Leveraging Cross-Functional Data To Enrich CX: Genesys Partners with Adobe

Genesys’ partnership with Adobe will help brands tap into cross-functional data to deliver bespoke customer experiences

Genesys, the contact-center-as-a-service provider announced its partnership with Adobe to help organizations align their marketing, commerce, sales and service departments. The new integration between Genesys Cloud and Adobe Experience Platform will allow organizations to gain deeper visibility into every customer touchpoint. The partnership is expected to help contact centers and other business units reimagine their approach to customer experience (CX). The company calls its latest initiative – Experience as a Service.

“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.”

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While marketing and sales used to be the primary touchpoints for customers, things have now changed. Customers interact with organizations across many different functions, however, their data doesn’t move with them throughout their journey, resulting in disconnected experiences with minimal personalization. Although systems exist to facilitate data exchange across departments and software, organizations fail to leverage this data for developing real-time engagement. Genesys’ new partnership with Adobe is looking to break down silos that prevent organizations from leveraging the true promise of real-time engagement.

The partnership will help Genesys customers create bespoke customer profiles by collating customer data from an individual’s marketing and contact center history with real-time intent. This provides agents with richer customer insights that are made available from a single desktop. It also helps organizations provide more personalized experiences that ultimately improve loyalty and retention.

Adobe Experience Platform’s comprehensive real-time customer profiles are complemented by Gensys’ artificial intelligence (AI) capabilities providing agents deeper insights into past customer interactions, purchases, customer segments, interests and real-time intent. Organizations can more accurately predict how and when to engage prospects and on what channels (website, phone or social media) for more effective campaign conversion rates.

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The Adobe – Genesys partnership is also expected to help marketers extend their campaign’s reach across digital and voice channels, making for a richer attribution environment and optimal conversion path to inform their strategies.

“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.”

How Brands Can Leverage Contact Centers To Revolutionize CX With Genesys

The customer-brand dynamic has undergone a dramatic shift over the past few months. Lower demand, job losses, and a looming recession have hit brands hard. However, there is a silver lining – customers are increasingly opting for online purchases. This is a powerful opportunity for brands to connect with their customers on a deeper level.

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Here’s where the Adobe – Genesys partnership promises to deliver. Leveraging Adobe’s industry-leading customer profiling capabilities and Genesys’ cloud-based AI, brands can deliver differentiated customer experiences by tapping into direct and contextual customer data from across business functions. The partnership allows brands to reveal data that would otherwise have been locked up in functional silos to build a more complete understanding of customers leading to more personalized journeys.