Customer Communications Management

Adobe is Leader im 2018 Aspire Leaderboard

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Good news for Adobe and Adobe Experience Manager Forms at the beginning of the second half of the year

 

The 2018 Aspire Leaderboard for Customer Communications Management was recently released. It categorized Adobe as a Leader in multiple categories:

  • Overall Customer Communications Vendor
  • Customer Communications Management (CCM)
  • Omni-Channel Orchestration
  • Business Automation

 

Aspire evaluated a total of 17 software vendors for their capabilities in correspondence management, future strategy, use cases and solution architecture. Adobe was ranked leader in the analyst report. Aspire analysts were impressed with the solution's current capabilities and the strategic direction of Adobe Experience Manager Forms.

 

Aspire also confirmed Adobe's outstanding vision of how customer communications can drive future business growth. Adobe Customer Communications offers companies the opportunity to realize this vision. According to Aspire, the solution is ideal for companies that have onboarding, enrollment, or activation use cases.

 

Onboarding: This term originally comes from HR and especially from recruiting. When an employee is hired, he receives a large number of personalized documents/contracts and has to fill out various forms. Ideally, this is done as part of a workflow. The term "onboarding" stands for a multi-level communication with a third party who receives documents (in the context of workflows) and has to sign them and fill out forms if necessary.

 

Enrollment: This term comes from the university sector and is translated as matriculation/registration. Enrollment thus stands for application or self-service processes of employees or customers who have to fill in forms or applications (personalized and possibly already prefilled).

 

Activation: This term comes from online marketing. Activation is the term used to describe the right approach to the respective customer segments with personalized and relevant content, so that prospective customers become customers or customers are inspired for an up-sell / cross-sell. Many CCM solutions are difficult to link with other data sources, so that customer communication is often not relevant enough. With Activation Use Cases, companies want to connect various data sources in order to get a holistic view of the customer and to make customer letters as personal and relevant as possible.

 

Adobe highlighted the following areas in particular:

  • User Interface (UI)
  • Form Analytics
  • data integration
  • Integrate directly with Adobe Sign and other Adobe Experience Cloud solutions.

 

Sunil Menon, Head of AEM Forms, was not surprised that Adobe achieved record levels in Omni-Channel Orchestration, Forms Management, Data Integration and Customer Approach. Adobe has invested heavily in these areas in recent years. They recognized the need to combine form processes (input) with correspondence processes (output) in order to guarantee a consistent and optimized customer experience from A to Z. The company had also developed a new solution to this problem. Adobe refers to this as "experience-driven communication".

 

The Aspire Report is therefore a great appreciation of Adobe's continued progress and the innovations that Adobe has brought to the market.

 

Customer experience is the key to success

Companies have always been looking for ways to strengthen customer loyalty and increase customer sales. They are trying to improve the customer experience at all touch points with their customers along their customer journey. Important points of contact with the customers are also all form processes and the dispatch of all correspondence.

With AEM Forms, employees in specialist departments can create mobile and responsive forms as well as interactive correspondence including automated workflows on a central platform with intuitive user interfaces.

 

Omni-Channel with Interactive Communications

Many consumers prefer digital communications, but print or PDF communications are still critical because of compliance reasons or for offline access. Adobe has created a cross-channel solution for online, offline, PDF, and print: Interactive Communications.

With this solution, business users work in a single user interface to create, preview, and publish mobile and responsive writing as well as PDF/Print versions. This enables companies to quickly and easily communicate with customers through their preferred channel.

 

Interactive Communications

Interactive Communications

Personalized communication

A letter that is not personalized - is useless.

The integration of data from CRM or other backend systems, for example to prefill letters with customer data such as name, address and account number, is a good start.

Adobe Experience Manager Forms goes one step further. In an easy-to-use user interface, data sources can be integrated by the creator of a letter, e.g. to display up-sell or cross-sell offers. And this for multiple touchpoints such as mobile and PDF/Print. Based on customer segments and customer interests.

 

Summary

Compared to other forms and correspondence management solutions on the market, Adobe Experience Manager Forms stands out because it combines so many features in a single product. AEM Forms not only includes forms, workflow automation, and correspondence management. Adobe provides an integrated platform that enables organizations to personalize, measure, and continually improve the user experience of forms and communication processes. The integration of electronic signatures enables legally compliant, digital forms and onboarding processes. Adobe's integrated AI and machine learning solution "Sensei" accelerates content and form creation.

 

 Read the interactive  2018 Aspire Leaderboard for Customer Communications Management Report for more information.