Adobe on Revolutionising Content Creation and CX Success
Discover how brands can streamline processes and measure success in the dynamic digital landscape.
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“One of the biggest challenges facing brands is the sheer volume of content they need, and the speed they need to create it at. When you’re moving fast you need to be efficient, and it’s difficult to be efficient if your production processes aren’t, in themselves, efficient. But the need to do things quickly and in large volumes creates panic, which leads to more inefficiencies,” said Marc Wiseler – Director of Solutions Consulting UK&I and Shilpa Shetty – Solutions Consultant, from Adobe.
Adobe, a prominent player in the digital experience and content creation space, is addressing critical challenges faced by brands in content production and customer experience. In a recent discussion, Adobe introduced their latest product suite innovations and shared insights on how these solutions are designed to revolutionise content creation, align people and processes, and drive success in the complex world of customer experience.
The company’s emphasis on creating content efficiently and empowering content creators is crucial in an era where brands are under pressure to produce content rapidly while maintaining relevance and quality. The discussion highlights the significance of streamlining content supply chains and embracing innovative tools to simplify web content creation.
Tell us about the recent additions to your product suite.
We’ve concentrated on products that solve two specific problems for brands – producing enough content quickly, and giving control of that process to the people who will be using it.
GenStudio is our answer to the need for producing large quantities of content, quickly and efficiently. It builds a content supply chain that works across the many channels and formats brands have to deal with. By centralising workflow and planning, from the initial brief to final review, GenStudio puts control over the supply chain in the hands of the people who are creating the content.
GenStudio’s creation and production tools mean you don’t have to be a designer to create content. It really speeds up production because changes can be made immediately by marketers, without the need to engage another team.
We’ve also introduced document-based authoring, which allows users to create webpages with solutions they use every day, like Word and Google Docs. You don’t need dedicated design solutions so it’s fast, easy and quick to test, and removes so much of the complexity of building webpages.
What current challenges do they help brands solve?
One of the biggest challenges facing brands is the sheer volume of content they need, and the speed they need to create it at. When you’re moving fast you need to be efficient, and it’s difficult to be efficient if your production processes aren’t, in themselves, efficient.
But the need to do things quickly and in large volumes creates panic, which leads to more inefficiencies. People work in isolation and under pressure to get things done, with deadlines and output becoming more important than the relevance and usefulness of the content. Content is created but it’s not necessarily going to do the job, or even get used.
Teams are stuck in siloes and can’t collaborate. The pressure to produce more and more content kills creativity. And outdated tools slow things down even more. Our solutions are designed to bring teams together and simplify the whole content production process.
How can CX leaders choose the best solution for their stack?
There’s so much choice out there that it’s easy to get lost in the martech market. Scott Brinker’s Martech Landscape Supergraphic tracks the number of marketing solutions and when it started, in 2011, there were 150. The most recent edition counts 11,038.
Now, we’re not saying choice is bad. But the proliferation of different platforms and their accompanying solutions is overwhelming. If we had to give one piece of advice for any leader looking to modernise their martech, we’d suggest picking one platform from one vendor and sticking with it. The right platform is one that has the right solutions for your needs.
For instance, if you need lots of images then a Generative AI (like Adobe Firefly) will speed up production. But it’s also compatible with our other enterprise solutions and the Creative Cloud apps. Standardising your platform and solutions across the business makes life easier, and integrated platforms are more efficient than individual solutions.
How do brands measure success when it comes to CX technology investments?
If you want to understand the impact of customer experience, you need to measure the effect it has on your customers. In a report we commissioned from Forrester, looking into the business impact of investing in experience, we found the three areas that benefitted the most from better experience were the holy trinity of customer retention, customer lifetime value (CLV) and customer advocacy.
It’s these three metrics that matter the most to businesses and, crucially, customers. Turn them round and you’ll find happy customers who stick with the brand and tell their friends about their great experiences. Measure these and you’ll be able to tell if your investments have been a success.
What advice would you give teams to align people and processes to get the most from your technology?
Build an efficient content supply chain that covers every part of content creation and use: planning, creation, production, delivery and measurement.
Don’t allow any one part of the chain to exist in isolation – everybody needs to work together, and every task needs to be seen within the context of the project. Do this and you’ll see where there’s duplication, what needs prioritising, the status of the whole project and its components.
There’s also the serious problem of burnout among marketers, caused by a lack of control over projects and too much repetitive, manual work that should be either eliminated or done by a machine.
Technology should be used to address this very human issue. For instance, organising and assets is crucial to making them easy to find, but it’s a mundane and repetitive job for a human. So use the power of AI to do the work instead, and make the assets easy to share with teams and customers by storing them in one management system that everyone has access to. It makes a huge difference to productivity and job satisfaction.
Tell us about your session and what brands can expect to learn
We’re talking about the meteoric rise of AI within customer experience, and how brands can use it to their advantage. AI makes life better for customers and brands – better personalisation, easier self-service, faster resolution of issues – and Adobe has been building CX tools that use AI for the last decade.
We’ll use our knowledge and experience to discuss how AI is changing the customer experience, look at real-world examples of how brands have improved their CX with AI, and give advice on how to get started.
Adobe is the strategic sponsor at the CX NXT Summit in UAE on 15-16 November, 2023 at Address Dubai Marina. Catch Peter Dibben, Country Manager & Head of Middle East – Adobe talking about how AI is Revolutionising Customer Experience.
