How truly understand customers and create customized CX?
Is it possible to truly understand customers and adapt products and services to their real needs and expectations? How can you get the right view of their behavior when they spend only a fraction of their time on our e-shop?
Customers in the digital world
We live in a world where most activities are moving to the online environment, and customer expectations are high. The number of digital contact points is growing rapidly, whether it’s applications, advertising, marketplaces, social platforms, or the channels of individual companies, such as websites or e-shops. Customer paths are not linear, their behavior is constantly changing across channels during the customer journey. Companies need to understand all the channels and how they are used by their customers. With 73% of customers using multiple channels along their shopping journey, it is essential to reach them wherever they are. In today’s highly competitive e-com market, it is crucial to make every experience relevant, attractive, and personalized when gaining customers.
The transition to omnichannel can be challenging. Companies react by choosing comprehensive sets of solutions to help them fully understand and address every single customer, instead of “point” solutions. The growing e-commerce market, growing turnover, lack of resources and capacities are leading traders to resort to an integrated system of tools from a single supplier. 59% of merchants prefer such marketing sets. This new direction is known as experience-based shopping, where customers “lead” from the beginning to the end of their shopping journey, regardless of the sales channel. Adobe Experience Cloud offers just such a comprehensive customer experience solution.
Customers new normal
In the last year, we have become accustomed to online shopping even in the B2B sector, and only 20% of B2B shoppers (McKinsey & Company study) want to return to the traditional offline way. This change is also influenced by the growing number of millennials in the role of buyers. Remember that 46% of B2B shoppers are millennials and the vast majority prefer a more modern digital experience.
Only about 26% of B2C customers want to return to shopping in stone shops because of the overall experience that brick stores provide. (CustomerThink survey). More than half (54%) of shoppers say the pandemic has changed their online shopping expectations. Consumers say they are more than ever comparing different e-shops, especially in terms of price, easy product search, and overall easy shopping and enjoyable experience. It is therefore essential to provide customers with an exceptional customer experience throughout their journey!
How are B2B and B2C more and more similar?
There is one thing in common for both segments. Customer experience determines whether customers will return to you and how big their purchases will be. A modern customer expects you to be everywhere and he gets “served” everything he needs. Adobe Experience Cloud helps you meet their needs.
So what is the mentioned Adobe Experience Cloud?
In a nutshell, it is an “all-in-one” platform that unifies Adobe Marketing Cloud, Adobe Advertising Cloud, and Adobe Analytics Cloud. It is the so-called Digital Experience Platform (DXP), which Gartner defines as: “an integrated and cohesive piece of technology designed to enable the composition, management, delivery, and optimization of contextual digital experiences across all points of contact at all stages of customer journeys.” AEC uses AI and machine learning. It centralizes the creation and management of campaigns, advertising activities, and the collection of data information. Adobe Experience Cloud is built on an open, scalable platform, all products work together and are strongly integrated with Magento. It allows you to share data in real-time and create a truly customized CX.
Adobe Marketing Coud
It brings together marketing solutions to manage, measure, test, customize, optimize, and organize campaigns across channels. If you want to provide a personalized experience to every customer, you can’t do it other than automatically. Products that are part of the platform will hepl: Adobe Experience Manager, Adobe Target, Adobe Campaign, and Adobe Marketo Engage.
Adobe Analytics Cloud
It collects all internal and external data into one profile and analyzes it using tools that provide accurate and understandable information. It allows you to create unique audience profiles and identify the most important segments. This makes it possible to increase the effectiveness of advertising campaigns. This includes Adobe Analytics, Adobe Audience Manager.
Adobe Advertising Cloud
The Adobe Advertising Cloud unifies and automates all media, screens, data, and creativity, giving you control over the entire advertising environment. You can plan, optimize and measure everything in one place. You can streamline the creation of meaningful advertising experiences and take advantage of AI integration.
Adobe Commerce Cloud
It provides a flexible and comprehensive solution for managing all aspects of the business environment, including Magento Commerce, order management, business intelligence and transportation. It supports mobile solutions and PWA, offers B2B, B2C and Marketplace solutions. Adobe Commerce Cloud offers a scalable and scalable solution with global deployment capabilities for multiple sites and multiple brands. It has rich out-of-the-box features and supports easy third-party integration with an extensive global network of solutions and technology partners.
Adobe Experience Cloud offers companies everything they need to provide personalized marketing and a great customer experience at all contact points.
What will you get with the Adobe Experience Cloud?
More loyal customers who enjoy a strong, consistent and personalized digital customer experience at all contact points. As a digital experience platform, Adobe Experience Cloud will help you with the first steps in the transformation and in moving your business to a higher level.