New integrations with Adobe Experience Platform expand real-time customer profiles

In these unprecedented times, delivering positive customer experience has never been more critical. But, customer experience doesn’t stop the moment a transaction is complete. Whether navigating holiday cancellations, insurance claims or grocery deliveries, the acceleration of the digital economy is resulting in an ever-increasing number of engagements between customers and brands post-purchase.

Last year, we introduced Adobe Experience Platform, the industry’s first enterprise platform that allows brands to stitch together data from across the company in order to deliver digital experiences, in real time and at scale. Today, thanks to new partnerships with brands including Genesys, ICF Next, Medallia, Merkle®, and SundaySky, post-transactional customer experience intelligence can be integrated into Adobe Experience Platform.

Advancements through the partnerships include:

• Pre- and post-purchase intelligence: Through ICF Next’s Tally® loyalty platform, brands can add customer transactional data such as past purchase, cancellations, stays, point earnings and redemptions. If a consumer was on vacation during a period when holidaymakers were compelled to return to the US during the height of the pandemic, ICF Next can store intelligence about their experience in order to better understand tone and messaging for future interactions. For future bookings, brands can see what loyalty offers are being acted upon to better tailor future marketing and consideration messaging or personalize customer service recovery based on the member’s predicted future value (LTV), loyalty status and incident severity. Adobe interaction data is also brought back into Tally, enhancing the ability to engender loyalty with the brand’s most valuable customers across all touchpoints in real-time.
• Data-driven decisioning: With the majority of business now conducted digitally, companies are challenged to meet the new scale and velocity required to address customers’ expectations for service that feels personalized to them. This requires all customer data to be captured and understood as they engage with businesses across functions – yet this rarely happens, even when systems are connected. Adobe and Genesys, a leading customer experience provider, have partnered to help organizations link an individual’s intent with marketing and contact center histories. Combining Adobe’s Real Time Customer Profile in Adobe Experience Platform with the insights and orchestration capabilities from Genesys enables businesses to predict what each consumer needs and respond in the right way so customer journeys are more connected and effective.
• Real-time customer feedback: Before the formation of the partnership, post-sale or in-store customer engagements would have been siloed away from pre-purchase intelligence. Medallia enhances customer experiences via its customer experience platform. If a customer uses curbside pickup for their purchase from a store and reports a good or bad experience, the store manager gets a notification on their mobile phone on the Medallia app with verbatim comments informed by Medallia systems and Adobe’s Real-time Customer Profile so that they can instantly reach out to rectify a poor experience or thank them for a positive response.
• Better consumer engagement: Marketers can enable enhanced, personalized consumer experiences with loyalty programs. For an apparel retailer working with Merkle, this can mean LoyaltyPlus™, Merkle’s loyalty platform, knows that a customer has changed product preferences due to a recent switch to stay-at-home employment and is now looking for more casual, work-from-home looks. And through seamless sharing of data with AEP, offers for these products can take center stage in the brands’ next email or as an ad in the mobile app.
• Activate data-driven video experiences: By drawing intelligence from Adobe’s Real-Customer Profile—inclusive of loyalty, call center, and customer feedback data from other Adobe partners—SundaySky can dynamically deliver contextually relevant, personalized videos that engage, educate, and influence consumer decisioning. For example, during COVID, cable service installations and package upgrades expanded at a massive rate given work-from-home requirements. The self-installation needs of a new customer differ from those of someone who is choosing to upgrade an existing package or who simply need to test their wireless internet speed. With SundaySky’s Adobe Experience Platform integration, brands can activate their data into individualized video experiences at scale to meet consumers’ needs while hydrating the customer profile with video engagement analytics and AI-based insights to enable holistic journey orchestration.

In today’s challenging environment, brands struggle with mountains of customer data, stored across different, disjointed systems, making it difficult for them to truly understand and respond to the customer’s interests and needs. As a broad range of issues can impact customer service queries, brand response, loyalty and interactions, brands need to be better positioned to respond to challenges both pre- and post-sale and then use the intelligence from those interactions to inform future engagements.