paul Robson, VP of International at Adobe, speaking at the press launch. “Experiences have been at the core of our mindset and our philosophy... and experiences are at the core of everything that Adobe has done since founding the company.”

Robson hailed the development as a game-changer for brands, saying that it empowers them to create radically transformed, market-leading customer experiences at scale and speed. “It supercharges their ability to deliver personalised experiences across multiple platforms, be it a website, mobile device, interactive streams, IoT or physical.”

Adobe counts global brands such as Vodafone, Virgin Atlantic, McLaren and Three in the UK among its Experience Manager customers. By delivering the application now as a cloud service, Adobe now offers enterprise-level and mid-size companies a globally-available foundation that can be integrated into existing infrastructures.

Pilot customers including mapping software company Esri, Under Armour and Adobe-owned reported significant productivity gains, while halving the amount of time it takes to publish new content across the various digital channels.

“Becoming an early adopter of the cloud service was incredibly attractive to us,” said Steve Schultz, head of marketing technology at Esri said at the launch. “Instead of dealing with large-scale deployments of software updates to our site, cloud service is constantly updating. We think this process of continuous integration offers huge benefits as the risk of errors occurring during deployments are far reduced.”

Overcoming omni-channel challenges

The launch of Adobe Experience Manager as a Cloud Service comes at a time when brands are looking to overcome some of the key challenges to deliver stand-out customer experiences. In particular, businesses have large volumes of content that they need to store, locate and publish across a wide range of digital platforms. Furthermore, brands recognise that this content is unlikely to work if it isn’t personalised to the audience and their interests, especially given research has shown the average attention span of humans to be just eight seconds.

At the same time, CMOs are keen to leverage customer data as best as they can to personalise the experience for their customers.

All of this can make life difficult for brands, but they recognise that greater personalisation offers them an opportunity to differentiate themselves from the competition. Indeed, a Walker study found that by the end of 2020, customer experience will overtake price and product as the key brand differentiator. This study is supported by similar research from Adobe, which found one in three customers will move brands based on poor experience.

Why is this important to CIOs?

All of these challenges involve the CIO more than you might think. In the past, the CIO may have seen customer experience comprising everything from website development and email marketing to the bricks-and-mortar in-store experience to be the role of the CMO, or another part of the business. Once business decided what they wanted, IT would simply build and support it.

This is changing thanks to new IT purchasing behaviours, a wish from leadership for CIOs to drive new business growth and career-driven CIOs increasingly coming from business background.

With Adobe Experience Manager as a Cloud Service, CIOs can finally deliver a technology solution that supports CMOs – and the business - at pace.

“With Adobe Experience Manager as a Cloud Service, CIOs don’t have to worry about building in down-time to accommodate version upgrades, and because it’s constantly updated, CIOs can relax, safe in the knowledge that the production environment is configured and constantly maintained and secure by default. 

“These things combined mean that all CMOs need to do is ensure their teams are laser focused on delivering exceptional experiences,” said Jean-Michel Pittet, VP of Engineering at Adobe.

Click here to read more about Adobe Experience Manager as a Cloud Service.


Copyright © 2020 IDG Communications, Inc.

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