Genesys has today announced its partnership with Adobe, which will include a new integration between Genesys Cloud and Adobe Experience Platform to enable the breaking down of siloes between marketing, commerce, sales and service departments.

As a premier partner in the Adobe Exchange program, the company is collaborating with Adobe to help organisations realise the Genesys vision of Experience as a Service.

“Adobe and Genesys have a shared goal to help businesses more fully leverage their customer data,” says Genesys chief executive officer Tony Bates.

“The combined power of our interoperable platforms makes it easier for organisations to utilise enriched customer context so they can provide more personalised engagement that builds stronger empathic connections.”

IDC vice president of customer experience management strategies Alan Webber says rich customer data is the key to better business practice across the board.

"For organisations that want to truly develop deep empathy with their customers that results in a unique and differentiated customer experience, the ability to tap into direct and contextual customer data from across the organisation is foundational," says Webber.

"Partnerships like Genesys and Adobe have the opportunity to expose data that has been locked away in function-specific applications to build a more complete understanding of each individual that results in a more personalised experience for which customers will return."

The integration between the two companies aims to rectify the problem experienced by customers where their data does not move with them when they engage with organisations across several different functions.

Here are some of the features that aim to achieve this:

The integration links an individual's marketing and contact centre history with their real-time intent, giving agents more customer insights, which are made available from a single desktop.

It enables more highly personalised experiences so organisations can optimise customer engagement, resulting in improved customer loyalty and retention, sales conversions and return on investment.  

Organisations can now use the combined muscle of Adobe Experience Platform's real-time customer profiles with Genesys Predictive Engagement, which is powered by artificial intelligence and embedded in Genesys Cloud.

This can provide agents with better intelligence from past interactions, purchases, customer segments, interests and real-time intent. Organisations can more accurately predict how and when to engage prospects – whether on a website, via phone or using other channels, for more effective campaign conversion rates.

Customer attribution through the funnel has historically been limited to marketing campaigns and trackable websites. The new integration can allow marketers to extend their campaigns' reach across digital and voice channels.

This can potentially give marketers richer campaign attribution and helps them identify the optimal conversion path to inform their strategies.

“The global imperative for digital engagement has created an even greater sense of urgency for every business to deliver exceptional, personalised digital experiences,” says Adobe chief executive officer Shantanu Narayen.

“Integrating customer insights from Genesys Cloud into Adobe Experience Platform will give brands a more complete view of their customers, enabling deeper interactions that drive brand loyalty and growth.