The pandemic forced the world to adapt. It drove a surge in digital adoption and expectations. Businesses were not spared as they were forced to find new ways to connect with customers in a contactless world. This served as a catalyst for heavy investments in digital customer experience (CX), with companies spending more than $553 billion on CX technologies.
But even as normalcy returned, the impact of digitalized CX remained. In today’s post-pandemic world, simply having a great product, even if it were pushed by famous brands, is not enough. A recent survey by OpenText of over 27,000 consumers from across the globe showed that 59% of respondents said a personalized digital experience is vital to becoming a repeat customer.
Christoph Kull, Vice President and Managing Director for Central Europe at Adobe, told GMI POST, “Companies who invest in relevant and personalized experiences for their customers will drive top-line growth, including higher conversion rates, reduced churn, higher customer lifetime value, and lower acquisition costs.”
In an interview with GMI POST, Kull shared how businesses around the world can enhance their digital CX with the help of Adobe solutions.
Prioritize personalized digital experiences over simple touchpoints
Having a great product and a digital presence is no longer enough, Kull emphasized. Companies need to compete on digital experiences, as consumers and B2B clients are looking for unique brand interactions.
“Consumers are now more than ever paying attention to how they are being treated and engaged by the brand. This is where we come into play through our Experience Cloud solution,” said Kull.
Adobe’s Experience Cloud helps companies create, deliver, analyze, and monetize personalized digital experiences through a seamless and engaging digital journey. It empowers partners to understand their customers and drive growth across all touchpoints.
Do more with less through Generative AI
Kull believes that using proven solutions like GenAI is crucial for driving efficiency and digital transformation. “GenAI allows you to do more with less,” he said.
Kull emphasized that GenAI is especially useful as a co-pilot for marketers proposing, for example, optimized target audiences, new customer journeys, and even entire reimagined campaigns, including suggested content.
GenAI is also a major catalyst for creating time-consuming digital content such as documentation or note-taking, videos, and even Augmented Reality (AR) content. Manually creating these materials is no longer an efficient option, and Adobe’s Firefly solution offers a powerful alternative.
“With a simple prompt, companies can generate images, text, videos and even their combinations automatically, which then can be served directly to customers,” Kull explained.
Ensure content authenticity
As one of the founders of the Content Authenticity Initiative (CAI), a community of media and tech companies, NGOs, academics and other organizations that strive to promote the adoption of an open industry standard for content authenticity and attribution, Adobe is deeply committed to ensuring the trustworthiness and transparency of the content it touches.
“Content needs proper credentials and must be verifiable for authenticity,” Kull emphasized.
According to Kull, CAI is developing an industry-wide system that guarantees proper content attribution for creators and publishers which can be verified for authenticity and tracked for changes. This ensures that customers have access to accurate and reliable information online.
