Digital transformation and the future of experience management

    AMPLEXOR Digital Friday took participants on journey through the latest customer experience trends and success stories, including a new solution to improve marketing collaboration.

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    In 2018, experience will be the driver of business performance and innovation. It will impact literally every part of the organization: from brand to customers, through partners and employees. AMPLEXOR approaches digital transformation with an outside-in orientation, and this was the motto of the Digital Friday event we hosted in Eindhoven on 15 December.

    Over a relaxed morning with plenty of networking of opportunities, we gathered a diverse range of profiles, from marketing to IT, to get an inspiration boost to drive their digital initiatives in the year to come.

    Deliver enduring customer relevance

    From creating new experiences and service models to transforming the business, companies need to think and rethink how to deliver enduring customer relevance. This means not only picking up all the latest digital trends, but also focusing their entire organization on the customer, including business operations and technology infrastructure.

    To showcase success stories of this approach in world-class marketing programs, we invited two of our clients: life sciences company DSM and Bavaria, the second largest brewery in the Netherlands.

    Integrated business operations with digital experience

    Integrated business operations with digital experience

     

    Laurens Glasbergen, Lead Solution Architect at DSM, gave participants a look behind the scenes at Adobe Experience Cloud as the foundation of the science-based company’s corporate, regional and marketing channels.

    Global, fully accessible and responsive websites spread awareness of their motto “Science Can Change The World”. With interactive features, such as on-page forums and social listening, DSM is able to attract science and technology innovators and proactively engage them on lively community discussions.

    DSM’s plans for 2018 in the digital front include increasing the effectiveness of their lead nurturing processes. Using their marketing platform’s integration with CRM, they aim to create more consistent experiences that drive user engagement and allow sales to focus on the right leads with more relevant conversations.

    Our story with DSM had already been featured at the Adobe Symposium Amsterdam earlier in November.

    B2C experience for hospitality business

    You've got to start with the customer experience and work back to the technology - not the other way around.

    This quote by Steve Jobs was the inspiration behind Bavaria’s story by Eefje Vogels, responsible for online B2B sales.

    The food and beverage sector had huge progresses regarding evolving customer behavior and new customer journeys in recent years. Eefje noted business consumers are buying more and more online, demanding the same speed, transparency and flexibility as individuals, so it only made sense for Bavaria to translate these trends into a new trade portal for their clients, completely focused on a new ordering and shopping experience.

    With their new webshop, online is now the standard for new customers and 62% of our their existing customers, 25% on mobile, choosing from more than 2000 other products in addition to Bavaria’s own portfolio of 19 brands.

    The digital experience portal was developed by AMPLEXOR and uses Adobe Experience Manager, Adobe Analytics and Adobe Target, integrated with SAP Hybris to manage the whole operation value chain, from ecommerce to online marketing.

    This project, which was developed in partnership with Deloitte Digital, was distinguished with the Silver Dutch Interactive Award in Amsterdam.

    The age of marketing collaboration

    The infamous “creative bottleneck” is not an uncommon reality throughout marketing departments. The overwhelming ascension of content formats and media channels combined with to the current overload of technologies available has generated a waste of time and money in many organizations. These problems and today’s way of working, that’s more flexible and mobile, require a complete collaboration solution that eliminates dispersion of resources and marketers’ lack of productivity and motivation.

    This “outside-in” transformation requires also an internal alignment of people, content and processes to succeed. Damien Dewitte, VP Digital Experience at AMPLEXOR, presented the ideal collaboration ecosystem. Based on Office 365, it’s customized to optimize marketing and digital teams’ performance and eliminate physical barriers to teamwork.

     

    Free Ebook: The Age of Marketing Collaboration
    Published on    Last updated on 01/07/2019

    #Adobe, #Digital Transformation

    About the author

    Bart Willems is Senior Manager Strategic Accounts at Amplexor International based in the Netherlands. Bart joined Amplexor in 2011 and has over 13 years of experience in enterprise content, digital experience and technical documentation management.

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