Single view of customer efforts hampered by data silos, legacy systems, lack of leadership, says Adobe

Adobe's survey of 1,000 IT decision makers finds a few potholes on the road to a single customer data view.
Written by Larry Dignan, Contributor

The road to the single view of the customer has a few potholes such as integration of systems, data silos and collaboration issues between departments, according to an Adobe survey of 1,000 IT decision makers.

Adobe, which is making its Experience Platform generally available, surveyed 1,000 IT decision makers in large enterprises with more than 1,000 employees. Adobe, SAP, Salesforce, Oracle and a bevy of others are battling to manage customer data and experiences for large enterprises.


Among the key points:

  • Less than two-third of respondents say they are doing well in cleaning data, integrating data sources and personalizing customer experiences.
  • Leadership is also an issue for developing a single view of the customer. Thirty percent of respondents said a lack of shared vision across the company was a big challenge.
  • 90 percent of IT decision makers see their use of artificial intelligence and machine learning, but only half feel they are using it effectively.
  • The leadership issue also affects collaboration around customer experience data. Respondents were most positive about data collaboration if the line of business teams or IT set the technology vision. Sixty-nine percent of respondents were positive about customer data collaboration if line of business teams set the tech vision and IT implements it. If IT set the tech vision without business input, 71 percent of respondents were positive on collaboration.
  • 47 percent of respondents said ensuring customer data is secure was the biggest tech priority for the next year with 40 percent citing implementing AI or driving innovation. 

On top of the survey results, Adobe also announced Tuesday the launch of Commerce Cloud within its Experience Cloud umbrella. The new feature is essentially a customer data platform that is fully integrated with the rest of Adobe's tools, including its Analytics Cloud, Marketing Cloud and Advertising Cloud.  Adobe also noted that the new offering also means that users won't have to deal with the operational aspects of running the service themselves. To ensure that it can manage this for these customers, the company has tweaked the service to be flexible and scalable on its platform.

Adobe also touted several key partnerships aimed at bolstering its marketing software capabilities. The company formed a data sharing partnership with Microsoft that will help target content on key B2B platforms like LinkedIn. The idea is to make it easier for Adobe customers to target buying teams and pitch software and services. 

Meanwhile, a new partnership between Adobe and ServiceNow is focused on advancing customer experience management. Specifically, the companies will integrate customer experience data to personalize across touch points.

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