Microsoft and Adobe Join Forces to Enable "Superior" Customer Experience

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The industry leaders have formed a strategic partnership with the aim to transform CX across all touch points.

Microsoft Corporation (NASDAQ:MSFT) and Adobe Systems (NASDAQ:ADBE) announced the new partnership at Adobe Summit in London yesterday, which is the company's annual European Digital Marketing conference

The partnership will include the integration of Adobe's Marketing Cloud Solutions with Microsoft's Dynamics CRM and allow brands to deliver experiences that take all customer engagements into account – from reach and acquisition to retention and loyalty.

Brad Rencher, senior vice president and general manager, Digital Marketing Business at Adobe, said that with the new partnership Adobe and Microsoft are creating the industry's "first large-scale solution for connecting the customer experience across all touch points."

He continued: "We are making it possible for the long-held promise of the customer-centric enterprise to become a data-driven reality."

In a statement the companies said that the new integration will help eliminate frustrating customer experiences that result when marketing, sales and service interactions are siloed.

It offers the ability to:

  • Align sales and marketing activities by tightly integrating audiences and their behaviors, which can help guide sales or service calls, identify sales opportunities or inform lead scoring
  • Find high-value audience segments and provide them with real-time offers on the website or enable targeted display ads
  • Combine Web behavior data with order history, return history, loyalty status and call center history to not only identify where in the sales lifecycle stage a customer is in, but then also deliver the right content at the right time, whether that content resides on a landing page, in a service follow-up email, or as an alert in a mobile app.

Kirill Tatarinov, executive vice president at Microsoft Business Solutions, said that helping customers reinvent productivity and business processes is "one of our top priorities".

"Partnering with Adobe enables us to deliver a comprehensive set of customer engagement processes to enterprise customers to help them be more productive and better engage with their customers," he added.

Microsoft and Adobe also added that they are committed to expanding other areas of collaboration and product integration in addition to this weeks announcement.

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