General Motors Selects Adobe Experience Cloud to Deliver Real-Time Customer Engagement and Personalized EV Journeys
22 März 2023 - 02:00PM
Business Wire
- General Motors adopts Adobe Experience Cloud enterprise
applications, including Adobe Real-Time Customer Data Platform,
Adobe Journey Optimizer and Customer Journey Analytics to connect
customer insights across organizational touchpoints and deliver
highly personalized marketing at scale across channels
- Leading automaker’s newly unified real-time view of the
customer supports EV initiatives, driving initial consumer
awareness and consideration, continuing through EV ownership and
next-generation GM in-vehicle experiences
- Expanded Adobe relationship leverages deep insights to
enhance GM’s use of Creative Cloud, which enables teams to create
beautiful content experiences that showcase the innovation and
impact of EVs
Today, at Adobe Summit – the world’s largest Digital Experience
Conference – Adobe (Nasdaq:ADBE) announced that General Motors (GM)
has selected Adobe Experience Cloud to deliver one-to-one
personalized interactions at scale for millions of its
customers.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20230322005315/en/
As GM moves closer towards its goal of growing capacity to one
million electric vehicles (EVs) annually by 2025, the ability to
personalize each customer interaction will be critical to educating
consumers on EV benefits, then guiding them through buying and
post-purchase journeys. GM will use applications running on top of
Experience Platform (AEP) including Adobe Real-Time Customer Data
Platform, Adobe Journey Optimizer and Customer Journey Analytics as
integrated tools to unify customer insights and orchestrate
experiences across online and offline touchpoints–in real time.
“We are at the beginning of an EV movement that will
fundamentally change how we move around, delivering a
zero-emissions future with a driving experience that is transformed
with compelling digital services,” said Ajay Kapoor, global
director of performance driven marketing, at General Motors. “As we
move from normalizing EVs and educating consumers, through to
showcasing next generation personalization capabilities, Adobe
Experience Cloud will provide a center of gravity that allows us to
connect with customers in a relevant and highly customized
fashion.”
“A unified view of our customers will take our marketing efforts
to the next level, providing us the precision we need to
orchestrate customer experiences across major online and offline
channels,” said Kapoor. “Our work with Adobe Experience Cloud will
also set us up for targeted personalization in and around our
vehicles, where EV buyers can look forward to helpful content that
guides them immediately after they’ve purchased a vehicle, such as
with alerts and directions when their EVs need to be charged.”
“General Motors has years of experience with Adobe Creative
Cloud applications, creating beautiful content that showcases new
products, and leveraging tools such as Adobe Substance 3D to
simultaneously reimagine the vehicle design process and enhance
marketing efforts,” said Stephen Frieder, chief revenue officer,
enterprise at Adobe. “Now, our expanded relationship around Adobe
Experience Cloud will beautifully combine art and science,
supporting experience-led growth in its EV initiatives by
leveraging deep insights to engage customers with the most
relevant, impactful content.”
With AEP, GM can unify customer data from across its
organization under a common data model, while implementing strict
governance and security controls. A single source of truth about GM
owners can then be activated through an integrated set of
applications, showcasing the true power of AEP:
- Adobe Real-Time Customer Data Platform (Real-Time CDP)
provides GM teams with unified customer profiles that can be
updated in real time, as interactions happen across touchpoints
such as brand websites, emails and mobile apps. This equips each GM
team with an accurate understanding of where customers are in their
journeys with any brand, so it can avoid repetitive or unintuitive
marketing efforts. In an early test, GM leveraged Adobe Real-Time
CDP to support customers that expressed interest in its Cadillac
brand; their next GM interaction surfaced tools that allowed them
to build and customize a Cadillac vehicle. Each subsequent
engagement follows similar logic, including customization based on
actions customers took in their buying journeys.
- Adobe Journey Optimizer (AJO) is the orchestration
engine that enables GM to pick the right channels and moments to
engage with customers. AJO provides a visual interface for teams to
build one-to-one journeys across online and offline touchpoints,
scaled across the GM customer base with experiences that can be
triggered in impactful and helpful ways. For instance, if an
individual has just purchased an EV, GM can immediately deliver
communications on charging stations, routine maintenance and
helpful mobile app features.
- Adobe Customer Journey Analytics (CJA) provides
cross-channel insights, empowering GM teams to optimize marketing
efforts and customer experiences over time. As GM orchestrates
content and messages across channels, CJA helps teams understand
where customers are experiencing issues. CJA can also identify
opportunities, such as new support features designed to guide
individuals during EV shopping stages. A single source of truth
about GM customers can be leveraged by any team that touches the
customer experience. This can lower barriers across the GM
organization and empower individuals to be more data-driven,
helping ensure that every customer receives the same high quality,
personalized level of interaction anywhere and every time they
engage the brand.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
About Adobe Experience Cloud
In the experience economy, every business must be a digital
business and Adobe Experience Cloud is the global leader for
powering digital businesses. With solutions for customer journey
management, data insights and audiences, content personalization,
commerce and marketing workflows, Adobe Experience Cloud is driving
Customer Experience Management (CXM) across both B2B and B2C for
companies of every size. Adobe Experience Platform – the foundation
of Adobe Experience Cloud – is the industry’s first purpose-built
CXM platform, powering applications that enable personalized
customer experiences in real-time at scale.
© 2023 Adobe. All rights reserved. Adobe and the Adobe logo are
either registered trademarks or trademarks of Adobe in the United
States and/or other countries. All other trademarks are the
property of their respective owners.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20230322005315/en/
Public relations contact Kevin Fu Adobe kfu@adobe.com
Adobe (NASDAQ:ADBE)
Historical Stock Chart
Von Feb 2024 bis Mär 2024
Adobe (NASDAQ:ADBE)
Historical Stock Chart
Von Mär 2023 bis Mär 2024