Adobe and ServiceNow team up to improve customer experience

Adobe and ServiceNow announced that they will provide partnership integration to connect data in Adobe Experience Platform and ServiceNow’s customer service management products to improve customer experience.

The integration connects the workflow between Adobe Experience Platform and ServiceNow, thereby improving the personalization of the customer experience at all touch points, and brands can now provide “enhanced” customer service features.

Farrell Hope, Senior Vice President of Customer Workflow at ServiceNow, said: “Today’s customer service team is faced with unprecedented levels of customer inquiries, which urgently needs to provide a comprehensive, complete view of all-channel end-to-end customer service solutions.”

“Together with Adobe, ServiceNow enables organizations to better access important customer information and build deeper loyalty with customers.

This integration creates a data workflow that removes these barriers and connects marketing and customer service organizations.

Now, when customers raise concerns or questions, organizations can see a complete view of the customer’s interaction with the brand, resulting in a more personalized and connected experience.

Adobe said that the integration emphasizes the understanding of the customer journey-customers can finally build customer profiles in Adobe Experience Platform by aggregating data and capturing service interactions during the “evaluation” and “purchase” touchpoints, simplifying work between teams .

Adobe said that with ServiceNow, organizations will understand the products or services that customers own and use so that they can move toward greater personalization.

By integrating Adobe Experience Manager and ServiceNow customer service management, end customers will get a tailored web experience and content related to the stages of their journey.

Amit Ahuja, Vice President of Adobe Ecosystem Development, said: “Above and ServiceNow work together to enable companies to have a more comprehensive understanding of each customer, thus providing them with a way to bring better engagement and ultimately business success. Experience.”

The cooperation with ServiceNow was only one month after Adobe released its “Digital Economy Index,” which analyzed trillions of transactions on the Internet for 100 million product SKUs in 18 product categories.

There is no doubt that the index will enrich its partnership with ServiceNow by allowing consumers to better understand ways to change their consumption habits, which are leaning towards online transactions.

According to the index, consumers are spending more and more money online-according to Adobe’s data, consumers’ digital purchasing power has increased by 3% year-on-year and has increased by 20% since 2014. Today’s purchase amount is $1. The online purchase price of the ad in 2014 was $1.20.

In contrast, offline purchasing power has declined-in 2020, spending 1 dollar to buy things offline only cost 88 cents in 2014.

But Adobe’s expectation is that as more and more people live on the Internet, the offline and online economies will continue to merge, and their prices will continue to merge.