Adobe, ServiceNow Partner to Improve Customer Experience

Need to Know

• Through the partnership, ServiceNow and Adobe will integrate software systems to improve apps used by customer service representatives. 
• The integration will create a workflow between Adobe Experience Platform and ServiceNow, allowing for improved personalization of customer service experiences and enhanced service capabilities. 
• When a customer contacts a brand using an app with the integration, the customer service rep will see a full history of the customer’s engagement with the brand, compiled by Adobe. 
• ServiceNow’s latest quarterly results show its revenue increased to $1.06B, a 34% year-over-year growth.

Analysis 

Consumer behavior has dramatically changed due to the restrictions placed on many businesses as a result of the coronavirus pandemic. In addition to delivery options, product offerings, and pricing, brands are heavily focusing on customer service and providing the best unique solution for each individual customer. 

Today, Adobe and ServiceNow announced a new partnership that will allow brands to focus on personalization and customer service at an entirely new level.

“Today’s customer service teams are faced with unprecedented levels of customer inquiries, which has created urgency for omnichannel, end‑to‑end customer service solutions that provide a complete view of every customer,” said Farrell Hope, SVP of customer workflows at ServiceNow. “Together with Adobe, ServiceNow is enabling organizations to have greater access to important customer information and build deeper loyalty with their customers.”

The integration of Adobe’s extensive customer data with ServiceNow’s workflow means that when a customer contacts a brand using either Adobe, ServiceNow, or an affiliated app’s system, the customer service rep will have immediate access to customer history and interaction with the brand, including purchases and queries made through its online help portals. This ‘360 view’ of the customer history allows the rep to gain better customer insights, drive brand loyalty, and improve the customer experience, all of which drive sales. 

“Adobe’s mission to change the world through digital experiences has never been more relevant or powerful,” said Amit Ahuja, VP, ecosystem development, Adobe in the release. Adding the partnership will empower enterprises with a more complete customer profile ”so they can provide an experience that will drive better engagement and ultimately business success.”  

Its ServiceNow partnership is just the latest innovation Adobe has made with its platforms. Earlier this year Adobe unveiled its popular Experience Manager (AEM) as a cloud service, merging its  “rich out-of-box capabilities and content customization options” with the flexibility, security, and savings on the technical overhead that cloud-based storage provides.

ServiceNow currently has over 900 customers contributing over $ 1 million in contract value, helping to bring its quarterly revenue to $1.06 billion. In late 2019, Adobe reported that it surpassed $11Billion in annual revenue.