The Adobe Summit EMEA 2017 was all about Customer Experience. It was the central theme of this summit and is something you experienced throughout the whole summit: from the entrance, through the keynotes, the breakouts, the live demos, the whole atmosphere of the summit. The top 3 takeaways for us were the keynote, the Adobe & Microsoft partnership and the Summit Sneaks, besides of course all of the other exciting and interesting industry and product sessions.
Adobe CEO & President Shantanu Narayen kicked-off the keynote of the first day and was followed by some of the industry’s top brands who shared their own experiences, their own journeys in redefining their customer experience. How they are impacted and how they managed to really transform their businesses and deliver exceptional experiences to their customers. It is essential to understand that these days, brands not only deliver products and services but are expected, by demanding customers, to deliver real customer experiences. The Coca-Cola Company, BMW Group, Hostelworld Group, and T-Mobile, for example, all gave us insights how they managed this and how they converted people into loyal customers. One brand especially, T-Mobile, made a big impression on us. How they try to disrupt the mobile carrier market, to become the un-carrier and especially, how they became a customer-led carrier by putting the customer first in everything they do. The revolution they are realizing in this market is driven by investments in a cultural transformation program and in digital Adobe technology enabling personalized digital experiences to their customers.
Adobe & Microsoft partnership
Sales and marketing alignment is a challenge, handling different parts of the customer journey is a challenge. Adobe and Microsoft are addressing this challenge now together to enable consistent messaging, execute cross-channel campaigns and more effectively engage with customers. Adobe Campaigns and Dynamics 365 working closely together will allow companies to benefit from greater customer insight, consistent messaging and increased revenue opportunities. Having many years of MS Dynamics CRM experience and marketing experience, this first introduction in the capabilities of the Adobe platform excited us and we are eager to see the power of these 2 platforms working together and can’t wait to bring this into reality.
Reimagining customer experience, that is what the summit sneaks are all about. Enabling state-of-the-art technologies such as VR, AI and IoT to explore new ways of delivering great digital customer experiences. During the Summit Sneaks, the Adobe experts showed you live on stage what the Adobe platform is capable of. Since this was our first time attending Summit Sneaks, we were simply stunned by this performance of the Adobe team. Breaking boundaries, pushing the limits of our imagination, to infinity and beyond … Our favorite was VR Advertising. VR is already something, but enabling real-time advertising via the Adobe Marketing and Creative Cloud in a VR environment, branding Piccadilly Circus in London, Wow… Just think of the possibilities.
This was our first Adobe Summit EMEA 2017, but will definitely not be our last Adobe Summit to attend. Being customer engagement professionals working long days, it is always a balance whether to leave work behind for a few days or keep on servicing our customers. After attending the summit, we can say that these were 2 days well spent. Thanks Adobe!
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