Adobe named a leader in Forrester Enterprise Marketing Software Suites Wave Q2 2021

Adobe is the leading technology vendor capable of facilitating the digital transformation required to enable and execute Customer Experience Management.

Abstract art with Forrester in the middle.

By Amit Ahuja

Posted on 05-04-2021

Adobe leads the way in Customer Experience Management

Like anyone, we love kudos. But there is a bigger story here beyond Adobe being named a leader. The new customer-centric, data-driven reality is pushing brands into a brave new world of Customer Experience Management, or CXM. Customers have made it clear that they are not just interested in products, they are captured by experiences, and those experiences happen across a growing set of channels.

Adobe is the leading technology vendor capable of facilitating the digital transformation required to enable and execute Customer Experience Management.

But analysts reports are an important tool for identifying and recognizing vendors capable of delivering on that vision.

What is required?

Of course, any successful EMSS vendor must excel in many areas, but Forrester calls out three primary areas that EMSS customers should look for:

  1. Data
  2. Customer Intelligence and Analytics
  3. A successful Platform strategy

We would tell customers the same thing. Find a vendor who can do this, who has done this, and who will partner with you as you do this. While we believe there are several other areas that EMSS vendors must be expert in, we completely agree that these three areas are monumentally important.

That is why we have focused so much on building Adobe Experience Platform, the data foundation for Adobe Experience Cloud. Adobe Experience Platform is the first purpose-built customer experience management platform. With real-time customer profiles, continuous intelligence, open and extensible architecture, and more, Adobe Experience Platform makes delivering personalized customer experiences at scale a reality. Being ninjas at EMSS is already in our DNA.

How did Adobe score?

In this report, Adobe received the highest scores possible in all these criteria:

Adobe Experience Cloud, built on Adobe Experience Platform and powered by Adobe Sensei, is the premier collection of best-in-class solutions for marketing, analytics, advertising, and commerce, along with service, support, and an open ecosystem so enterprises can deliver amazing, personalized customer experiences across channels and industries, to businesses and consumers alike.

The bottom line

It is not enough for our customers to decide to become an experience business, to deliver exceptional experiences. None of that matters if it doesn’t drive business results. Adobe Experience Cloud delivers on that front as well. Adobe recently commissioned Forrester Consulting to conduct an ROI of Experience study for a set of customers across industries and geographies and the results show some awesome business impact.

Here are a few quick examples of how enterprises benefit from investing in amazing customer experiences:

And these are just a few of examples of the metrics driven by investing in experience.

Today’s businesses are being forced to evolve in order to meet customer demand for excellent experiences. These experiences must be contextually aware and personalized as well as cohesive and connected across all touch points. In order to accomplish this, businesses must develop competency in Customer Experience Management (CXM). This is rapidly becoming a universal mandate for companies the world over. Adobe Experience Cloud built on Adobe Experience Platform is the leading Customer Experience Management solution.

Download The Forrester Wave: Enterprise Marketing Software Suites, Q2 2021.

Topics: Trends & Research, Experience Cloud, News, Digital Transformation

Products: Adobe Sensei, Experience Cloud, Experience Platform,