Making Experience Your Business Is Good For Business
by V.R. Srivatsan
posted on 09-04-2018
Customers today expect amazing experiences from the brands they choose. And it’s up to us – the rock-star marketers and digital leaders behind each business – to meet these great and growing expectations. Exploring the creativity and data behind today’s most successful brands, we recently held the Adobe Symposium 2018 event at Marina Bay Sands in Singapore, where speakers from over 20 top business brands including Government Technology Agency of Singapore (GovTech), Malaysia Airlines, OCBC Bank, StarHub, Virgin Holidays and others presented and shared their experiences.
With the latest Forrester research on experience-led businesses released at the conference, it is now clear that brands that invest in customer experience achieve superior business performance and an average revenue growth rate of 23%, compared to 13% for their unresponsive counterparts.
Adobe EVP & GM of Digital Experience, Brad Rencher, shared Adobe’s vision for the future of Experience Business before welcoming one of the world’s biggest brands to share their story –
Coca-Cola’s Mariano Bosaz, Global Digital Sr. Director. Bosaz explained how digital has been core to the company’s strategy to keep people at the beating heart of the Coca-Cola brand, allowing the brand to apply personalization at scale, and in bridging the gap between the past and the future, online and offline, reality and augmented reality.
ONE Championship, a true Experience Business, drummed up the excitement on mainstage with a friendly bout between two of their Muay Thai champions. In just five years, ONE Championship has become Asia’s largest global sports media property. CEO Chatri Sityodtong shared how the martial arts brand has harnessed the power of storytelling to expand its viewership from hundreds of thousands to 4 billion viewers today. ONE Championship’s key recipe for rapid success hinges on their dedication to creating heroes with inspiring stories and values that allow the brand to connect deeply with their audience, and in creating an experience like none other.
For all Experience Businesses today, education plays a major role in keeping the pace with digital transformation and innovation. 84% businesses in APAC now hire or use short-term workers in their organisations – more than any other region in the world. Taylor’s University in Malaysia, for example, is accommodating interactive and flexible ways to learn before and after entering the workforce. To stand out from competition, Taylor’s University understands the need to tailor communications to students and prospects with personalized content and experiences that matter most to them, and to reach them wherever they are – across the desktop and mobile devices.
As a digital leader at The Learning Lab, one of Singapore’s leading academic and tutorial service providers, Eleanor Tan, the Head of Marketing, inspires her team to modernize education through digital transformation, and change the perception of its brand to cater to a broader range of students. Eleanor explained to the audience how they have responded to the needs of parents and students by revamping their enrolment strategy, and by taking progressive steps in engaging internal stakeholders to get buy-in and to identify the right people and systems required for change. The company has seen an 80% growth in digital leads within its first year of digital transformation, and it now looks to further leverage Big Data to predict learning outcomes and deliver better experiences across the board.
Barely over two years old, Circles.Life is transforming Singapore’s telecommunications market as a digital telco with bold, disruptive data packages. Gaurav Gupta, the Sr. Media Manager for Omnichannel, shared how by “giving power back to the customers”, the company was able to better understand what its customers wanted and in turn delivered better customer experiences and satisfaction, even without having a physical store. Leveraging data and analytics to offer the right message to the right audience at the right space and time is key to Circles.Life’s success.
Wrapping up Adobe Symposium at the end of the afternoon, Singaporean actor and comedian, Adrian Pang co-hosted Adobe Sneak’s to unveil Adobe Experience Cloud innovations in development at the Adobe Research labs. Crowd favorites included #VideoAdAI that gives video advertisers the power of Adobe Sensei to improve their video ad performance through predictive performance modeling and recommendations; and #SeeandShop – a meta-data based service that makes every image shoppable. Adobe Symposium once again celebrates the Experience Makers that are leading their businesses to new audiences, new innovations and new successes.
Video-on-demand replays of Adobe Symposium sessions are now available on the website – view them here now.
Topics: News, Digital Transformation, Industry
Products: Experience Cloud