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How Adobe and Salesforce are tweaking customer experience tools TechCrunch


Problem acquiring Figma and attacking Genie launch from different angles

It was a big week for the customer experience market, with two major players in the marketing tools space taking turns to take the idea to the next level. The pair of measures taken together could bring customer experience closer to reality after a long stretch of ambition.

“Customer experience” is kind of a vague notion. The idea is that you want your customers to feel good every time they interact with you, whether in person or online. You certainly know when it’s not working well, but it can be more subtle than just a big smile in person or a successful result online. Rather, it’s about going the extra step to anticipate problems before they happen or designing a product in a stylish way to reduce friction.

It seems that with all the data we have on customers these days, businesses should do better to drive positive experiences. In fact, there is so much data from so many sources that companies like Adobe and Salesforce have created Customer Data Platforms (or CDPs for short) to bring all of this data together in one place with the goal of providing optimal customer experiences based on the knowledge you have gathered about customers.

Two of the biggest companies involved in collecting and using this data are Salesforce and Adobe. While Adobe doesn’t have a CRM, it certainly has marketing tools, and its $20 billion purchase of Figma was all about building great products, which should ultimately lead to a better customer experience.

Meanwhile, at Dreamforce this week, Salesforce’s annual client conference in San Francisco, the CRM giant announced a new approach to data integration on a platform called Genie. While it works in conjunction with the tooling platform itself and with external partners like Snowflake and Amazon, the ultimate goal is to use the massive amounts of customer data to drive the best customer experiences possible at when they are needed.


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