How to Enhance Customer Experience With Adobe Experience Platform (AEP)

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Introduction

For any size of business, data plays a vital role in customer experience design and engaging customer journeys. Getting customer data has become easy now, but the amount of data created by consumer activity has never been used. Having customer data would be a great masterstroke in creating marketing strategies. AEP (Adobe Experience Platform) is the tool that can help you to do more with the data. Adobe Experience Platform’s multiple tools can help any size of organization refine customer insights, enhance engagement, reach new audiences, and map and optimize customer journeys.

Adobe Experience Platform (AEP) has three key pillars to leverage data better: Adobe Real-Time Customer Data Platform (Adobe RTCDP), Adobe Customer Journey Analytics, and Adobe Journey Optimizer. All three tools can work together or differently to fit your data management requirements, tech stack, and customer experience goals.

Adobe RTCDP (Real-Time CDP) Facilitates Profile Creation and More

Traditional analytics tools might recognize when users come back to your website, but they often fall short when it comes to integrating data from other channels. Adobe Real-Time CDP steps in by pulling together customer data from across various channels and systems to create a comprehensive profile. This unified view helps you understand your customers better, craft personalized experiences, and segment audiences more effectively—all while ensuring data privacy and compliance. Read more on what Adobe Real-Time CDP is.

Real-time CDP studies your target customer’s online behavior and collects data about multiple instances, such as the channels they have used or any silo from the company systems that may already have their information. Then, it examines the data from a granular perspective to verify whether it actually belongs to the targeted customer. Once that is done, the CX team can utilize that data by including it in the segments wherein they may already have behavior or characteristics similar to those of the targeted customer. This is how your business can now offer personalized content across multiple channels based on their blended data. From the customer’s point of view, they are more likely to incline toward your brand by noticing how well your brand caters to their unique and specific needs. This is where you can foster a positive brand image and customer loyalty.

Blend and Leverage Your Customer Journey Data with Customer Journey Analytics

Now, the business can gain enough insights into customer behavior with Adobe Customer Journey Analytics (ACJA). Adobe Customer Journey Analytics makes it easier and cheaper to combine a customer’s data for detailed, comprehensive data insights across various channels and devices that people use to connect with a brand; it doesn’t matter if you’re using Google Analytics, Adobe Analytics, or any other platforms. Adobe RTCDP integration can enable you to accelerate your customer journey analytics deployment. However, CJA can also access it without RTCDP integration.

Do you know what makes customer journey analytics unique from Adobe Analytics?

Well, you’ll find multiple Adobe Analytics users. However, Customer Journey Analytics allows you to have unlimited variables, events, and unique values, and CJA has the ability to edit historical data and combine various dataset implementations in a single place. Many companies believe that they don’t need to maintain and handle Adobe Analytics anymore once they have customer journey analytics because CJA enables that role while offering robust filtering, querying, visualization, and reporting power for customer journey insights.

Customer Journey Analytics enables you to integrate data from various systems seamlessly. For instance, you can merge mobile app data and website data, even if they are housed in separate report suites, properties, or platforms. This integration offers analysts a comprehensive view of customer engagement. Additionally, you can incorporate profile data with web or app data to gain insights into user demographics such as age, gender, and other characteristics. This combined data helps you understand if your content is reaching and resonating with your target audiences.

How to Automate Customer Journey Workflows with Adobe Journey Optimizer (AJO)?

Adobe Journey Optimizer (AJO) enables automated workflows based on real-time customer insights and actions for personalized, relevant action on various channels. For instance, we can create a flow that sends welcome emails, text messages, or PN (Push Notifications) to new customers as they create accounts on your site.

Adobe Journey Optimizer

Source: Adobe

Adobe Journey Optimizer excels in three key areas: providing real-time customer insights and engagement, enabling intelligent decision-making and personalization, and orchestrating and executing modern omnichannel strategies. AJO is particularly useful for managing the next steps for customers across various touchpoints and channels. For instance, companies with a multi-step registration process can leverage AJO to send timely reminders through individuals’ preferred channels, boosting the completion rate of registrations. When integrated with CJA, AJO provides a holistic view of customer journeys, simplifying the creation of data visualizations and reports.

How To Plan Your AEP Tool-Enabled Projects?

Defining your experience goals and the ways in which you hope these solutions will assist you in achieving them is the first step towards using Adobe Real-Time CDP, Customer Journey Analytics, and Adobe Journey Optimizer. Next, determine the prerequisites for configuring the tools you intend to utilize. For instance, before feeding your existing data into Real-Time CDP, you might need to reformat it to conform to Adobe’s formatting standards.

Map your intended experience flows over all relevant channels as well. Set up key performance indicators (KPIs) for your new processes so you can monitor whether your flows are resulting in the desired customer interactions and adjust as necessary to further improve performance.

Krish + AEP (Adobe Experience Platform)

Your team may generate more comprehensive customer profiles for improved customer journeys with the help of the Adobe Experience Platform. With years of experience integrating Adobe Experience Cloud, Krish can assist you in implementing the best AEP apps for your company’s requirements.

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Shrusti Joshi is a senior writer at Krish and enjoys delving into the technical aspects of Digital Commerce and Content Marketing. With a keen interest and her love for words, she absorbs data and information to create a symphony out of them! With comprehensive experience, she has helped brands create their voice & presence in their respective industries. On days when she isn't writing, you can find her daydreaming in a corner and talking about music, mythology, space, and hopeless romantic movies. Needless to say, she is just as weird as a cloud on a sunny day!

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