Tech Intelligence Bulletin (HG Insights) – Adobe has partnered with Genesys, a leader in cloud customer experience and contact center solutions, to help organizations break down data siloes between marketing, commerce, sales, and service departments.

With a new integration between Adobe Experience Platform and Genesys Cloud, organizations can now gain a deeper understanding of customer context across every touchpoint. This will revolutionize how contact center and other business leaders leverage insights to enable more intelligent, continuous and individualized customer engagement. As a premier partner in the Adobe Exchange program, the company is collaborating with Adobe to help organizations realize Genesys’ vision of Experience as a Service (EaaS).

“Global imperative for digital engagement”

“The global imperative for digital engagement has created an even greater sense of urgency for every business to deliver exceptional, personalized digital experiences,” said Shantanu Narayen, CEO of Adobe. “Integrating customer insights from Genesys Cloud into Adobe Experience Platform will give brands a more complete view of their customers, enabling deeper interactions that drive brand loyalty and growth.”

“Adobe and Genesys have a shared goal to help businesses more fully leverage their customer data,” said Tony Bates, CEO of Genesys. “The combined power of our interoperable platforms makes it easier for organizations to utilize enriched customer context so they can provide more personalized engagement that builds stronger empathic connections.”

Real-time engagements

Customers engage with organizations across many different functions, yet their data often doesn’t move with them throughout their journey, resulting in disconnected experiences with minimal personalization. Even when the data is shared across systems and departments, it typically is not utilized in real-time engagements. Genesys and Adobe are working together to change this by:

  • Improving customer empathy via real-time profile enrichment: Integrating Genesys Cloud and Adobe Experience Platform enriches customer profiles by linking an individual’s marketing and contact center history with their real-time intent. This gives agents more customer insights, which are made available from a single desktop. It enables more highly personalized experiences so organizations can optimize customer engagement, resulting in improved customer loyalty and retention, sales conversions and return on investment.
  • Augmenting the customer journey via AI and automation: Organizations can now use the combined muscle of Adobe Experience Platform’s rich and comprehensive real-time customer profiles with Genesys Predictive Engagement, which is powered by artificial intelligence and embedded in Genesys Cloud. This gives agents more intelligence from past interactions, purchases, customer segments, interests and real-time intent. Organizations can more accurately predict how and when to engage prospects – whether on a website, via phone or using other channels, for more effective campaign conversion rates.
  • Driving revenue and loyalty via campaign conversion and attribution: Customer attribution through the funnel has historically been limited to marketing campaigns and trackable websites. The Genesys Cloud and Adobe Experience Platform integration will allow marketers to extend their campaigns’ reach across digital and voice channels. This gives marketers richer campaign attribution and helps them identify the optimal conversion path to inform their strategies.

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