MKT 517

CUSTOMER RELATIONSHIP MANAGEMENT

Q1E37

CA 3

Submitted to: Submitted By:

Dr. Manmeet Kaur Kukreja Sonam Rani (12002467)
 INTRODUCTION
Adobe Experience Manager previously known as (Adobe Marketing Cloud) is an enterprise
Customer Relationship Management it is a collection of integrated online marketing and web
analytics products by adobe Inc, that enables users to manage sales, marketing, and support
facets of their customer engagement strategies. The initial release was in October 24, 2012
which is designed to support in all available OS like windows, Linux & OS X and it is also
available in multilingual provides license as SAAS (Soft as a service).
Integrated CRM tools, tasks are made more efficient. Marketing cloud uses targeted its list
generators, broaded its email campaign functions, operational reporting tools. This CRM
provides the real-time updates by integrating the functions focus on providing and data to
users ae will as helps the brands to centralize and manage key customers, sales, and lead data.
The integrated tools include the following:
Adobe Analytics, Adobe audience Manager, Adobe Campaign, Adobe Experience Manager,
Adobe Media Optimizer, Adobe Primetime, Adobe Social, Adobe Target and the new
integration tools are Adobe Journey Analytics so on.
Adobe Marketing Cloud is a cloud base on premises platform. In addition to its main functions,
it also offers Application Programming Interfaces that will enable it to integrate with other
enterprises or even with the third-party systems. Currently there are more than 150 partners
including Microsoft, Oracle, Salesforce, and SAP.
The CRM includes social media platforms such as FB, LinkedIn, Tumblr and Twitter. Adobe
social a built-in tool that offers social media measurement, publishing and listening functions.
this adobe social is also useful for the users in the way of text analytics, social media analytic,
mobile application analytics and predictive publishing. This platform is designed for the
medium size and large size organizations and it is useful for the tens of thousands of users. It
runs on various operating system like Windows, Linux and OS X.
The pricing of these applications from Adobe Experience Manager is fixed by the usage of
organizational needs. Pricing is fixed based on case by case and its factors in the number of
solutions used user request the capabilities based on usage. Adobe provides customer
support with its broad network of partners.
 MARKETING ASPECTS
There are several Marketing aspects like service innovation, marketing investment,
customer experience which have helped the Adobe brand grow. Marketing strategies helps
companies to achieve the business goals & objectives and marketing mix is widely used
framework to define the strategies.
Adobe Product Strategy
Adobe is one of the well-established software companies which provides CRM services.
✓ Adobe analytics with this tool marketers can measure and manage customers online
and offline data.
✓ Adobe audience manager helps users to create unique audience profile to identify
their most valuable business segments.
✓ Adobe campaign provides personalization management capabilities for automating
and executing marketing schemes across digital platforms and traditional channels.
✓ Adobe experience manager helps to deliver the newsletters, magazines, and other
contents through the web, mobile, emails and video channels.
✓ Adobe media optimizer which combines portfolio and ad management with
intelligent campaign forecasting and targeted ad delivery.
✓ Adobe prime time which is multiscreen tv platform that helps broadcasters, cable
network and service providers create and monetize engaging, personalized TV and
film experiences.
✓ Adobe social and adobe target helps organization measure and maintain marketing
activities across various social media platform and help the brands to send the
targeted ads to their users respectively.
Adobe Pricing Strategy
Adobe CRM products are mostly targeted to small size and large sized organizations and
hence priced at a premium level adobe follows the subscription model in the name of
creative cloud which costs $19.99 month for individuals and small size organizations are
more than
$49.99 they follow variable pricing strategy as per their users need and amount of usage. A
wide variety of flexible licensing options for classrooms, labs, and departments and schools
are also available in the Adobe CRM tools. They are customized pricing and licensing options
for tailored to the needs of large institutions in specific.
Adobe Place and Distribution Strategy
Adobe sells their software online through their website. There is also option to buy the
software from third party vendors. The cloud-based services followed in their creative cloud
solutions needs fast internet speeds and the user directly gets access after payment to use
the software on a monthly payment basis.
Adobe Promotion & Advertising Strategy
The ads generally portray a situation where adobe products help their clients to achieve
their design target in an innovative way. “keep up with Hovering art director” campaign by
adobe where they explore the powerful and flexible feature of Adobe Stock. Adobe even try
to create an experience and sever customer needs in an innovative manner. The “Heist”
campaign is the notable. Adobe Experience Cloud gives the advertising, intelligence, and
