The key to business: the customer experience. This is the point of view defended during the 5th edition of the Adobe Summit, May 3 and 4, in London, by Adobe and some leading brands in the field. “Today, people buy experience … not products.” Shantanu Narayen, president, and CEO of Adobe sets the tone for the grandmother of the publisher, the Adobe Summit in London, May 3 and 4.
But, how to build that perfect experience for customers? “The experience starts with good design and relies on data intelligence to generate relevant content,” he continues, “of course, including an integrated platform architecture to cover all points of contact with customers.”. As proof of the importance of establishing the experience as a mantra, leading brands in the customer experience would thus obtain a value of orders 1.5 times greater than other brands, would retain 1.8 times their customers, but would also account for 1.3 times more returns on advertising spend, including (Forrester figures). Place, therefore, to the leaders selected for the fifth edition of the Adobe Summit.
Virgin Atlantic, The “Maker” Of Memory
The airline Virgin Atlantic has made the creation of memorable experiences one of the pillars of its strategy, asking its customers what really matters to them – namely good food, free alcohol, and entertainment. “We see ourselves as memory makers,” said Claire Cronin, Virgin Atlantic’s CMO, who uses customer data and social listening to ensure the best customer experience possible. “When you innovate, let your customer be your compass,” says the CMO. To do this, the company trains its crews on this culture of change (place the “consumer first”) and gives them access to customer data (their birthday or their food preferences, for example). Thus, for the 50 years of marriage of a couple, the brand has prepared, before their arrival on the plane, two glasses of champagne and confetti in their place. “To become a leader of the experience, it is necessary to establish a culture of the experiment and to favor the diversity”, advises Claire Cronin. Last blow of master: the brand sells scented candles … of the same scent as the interior perfume of its planes.
Shell, Context, And Channel
Shell, its 30 million customers served daily in more than 70 countries and its 52 million people inset, is the leading retailer of mobility. As proof, according to the brand: its 200 billion liters of gasoline sold each year, but also its 250 million coffees, it’s 350 million fresh drinks and 450 million snacks. To interact in real time with its customers, on all channels – including through the voice assistant Alexa – the oil company has chosen the Adobe Cloud Platform, fed to the machine learning Adobe Sensei (a layer of artificial intelligence integrated into all Adobe tools). Thus, the brand takes into account the context and the channel to propose personalized offers, in real time. If the driver of a connected car asks Alexa for the most relevant service station on his journey and has a washing stand, he can receive a discount on his mobile for a wash. But, so that the customer does not miss this opportunity – he may not have consulted his mobile before arriving at the station and not benefit from the offer – the advertising message also appears on the cash register screen of the station -service.
Siemens, The AI At The Service Of Content
For Siemens, communicating in a more personal and targeted way with its customers, creating relevant content requires artificial intelligence. “Brands are obsessed with segmenting people,” says Mark Shell, Senior Vice President of Shell’s Digital Communications & Creating Experiences division, “but people in the same segment have very strong dreams, hopes, and fears. therefore the need to adopt a different approach. ” The brand, which wanted to digitize its content production, faced several challenges: according to the company, topics commented by Siemens were better covered elsewhere, large companies tend to create propaganda and not real content and the fact to build a true community is complex.
“Context is the most important part of the content,” said Stéphanie Chalmers, senior vice president of Siemens Content & Newsroom, convinced that digitalization involves a more complex conversation with customers, which can start – and be amplified – thanks to the influencers present in the company, like Juergen Maier, CEO of Siemens. “Digital communication is about connecting content with humans using software,” says Mark Shell. The software used: a platform, fed by AI, automated and driven by data, providing enough information and value to take part in the daily digital life of individuals. How? “By analyzing web pages, an AI can match the expertise of Siemens employees with news headlines and suggest the type of content the audience wants to read,” says Mark Shell.