Tech Intelligence Bulletin (HG Insights) – Adobe and ServiceNow have announced the availability of its partnership integration, delivering an industry-first solution connecting data from Adobe Experience Platform and ServiceNow’s Customer Service Management workflow product to enable more seamless, connected customer experiences.

In today’s experience economy, where digital-only is our reality, marketing and customer service organizations must be aligned around a data-driven, customer-first approach.  Connecting Adobe Experience Platform, the industry’s first purpose-built Customer Experience Management (CXM) platform, and ServiceNow’s Customer Service Management product empowers brands with a more complete view of the customer.

Seamless workflows

The integration leads to seamless workflows between Adobe Experience Platform and ServiceNow, enhancing Adobe’s Real-time Customer Profiles with rich customer data and improving personalization of customer experiences across all touchpoints. Additionally, through a ServiceNow and Adobe Experience Manager integration, brands can now deliver enhanced customer service capabilities.

“Drive better engagement”

“Adobe’s mission to change the world through digital experiences has never been more relevant or powerful,” said Amit Ahuja, vice president, ecosystem development, Adobe. “Adobe and ServiceNow are partnering to empower enterprises with a more complete view of each customer, so they can provide an experience that will drive better engagement and ultimately business success.” 

“Today’s customer service teams are faced with unprecedented levels of customer inquiries, which has created urgency for omnichannel, end-to-end customer service solutions that provide a complete view of every customer,” said Farrell Hope, Senior Vice President of Customer Workflows at ServiceNow. “Together with Adobe, ServiceNow is enabling organizations to have greater access to important customer information and build deeper loyalty with their customers.”

Integration highlights

The ways that businesses support their customers now will define their brand and relationships for years to come.  Today, organizations fall short of serving customers as they are reliant on outdated and siloed systems that fail to deliver relevant data to customers. Through this integration, Adobe and ServiceNow joint customers can:

  • Establish Context to Drive Brand Loyalty: Enterprises are often challenged by navigating internal silos of data pertaining to interactions with their customers. This integration creates seamless data workflows that removes those barriers and connects marketing and customer service organizations. Now, when a customer reaches out with a concern or inquiry, the organization can see the full view of that customer’s engagement with the brand, from the products or services the customer has purchased to its most recent interaction with the company. This leads to a more personalized and connected experience.
  • Gain Deeper Insights for Personalization: Great experiences are built on the understanding of a customer’s journey. Through Adobe Experience Platform and the ServiceNow Customer Service Management workflow product, customers can streamline work between teams by aggregating data during the “evaluate” and “purchase” touchpoints, and capture service interactions to ultimately build rich, real-time customer profiles in Adobe Experience Platform.
  • Improve Customer Experiences: A seamless customer experience equates to anticipating needs before they arise. With ServiceNow, organizations will understand which products or services the customer owns and uses, allowing organizations to drive towards greater personalization. By integrating Adobe Experience Manager and ServiceNow Customer Service Management, end customers receive a web experience and content that is truly tailored and relevant to their stage in the journey.

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