How brands are reimagining customer experience in a digital-first economy
Business challenges in the new normal
COVID-19 brought with it a tide of uncertainty and disruption for all businesses. Multiple waves of the pandemic and lockdowns were unpredictable, making it harder for businesses to operate. The most practical solution was to go back to the drawing board to devise a customer strategy for the new normal.
It’s not just the customer that’s online - back-end operations are also remote today, requiring cutting-edge tools that enable collaboration across teams, vendors, and other parties involved.
How Adobe is addressing these challenges
“The pandemic has shown that brands that put a laser focus on
If I were to boil down CX, it’s essentially customer understanding and timely outreach. We transformed our business and eliminated the need for papers. For large enterprises, it’s a collaborative problem-solving activity that requires deep integrations. We teamed up with Adobe to digitize our onboarding and superior customer experience.
MG Motor India leveraged the power of Adobe Experience Cloud, becoming the first OEM in the automotive space in India to use Adobe Experience Cloud in its entirety to create end-to-end solutions and cover all the customer touchpoints including physical dealerships, dealership websites, social media channels, television commercials, and even community building.
Our evolution journey involved constantly delivering an omnichannel journey for the customer. We emphasized the brand’s old British legacy, which was often considered rebellious. It had a human touch and helped us mould the brand’s image. We have a 5C approach -- content, collaboration and community, conversation, and commerce.
The company uses Adobe Experience Manager to facilitate the flow of content across different devices such as mobile phones, tablets, and desktops, thereby eliminating the need to redesign and recreate content to suit different formats and screens. The digital interactions between the brand and customers across these various channels are captured by Adobe Analytics. The insights gathered from these interactions are then leveraged to further deliver personalized customer experiences using Adobe Target. By using data generated by Adobe Audience Manager, second-party data collected from dealers and dealer websites, and third-party data, MG Motor has successfully been able to, and still continues to increase segment size and reach.
The need of the hour
Pharmaceutical giant AstraZeneca was able to leverage cutting-edge tech to roll out a vaccine quickly. It utilised Adobe Experience Manager to create a centralised repository of local data. A master template was set up to simulate the vaccine's action and then synced with localised models to ensure higher acceptability in adults globally.
We needed to serve a different experience depending on the country that was being accessed from. So whether that's the language, the regulatory guidelines that change from jurisdiction to jurisdiction, etc. So each market would need a different experience. However, we also knew that we would need to use the packaging to direct traffic towards the site, so we imprint the URL and give a QR code on the medicine packaging.
DISCLAIMER: This is a sponsored article in partnership with Adobe.
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