General Motors Selects Adobe Experience Cloud to Deliver Real-Time Customer Engagement and Personalized EV Journeys
General Motors adopts
AdobeExperience Cloud enterprise applications, including Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer and Customer Journey Analytics to connect customer insights across organizational touchpoints and deliver highly personalized marketing at scale across channels
Leading automaker’s newly unified real-time view of the customer supports EV initiatives, driving initial consumer awareness and consideration, continuing through EV ownership and next-generation
- Expanded Adobe relationship leverages deep insights to enhance GM’s use of Creative Cloud, which enables teams to create beautiful content experiences that showcase the innovation and impact of EVs
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“We are at the beginning of an EV movement that will fundamentally change how we move around, delivering a zero-emissions future with a driving experience that is transformed with compelling digital services,” said
“A unified view of our customers will take our marketing efforts to the next level, providing us the precision we need to orchestrate customer experiences across major online and offline channels,” said Kapoor. “Our work with Adobe Experience Cloud will also set us up for targeted personalization in and around our vehicles, where EV buyers can look forward to helpful content that guides them immediately after they’ve purchased a vehicle, such as with alerts and directions when their EVs need to be charged.”
“General Motors has years of experience with Adobe Creative Cloud applications, creating beautiful content that showcases new products, and leveraging tools such as Adobe Substance 3D to simultaneously reimagine the vehicle design process and enhance marketing efforts,” said
Adobe Real-Time Customer Data Platform (Real-Time CDP) provides
GMteams with unified customer profiles that can be updated in real time, as interactions happen across touchpoints such as brand websites, emails and mobile apps. This equips each GMteam with an accurate understanding of where customers are in their journeys with any brand, so it can avoid repetitive or unintuitive marketing efforts. In an early test, GMleveraged Adobe Real-Time CDP to support customers that expressed interest in its Cadillac brand; their next GMinteraction surfaced tools that allowed them to build and customize a Cadillacvehicle. Each subsequent engagement follows similar logic, including customization based on actions customers took in their buying journeys.
Adobe Journey Optimizer (AJO) is the orchestration engine that enables
GMto pick the right channels and moments to engage with customers. AJO provides a visual interface for teams to build one-to-one journeys across online and offline touchpoints, scaled across the GMcustomer base with experiences that can be triggered in impactful and helpful ways. For instance, if an individual has just purchased an EV, GMcan immediately deliver communications on charging stations, routine maintenance and helpful mobile app features.
Adobe Customer Journey Analytics (CJA) provides cross-channel insights, empowering
GMteams to optimize marketing efforts and customer experiences over time. As GMorchestrates content and messages across channels, CJA helps teams understand where customers are experiencing issues. CJA can also identify opportunities, such as new support features designed to guide individuals during EV shopping stages. A single source of truth about GMcustomers can be leveraged by any team that touches the customer experience. This can lower barriers across the GMorganization and empower individuals to be more data-driven, helping ensure that every customer receives the same high quality, personalized level of interaction anywhere and every time they engage the brand.
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About Adobe Experience Cloud
In the experience economy, every business must be a digital business and Adobe Experience Cloud is the global leader for powering digital businesses. With solutions for customer journey management, data insights and audiences, content personalization, commerce and marketing workflows, Adobe Experience Cloud is driving Customer Experience Management (CXM) across both B2B and B2C for companies of every size. Adobe Experience Platform – the foundation of Adobe Experience Cloud – is the industry’s first purpose-built CXM platform, powering applications that enable personalized customer experiences in real-time at scale.
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