Two weeks ago, I attended the Adobe Summit London. Before life at Ewe takes over again, I wanted to share some of the things I learned.
ITS ALL ABOUT THE EXPERIENCE!
We have talked a lot as an agency about developing customer centric strategies to engage customers across this ‘new’ multi-channel world, but there has been a slow migration from talking to taking real steps towards truly customer centric businesses and strategies. I like the move in sentiment from engagement to experience. For me a great brand experience drives engagement which in turn drives action.
Summit attendees heard from brands including the Aviva, Hostelworld, Tesco, HSBC, LinkedIn, Adidas, and T-Mobile, and National Geographic. We learned all about their digital transformation journeys, their obsession with customers, and how they are building a digital framework for experience.
Here are some of my observations from the Summit;
To watch some of the keynote speeches from the conference, visit Adobe Summit
This together with the giant alliances and partnerships that are forming across the globe with Salesforce and IBM Watson creating AI for sales together with Adobe and Microsoft announcing a partnership to drive AI-based experiences. Combining the technologies and relative strengths of these business as the making of a formidable platform in the Enterprise environment.
No review of the Summit can happen without a mention of the Summit party headlined this year by Two Door Cinema Club, this was a combination of great music, a lot of beer, great food and some VR, sound and visual experiences. A 360-degree group photo was interesting, no hiding your bad side in that one!
One note of caution I would sound with all these fantastic technologies, amazing thoughts and insights is the application of them to the ‘normal’ consumer, and why we should not get carried away making sweeping changes to our marketing strategies and technologies, just yet. As the train journey home helped to prove in a simple way – with a disrupted mobile signal and poor Wi-Fi, sometimes we just can’t be that connected consumer.
However, if we take the basic premise of the event ‘Creating Brilliant Customer Experiences’ then we should be good, these are necessarily driven by digital communications and some of our digital agencies obsess about. These customer experiences are as much about the customer advisor on the phone to the direct mail pack to the first step into a retail store. A great experience is about understanding the customer, getting under their skin, then developing a communications strategy that tunes into their lifestyle and needs – simply put take the time to understand your customers – go and talk to then!
So, the future of marketing is not all about AR/ VR and robotics its about real people, and getting businesses to become customer centric, and not just in process but living and breathing it.
At Ewe, we define this new customer experience as incremental and disruptive. Incremental is what we all do every day — improving customer experiences, employee experiences, driving higher revenue, increasing process efficiencies, doing things disruptively to drive competitive advantage.
To finish as I started, you need to create brilliant experiences that will drive engagement and finally revenue or whatever your objective is. It’s also worth remembering that its more than digital disruption, it’s about creating great experiences, it’s about your customers and what they want.
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