Successful customer experiences are more relevant than ever before

Nearly 300 visitors attended the Adobe Symposium on November 16, 2017, according to the organizer. The event at Stage One mainly attracted Adobe customers and partners as well as those interested in marketing and experience trends. Angelo Buscemi, Country Manager Adobe Switzerland and Austria, summed up: "The Adobe Symposium more than exceeded our expectations. We are very pleased that we were able to demonstrate at our Swiss event the great influence that marketing is already having in the area of experience. It was also possible to show concretely how companies can increase the customer experience across all available channels and thus win the loyalty of their customers. Many of the participating companies are pioneers and are already using the new possibilities for themselves and for their customers. What emerged very clearly at the symposium in Zurich is that companies absolutely must integrate the topic of customer experience into their marketing strategy in order to be successful in the long term. As Vijayanta Gupta pointed out in his presentation, "experience is the new loyalty.""

Partnerships as the basis for new customer experiences

Angelo Buscemi opened the event together with David Burnand, Director, Enterprise Marketing EMEA at Adobe. Vijayanta Gupta, Head of Product & Industry Marketing and Industry Strategy EMEA, then explained his personal connection to Switzerland and gave the audience clear examples of how successful customer experiences can be created. Michael Gubelmann from Microsoft presented how the partnership between Adobe and Microsoft will make itself felt and how sales and marketing can be linked in the best possible way. Marc Eaman, Director, Experience Cloud, Technical Marketing Adobe, showed how companies can make experience their business model, true to the motto of the event.

Customer experience put into practice...

Before noon, two breakout sessions were held. These were thematically divided into "Creative", "Marketing" and "Advertising". In a creative session, for example, Sebastian Pfotenhauer from Ringier AG explained why virtual reality is a game changer in today's world and how VR can best be integrated into a multiplatform strategy. From the field of marketing, Nicolas Mériel from Swisscom presented how Swisscom is already using artificial intelligence and what new opportunities it can open up. In two further breakout sessions, Stefan Gass from Veeam Software gave tips on how to optimize B2B business through "connected customer brand experiences". Secondly, the hot topic of GDPR (General Data Protection Regulation) was also discussed thanks to Heiner Bünting, Senior Legal Counsel EMEA at Adobe. Bünting explained what the General Data Protection Regulation means for companies in concrete terms and how they should prepare for it.

...and some magic

In the afternoon, Felix Wenger, Head Distribution & Channels at Raiffeisen Switzerland, and Karsten Krämer, Senior Manager Digital Portals Deutsche Lufthansa AG, presented use cases from their companies. Marco Tempest, a cyber illusionist, was able to captivate the audience once again at the very end, combining technology, story telling and a bit of magic with his performance.

Source and further information: Adobe System (Switzerland) Ltd.