Adobe Summit: Developing Better CRM


Keynote from Adobe Chairman and President includes exciting big data announcement 

Adobe Insights
Adobe Summit: Developing Better CRM

This week saw big players in the CX world gather for the Adobe Summit, which opened with a keynote on the importance of developing true customer connections to allow organisations to thrive in the digital economy that has become the ‘new normal’ after the COVID-19 pandemic.  

The online event, which ran from April 27-19, welcomed executives and other global business leaders to share how hyper-personalised CX is the key to business growth today and in the future. 

Keynote speakers on the first day of the event featured Shantanu Narayen, Chairman, President, CEO, Adobe, who announced at the event itself Adobe has partnered with FedEx to drive e-commerce innovation.  

Brands and businesses will be better equipped to tackle the strong increase in package volume by offering free two-day shipping, seamless checkout and returns. The integration will also give Adobe merchants access to FedEx post-purchase logistics data, which will help them drive demand, reduce cost and gain customer insights. 

Narayen said: “We’re proud to partner with FedEx to unlock a new era of e-commerce experiences built on innovation, speed and convenience that enable our joint customers to compete and win in the digital-first economy. 

“The opportunity to partner with Adobe is another step forward in the FedEx journey to create an open, collaborative e-commerce ecosystem that will help brands and merchants deliver seamless experiences for their customers,” said Raj Subramaniam, president and chief operating officer at FedEx.

“With Adobe’s leadership in customer experiences, the ShopRunner platform and our digital and logistics intelligence, we can increase the competitiveness of brands and merchants and create new possibilities in e-commerce.” 

The event also featured presentations from Serena Williams, tennis champion and entrepreneur, Albert Bourla, Chairman, CEO, Pfizer, Deborah Wahl, Global CMO, General Motors and Rajesh Subramaniam President, COO, FedEx.  

Other sessions included Fuelling the Digital Economy With Content Everywhere, How Brands Connect to Community & Culture and A Crisis is a Terrible Thing to Waste, which featured an insight into how the pandemic has prompted companies to tear up organisational rulebooks.

The event follows more Adobe news in their partnership with Sinch.  

This will be achieved through one- and two-way campaigns across a broad array of chat messaging applications, Sinch said. 


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