Celebrate the Movers & Shakers of 2020

At Adobe, we’re passionate about enabling our customers to change the world through digital experiences.

As we ask Adobe Experience Cloud users to share the ways that they’ve blended their creativity with our technology to reinvent customer experiences, we’re always amazed to see what comes back. And this year was no different. The challenge for us was determining those who stood up and stood out a little more than the rest.

This collection highlights the stories from the 2020 Adobe Experience Maker Award winners. You can see how they uniquely identified opportunities and solved challenges to elevate the customer experience through ingenuity, teamwork, and technology.

We hope you enjoy these journeys from the 2020 Movers and Shakers as much as we have.

The Advocate
Foxtel broadcasts a new culture of personalization.

See their win and learn about the journey

The Advocate recognizes the company that has overcome a significant challenge by embracing a customer-first approach to digital transformation and elevating their customer experience to new heights with Adobe Experience Cloud solutions.

The challenge:
As the most innovative and dynamic media company in Australia offering subscription TV, Foxtel found themselves competing against a growing list of streaming-video content providers. Foxtel knew they had to increase their appeal to customers by making engagement easier, more personal, and more mobile-friendly.

The solution:
Foxtel saw a unique opportunity to increase the insights and customer personalization with Adobe Experience Cloud technology. They used Adobe Target, Analytics, Audience Manager, and Experience Manager to initiate a “build, test, measure” approach to their marketing and customer-related initiatives. Since November 2018, Foxtel delivered over 200 personalization campaigns that contributed 13 percent in incremental sales.

The experience:
This experimentation approach started small but has now gained influence throughout the company. They’ve developed highly engaging user experiences, personalizing each step as customers become aware of Foxtel’s offerings. Along the way, data informs Foxtel about the customer, what they’ll be interested in, and serving them that content. As the customer moves through the sales funnel, messages are suppressed that have since become irrelevant. Overall, what the customer sees is a company that knows who they are and what they want in real time.

The Ambassador
Chelsea Kiko of McGraw Hill Education aces advanced customer engagement practices.

See their win and learn about the journey

The Ambassador recognizes the individual who has gone above and beyond to share their expertise and thought leadership, while demonstrating a willingness to help their peers succeed in their digital transformation and customer experience management initiatives with Adobe Experience Cloud solutions.

The challenge:
Chelsea Kiko is marketing operations manager at McGraw Hill — a learning science company that delivers personalized learning experience to students, parents, educators, and professionals. When she arrived, marketing and sales teams struggled following up with marketing prospects in a timely fashion. They had moderate traffic to their website with high bounce rates, declining e-commerce sales, and some customers feeling like they weren’t getting what they were promised.

The solution:
By using Adobe solutions to understand what their customers wanted, Chelsea reshaped the routing strategy, getting marketing leads into the hands of sales reps more quickly. She developed a relationship with the sales team to create enhancements in routing that both serves the customers more quickly and increases pipeline.

The experience:
Time spent educating internal stakeholders with the why behind change as well as listening to customers helped her organization push new proactive and innovative ways to serve. In fact, the average time to address inbound leads was reduced from 36 days to 8 hours or less — all through a more consistent experience across channels. As a 4-time Marketo Champion, Chelsea is dedicated to helping other marketers use Marketo Engage to build their careers and create greater business impacts.

The Analyzer
Chartered Accountants Australia & New Zealand paves a new path to digital maturity.

The Analyzer recognizes the company that has used data-driven decision making to create optimized customer journeys and drive significant business impact based on using real-time insights from Adobe Experience Cloud analytics solutions.

The challenge:
Chartered Accountants Australia & New Zealand (CAANZ) serves as the premier, member-based body for accountants in their region. Among their branding presence, CAANZ maintained seven different web properties which worked independently of each other. They knew that their usage was high, but it came with low satisfaction and visitors stating they couldn’t find what they were looking for.

The solution:
CAANZ, early in their journey to digital maturity, needed to establish a culture of data and analytics. Starting at square one meant creating a base of data integrity. The organization created a research, data, and insights (RDI) team structured to organizationally support this data-centered culture. The RDI team began driving a major campaign, with daily data insights changing the way campaigns were conducted from then on. Their data-first approach led to acquisition growth by 24 percent, growth in online orders of 297 percent, and growth in site interactions of 39 percent.

The experience:
CAANZ used Adobe technology, the creation of data-first culture, and organizational buy-in to significantly grow the organizations digital maturity. In just two years, CAANZ is now delivering on all of the investment of building a data-driven team, deploying and upgrading a robust digital marketing ecosystem with Adobe Experience Cloud solutions, and moving toward long-term insight-based success.

The Architect
Westpac gets personal in a new age of digital banking.

See their win and learn about the journey

The Architect recognizes the company that has unified their content and marketing strategy to streamline the digital customer journey. They deliver personalized, relevant content to the right audience at the right time, achieving measurable impact on business results with the help of Adobe Experience Cloud solutions.

The challenge:
As Australia’s first bank and oldest company, Westpac has had a long-established presence in their market with a strong network of branches. But as customers have migrated their banking to digital channels and the arrival of digital-only neobanks, Westpac had to connect their customer experience across all channels. To do so, Westpac first had to bring consistency to the different digital tools being used across the business.

