Adobe is introducing new mobile capabilities into the company’s Journey Optimizer tool that will allow brands to engage customers regardless of the customers’ location.
Described by Adobe as an end-to-end CX solution as well, Journey Optimizer enables brands to activate real-time customer insights to support interactions across channels, Adobe said in the company’s blog announcing the new mobile features. Journey Optimizer will also allow brands to manage, from within a single application, both omnichannel campaigns and one-to-one touchpoints.
The new mobile capabilities and features of Journey Optimizer help brands personalize CX. For instance, the message designer feature lets brands deliver personalized messages—through email, push, in-app, or text—from a single interface. To personalize the in-app experience, brands can tailor in-app messages based on customer profile attributes, the location of the mobile device, and app usage history.
For a unified customer profile, Journey Optimizer can collect and analyze customer data from multiple sources to produce actionable business insights within streamlined workflows. Journey Optimizer can also help determine the appropriate message to deliver to the customer, while allowing brands to pause campaign messages for any unresolved customer service issues.
With location-aware triggers, Journey Optimizer will listen actively to events, such as a person entering an entertainment venue or a store, and a brand can then use directed mobile messages to amplify the CX.
The mobile capabilities of Journey Optimizer will also allow marketers and customer-facing teams to access approved brand assets natively within Journey Optimizer through Adobe Experience Manager Assets Essentials, a cloud-based digital asset manager (DAM).
Finally, developer tools in Journey Optimizer will be available, allowing for inspection and validation of data for client-side web and mobile events, data exports, and low-level software development kits.
“The shopping journey belongs to the consumer, not the brand,” said Kevin Lindsay, who leads strategy and product marketing for Adobe’s digital experience business unit. “Consumers decide when and how they want to engage with a brand, both online and offline. With Journey Optimizer, consumers can use their mobile devices to connect with brands in a variety of ways—whether it’s via text message, push notifications, or in-app messages.”
Adobe’s mobile capabilities also include a connector from Sinch, the Swedish telecom and cloud communications provider, designed to enable brands to natively author personalized Short Message Service (SMS) messages within Journey Optimizer. Brands can leverage Sinch’s Conversation application programming interface (API), allowing consumers to connect with brands via two-way conversational mediums like WhatsApp, WeChat, and Viber.
Author Information
Alex is responsible for writing about trends and changes that are impacting the customer experience market. He had served as Principal Editor at Village Intelligence, a Los Angeles-based consultancy on technology impacting healthcare and healthcare-related industries. Alex was also Associate Director for Content Management at Omdia and Informa Tech, where he produced white papers, executive summaries, market insights, blogs, and other key content assets. His areas of coverage spanned the sectors grouped under the technology vertical, including semiconductors, smart technologies, enterprise & IT, media, displays, mobile, power, healthcare, China research, industrial and IoT, automotive, and transformative technologies.
At IHS Markit, he was Managing Editor of the company’s flagship IHS Quarterly, covering aerospace & defense, economics & country risk, chemicals, oil & gas, and other IHS verticals. He was Principal Editor of analyst output at iSuppli Corp. and Managing Editor of Market Watch, a fortnightly newsletter highlighting significant analyst report findings for pitching to the media. He started his career in writing as an Editor-Reporter for The Associated Press.
