General Motors to utilise Adobe's Experience Cloud
Adobe has announced at its latest Adobe Summit that General Motors (GM) will use Adobe’s Experience Cloud to deliver one-to-one personalised interactions at scale for millions of its customers.
GM is still moving to meet its goal of growing its capacity to one million electric vehicles (EVs) annually by 2025, but the ability to personalise each interaction with its customers will be crucial to educate consumers on the benefits of EVs.
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 organise 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,” says Ajay Kapoor, Global Director of Performance Driven Marketing, General Motors.
“As we move from normalising EVs and educating consumers, through to showcasing next generation personalisation capabilities, Adobe Experience Cloud will provide a center of gravity that allows us to connect with customers in a relevant and highly customised fashion.”
Adobe’s Real-Time Customer Data Platform (Real-Time CDP) will provide GM teams with unified customer profiles that can be updated instantly as interactions happen across 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 that it can avoid repetitive or unintuitive marketing efforts.
Adobe’s Journey Optimizer (AJO) is the engine that will enable GM to pick the right channels and moments to engage with its customers. AJO provides a visual interface for teams to build one-to-one journeys across online and offline touchpoints.
For example, if a customer has just purchased an EV, GM can immediately deliver communications on charging stations, routine maintenance and helpful mobile app features.
“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,” adds Kapoor.
“Our work with Adobe Experience Cloud will also set us up for targeted personalisation 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.”
Adobe’s Customer Journey Analytics (CJA) provides cross-channel insights. This will support GM’s teams to optimise marketing efforts and customer experiences over time.
As GM manages content and messages across channels, CJA will help its teams understand where customers are experiencing issues. CJA can also identify opportunities, such as new support features designed to guide customers during EV shopping stages.
“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,” says Stephen Frieder, Chief Revenue Officer, Enterprise, 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.”