Summit EMEA 2019: Adobe focuses on customer experience
6,000 executives are gathering in London to see the future of customer experience management in action. We're there live: Here are the top stories from the 2019 Adobe Summit EMEA.
The starting signal has been given: Adobe opened the Adobe Summit EMEA 2019 in London today. Europe's largest customer experience conference will focus on the latest innovations in customer experience management.
These include the Adobe Experience Platform, the first specially developed customer experience management platform that combines data into a real-time customer profile.
Adobe is also announcing a strategic partnership with Software: By linking the Adobe Experience Platform and Marketo Engage with Software's WebMethods integration and API services CX, companies should be able to eliminate all data silos in the future.
"Businesses today need to focus on delivering delightful customer experiences and exceeding the ever-increasing expectations of their customers to remain successful in an increasingly competitive environment," said Paul Robson, President EMEA, Adobe.
"Adobe continues to innovate, invest and partner to help brands put the customer at the center of their digital strategies. With the launch of the industry's most comprehensive customer experience management platform, we are enabling brands around the world to orchestrate and manage the entire customer journey."
The "Adobe Experience Index 2019" published at the Adobe Summit EMEA increases the urgency for brands to focus on customer experience management. European consumers rate their customer experience at an average of 50 percent in France and Germany and 54 % in the UK. While no specific figures are available for Switzerland, it can be assumed that the values are more or less comparable to those in neighboring countries.
A direct consequence: 50 percent of consumers in France, 43 percent in the UK and 41 percent of German consumers have already abandoned their purchase in the shopping cart because the purchase process was too time-consuming or complicated. One in three respondents will generally stop buying from a company if they have a negative customer experience.
Further studies show that the behavior of B2B and B2C buyers is increasingly merging. Brands should therefore review how they address these target groups. For example, B2B shoppers today demand experience attributes such as transparency, brand purpose and personalization that are typically associated with B2C shoppers. The report predicts the need for a "business-to-everyone" approach, where markets seek to connect with audiences on an individual level rather than through traditional B2B/B2C segmentation.