marketing tools one need to deliver personal and relevant experiences.
SWOT ANALYSIS
STRENGTHS
Adobes addressable market has expanded in October 2018. Adobe’s executive team finds
the growth drivers and released research data that shows the company’s market expand
from approximately $83bn in 2020 to approximately $108bn by 2021. Adobe also closed
2018 with record quarter performance Q4 revenue of $2.46bn representing 23% year over
year growth total adobe revenue reach $9.08bn in FY18 which represents 24% annual
growth.
GAAP earnings per share in FY18 was $5.20 and non-GAAP earnings per share was $6.76.
Adobe’s Experience Cloud revenue for the year was $2.44bn, representing 20% YOY growth
with revenue of $690m for the fourth quarter this represents 25% YOY growth. key
Experience Cloud wins like Unilever, The Home Depot, Telegraph Media Group, Heathrow
Airport and US Department of Veterans Affairs.
Marketo acquisition boosts Adobe’s B2B credentials and expands the remit for Adobe
Experience Cloud to support high value, complex sales cycles through intelligent lead
nurturing and account-based marketing (ABM).
Magneto acquisition adds transactional elements to customer engagement mix this was
completed in 2018 signaled a significant intent by adobe to forge a more comprehensive
customer engagement platform. The acquisitions of Magneto now integrated as Magneto
commerce cloud adds together digital commerce, order management and predictive
intelligence to enable personalized and contextual shopping experiences that scale for
businesses of any size.
Introduction into the Open Data Initiative will empower customer the core focus is to
eliminate data silos and enable a single view of the customer, helping companies to better
govern across an organization. It will better position the new category of AI-Powered
services for customer allowing more readily apply AL and Advanced analytics for real-time
insights.
Adobe Auditor checks health of implementation Adobe Experience Platform Auditor will
provide an attractive component for customers looking to maximize their investment in
Adobe Experience Cloud. Auditor scans, audits, and then makes recommendations about
how to improve a specific adobe implementation.
Sensei targets new opportunities new adobe sensei implementation includes the AL and
Machine Learning framework, are intend the brands or organizations used to collect their
customers data like their journeys and behaviors to provide exceptional experiences. It also
identifies they type of customers, events and provide the recommendations to ensure the
right content to their customers at the right time on the appropriate device. The framework
that adobe uses services now available through the experience platform for customers to
build, train, and operationalize intelligent services specific to their business needs.
▪ Partnership with signal and Adobe’s identity service provide comprehensive
identity resolution.
▪ Platform integrates data into an open ecosystem.
▪ Centralized workflow and unified profiles enable intelligent orchestration.
▪ Quick implementation timeline offers an advantage.
▪ A change management program focuses on transforming the culture. WEAKNESS
Adobe’s Experience Cloud is marketing-centric unlike the CEP market such as Salesforce
and Oracle, AEC remains marketing-centric with creation and reigning as the centerpiece of
customer experience. However, it enables integration of sales services and other capabilities
through an APIs.
Adobe offers cross function capabilities through third-party providers it leads in marketing
functionality however it still depends on third parties for CPQ, service, field service and sales
force automation.
No industry-specific data models for XDM it does not provide any industry specific data
models from AEP it had a plan to expand its strategy by the end of 2019 to include vertical
specific offerings for Experience Data Model (XDM). In addition, adobe will allow their
customers and users to extend data model of their solutions.
Key B2B functionality is lacking it has the specific functions to identify the individuals’
interactions with the drill down capabilities, but it does no applicable to the B2B
functionality found in CRM and salesforce solutions. Providing workflows affect the end-to-
end process that impact the P&L account such as quote to cash.
OPPORTUNITIES
Adding cross functional capabilities must be a priority it should widen its marketing lens
and think how strategically they can deliver the cross functional capabilities adding to its
own features to the platform to enable cross functional support service.
Adobe must communicate its story to the wider audience it should communicate with the
influential people and who could create an impact with the digital transformations. It must
communicate the wider transformational story to CTOs, COOs, CXOs and even leaders with
service and support functions.
Magneto commerce acquisition will further Microsoft relationship as Microsoft is missing
an e-commerce piece to its customers engagement platform.
THREATS
Lack of functional support puts company at a disadvantage, competitors in the CEP market
such as Oracle worked efficiently to the acquisition to achieve end to end unification and
adaptability. Although Adobe Experience Cloud follows a best to breed strategy by
integrating with any commerce solution. Adobe’s lack of functional support puts the
company at disadvantage.

