As you might expect, the atmosphere around Adobe Summit 2016 in Las Vegas was grandiose and flashy. But if you looked beyond the slot machines, over-the-top shows or the world champion skateboard and motorbike performances, the event carried an air of serious business.
For Mindtree, we were thrilled to see a lot of alignment and validation with two of the primary themes we have been preaching to our clients: personalization and crafting customer experiences.
Experience as Brand Identity
The theme of the Adobe Summit was “Becoming an Experience Business”. This was driven home by Brad Rencher, Adobe EVP and GM of Digital Marketing. He pointed out a new reality of a digital word: Today, the customer experience is your brand. No matter how memorable your logo is, how clever your advertisements are, or what celebrities you align yourself with, it is the experience a customer has with you that will ultimately define your brand.
One of the most interesting lessons from the Adobe Summit is that one person’s experience might be different than another’s. In fact, even when provided the same experience, two people may react a completely different way. And that, of course, brings us to personalization.
The Science of Personalization
The best customer experiences will pay attention to context. Is the travel customer coming to you for a business trip, or a family vacation? Is the retail customer coming to you to shop for herself, or for her kids? How loyal a client are they? These questions reveal where personalization can take customer experiences to a new level. And whereas creating unique customer experiences has a certain level of art to it, the effort behind good personalization is far more of a science.
At the conference, Adobe was, of course, featuring and promoting their software solutions to the science behind personalization and customer experiences, namely Adobe Marketing Cloud (AMC). But the lessons learned had universal appeal.
One interesting factoid that emerged is that Adobe has enabled single sign on across all AMC applications. So if you are in Target or looking at Campaign data, one click takes you to Analytics where you can drill down on campaign segments and see the different attributes. This ease of navigation is a plus. This ease of use, without compromising security, is an important frontier in the age of personalization.
Those visiting the Mindtree booth were interested in performance optimization of Adobe Experience Manager, such as Dispatcher Caching, Cluster Optimization, HTML Markup Optimization, Transaction Layering, or Backend Services Data Cache (Coherence Cache).
Outside of the Adobe suite, there were many conversations about “true” responsive web design markup creation, using either SPAs (Angular/Backbone) or industry standard frameworks like Bootstrap or Inuit.
Personalized Experiences Are the Best Experiences
But regardless of the tools, personalization as the goal was certainly front and center. At Mindtree, we believe that the road to true personalization success comes in distinct stages:
- Break up data silos to get a more enriched view of customers from various digital touch points.
- Create a unique personalization approach based on context-weighted personas through a data engine.
- Deliver customized messages and offers in a cross-channel, cross-device landscape using this enriched customer context as a basis.
And when you can get personalization right, wonderful things can happen. It unlocks not just growth, but also customer loyalty. It not only satisfies the customer on his present need—in the right place, at the right time, with the right offer— it also steers them higher in your value chain. The result will be not just increasing his satisfaction, but also making him an ambassador of your brand.