ANALYTICAL CRM
Analytical CRM denotes systematic analysis for the broad range of purpose collated data.
Customer data is defined as contact data, customer properties and information derived
from both online and offline behavior.
1. The customer data analytics is if a customer bought something from a particular
website that person being followed around the internet by displaying the marketing
ads asking them to buy what they just bought.
2. In advertiser perspective if a customer bought something from them and now those
advertisers following them around internet. Not only creating poor customer
experience but they spend huge amount of money for irrelevant customer when it
could be cross selling/upselling or wasting money advertising to someone not worth
selling at that moment.
3. In publisher perspective if they are serving up their ads to irrelevant to audience,
which means that display placements are generating a low Click Through Rate (CTR)
and is not delivering the expected returns. By serving up these ads to the customers
they are devaluing their own inventory.
Above mentioned are the three scenarios where every customer or organization face issues
in the form of analyzing their customers online and offline data. Adobe connects three dots
(CRM data, on-site analytics data and display ad serving) to get the more value and deliver
high returns for business and process becomes easier if brands have got Adobe Analytics.
Adobe has been providing the better solutions to their customers to handle and analyze the
data in following ways.
First thing is adobe on board the customer data to adobe analytics. This can be done by
either upload or via adobe campaign and leveraging the cross-channel data. What is
valuable to upload, include the customer ids including purchase history, propensity to buy,
lifetime value and whatever else is relevant to the business. Once got the plugin they can
establish the customer id as one of their analytics alongside the rest of the on-site
engagement and conversion data they are already collecting.
When the customer logs into the account the analytics captures the customer id which has
theCRM side of the picture and the visitor id which has the analytics side of the data. As
Adobe has more than one solution in the digital marketing cloud, they automatically have
access to the profiles & audiences core service. This means Adobe can take those visitor ids
with all that valuable analytics data plus anonymized CRM data and push it out to the other
parts of the cloud to leverage for targeting and marketing.
If adobe want to create to create a segment of existing customers to exclude from
displaying advertising. This means they can create a display campaign in adobe advertising
cloud, adobe can pull in that CRM enriched segment of existing customers and exclude them
from targeting when adobe serve ads through the DSP (Demand Side Platform).

OPERATIONAL CRM
Automation or support of customer process that includes a company’s sales or service
representative.
When an individual in any organization is registered user, they can create and manage
customer support. There are three ways in which Adobe CRM can handle their customer
queries.
Phone
Any supported users can call and speak with the customer executive called (ATSE) Adobe
Technical Support Engineer. When a person calls to customer support ATSE will verify
whether they are a verified customer or not and they will check the account on the product
for which they made the request. If they are not a supported user only limited support will
be provided to those customers.
Chat
Supported can use the chat functionality provided for them they can get maximum support
with this option but for the unsupported users they do not have this option available to
them.
Log an Incident
Any supported user can ask a question or report an issue for an adobe representative to
answer the questions. Select New cases tab and the chat button is the pathway to log the
new customer complaint. One can log many questions by selecting the new cases in an
incident box.
For Adobe campaign and Adobe Experience Manager the admin can grant access or remove
if the user is an unsupported user. For other DX solutions the system administrator can
reach out to adobe customer support to remove supported users.
Users can get a support as an unsupported user in the following ways.
1. Ask a question in the community where an unsupported user can send a query in a
forum for each experience cloud solution.
2. Sed a tweet to @AdobeExpCare this twitter handle is dedicated to pointing users in
the right direction. If the customer query exceeds the limit 140 characters, then the
customer can have the conversation with customer care via incident.

REFERENCES

• https://business.adobe.com/in/
• https://helpx.adobe.com/in/media-optimizer/kb/integrate-crm-data-adobe-
analytics-media- optimizer-integration.html
• https://en.wikipedia.org/wiki/Adobe_Inc.
• https://www.youtube.com/watch?v=LtIL1ktBNT0
• https://www.youtube.com/watch?v=EjCbpM44_xs
• https://www.celerity-is.com/us/our-thoughts/what-is-adobe-experience-cloud/
• https://www.marketo.com/adobe-experience-cloud/
• https://business.adobe.com/in/products/experience-manager/sites/pricing.html