The solution:
Westpac turned to the extensible solutions in Adobe Experience Cloud, which allowed them to operate efficiently across multiple channels and experiences. Westpac’s implementation of Adobe Experience Cloud solutions has gradually grown, starting with Adobe Experience Platform Launch, Adobe Analytics for reporting, and Adobe Experience Manager for content management. They eventually added Adobe Target for testing and personalization and Adobe Audience Manager to increase the range of segments used for personalization and offsite remarketing.

The experience:
Westpac has reinvented their approach to personalization. Previously, propensity models could take up to two weeks to create and be out of date before they were implemented. Now, personalization happens with each page load, giving each customer the right experience at the exactly the right time. Additionally, the ratio of click-to-app completion has increased from less than 1 percent prior to launch to more than 15 percent, and the personalization share of digital shares has grown from 7.6 percent to 11.67 percent.

The Changemaker
National Center for Missing and Exploited Children reaches a wider audience.

See their win and learn about the journey

The Changemaker recognizes the company or individual that has innovated to engage customers and create experiences through Adobe Experience Cloud solutions that drive quantifiable impact promoting social or environmental good.

The challenge:
The National Center for Missing and Exploited Children (NCMEC) is a private, non-profit corporation whose mission is to help find missing children, reduce child sexual exploitation, and prevent child victimization. NCMEC noticed that they struggled greatly to manage the volume of information they created that they wanted to get into the hands of the public. They could also see that even though people were visiting their website, they were also leaving quickly.

The solution:
NCMEC felt that it was critical to adopt technologies that not only engaged people with desktop experiences, but mobile and tablet experiences as well. And with the help of Adobe Experience Manager, they created three new websites that met more diverse audiences with messages relevant to them. They also updated information on missing children faster than ever and made the online donation process much simpler, encouraging continued engagement.

The experience:
NCMEC’s increased ability to collect donations and broadcast their message and content to a wider and more diverse audience is helping them meet their mission with greater success. Now, people can easily find information on missing children, access prevention resources, and get involved in supporting their mission with just a few clicks. It’s transformed NCMEC’s ability to engage people, keep the country’s children safer, and bring more missing children home.

The Closer
VMware gets sales and marketing on the same page.

See their win and learn about the journey

The Closer recognizes the company that has built a world-class B2B revenue engine through the power of Adobe Experience Cloud solutions, driving alignment between sales and marketing that results in significant lift in pipeline conversion, bookings, and revenue growth.

The challenge:
VMware is the leader in virtualization and cloud infrastructure solutions that enable their 350,000 enterprise and SMB customers to thrive in the Cloud Era. They were in need of a single source of truth when determining if a lead qualified for a sales team follow-up. At that time, a bridge between sales and marketing did not exist.

The solution:
VMware used Marketo Engage to empower their marketing teams to execute their own marketing programs. This included connecting their MAP and CRM systems to allow data to flow between the systems, improving their ability to send targeted messages, developing sophisticated scoring models that alerted sales when a prospect was qualified, and building programs using Adobe Analytics to identify the true indicators of propensity to buy. By coordinating their marketing tech stack more effectively, the conversion ratio increased 8 percent overall from Q4 compared to Q3 2019.

The experience:
In the past, VMware would procure a new tool and hope it fixed the problem. Now, every instance has a purpose, and everything contributes to the organization’s bottom line. The result is a system that empowers all teams at VMware, not just marketing, to realize revenue goals and continue to hit their numbers. It’s been a positive culture shift.

The Magnifier
Refinitiv creates a new digital ecosystem to make life easier for their customers.

See their win and learn about the journey

The Magnifier recognizes the company that has made use of multiple Adobe customer experience management solutions to deliver the most exceptional customer experiences and drive measurable business impact.

The challenge:
Refinitiv provides market-leading data for trading and risk management analytics, blending 160 years of Reuters heritage with the latest technology. Refinitiv’s online infrastructure and digital experience was difficult for their customers. They needed to reinvent the customer’s digital journey, align their offerings, and empower the financial community with a better online experience.

The solution:
Refinitiv migrated their strategic sites and consolidated their legacy platforms onto an Adobe technology stack powered by Adobe Experience Manager and personalized through Adobe Target and Audience Manager. They created a new component library system and increased the reusability of content and capabilities across their online properties, while Adobe Analytics provided a consistent data layer across their ecosystem. Lastly, they used Adobe Advertising Cloud to introduce programmatic advertising capabilities.

The experience:
Refinitiv made their customer service portal more helpful with a team-implemented, AI-powered FAQ feature. This provides contextualized search and highlights keywords based on AI recommendations. To improve reusability and consistency across Refinitiv’s digital ecosystem, they’ve created a common components library using Adobe Experience Manager. Creating a brand new Refinitiv Data Catalogue allows customers to get hands on with Refinitiv’s data through Refinitiv.com.

The Mastermind
Rite Aid brings a new omnichannel focus to their stores at a personalized customer level.

The Mastermind recognizes the company that has delivered a unified commerce experience across B2B and B2C channels — spanning online and physical stores, multiple warehouses, drop shippers, marketplaces, partners, and vendors — to enable customers to buy and fulfill anytime, anywhere with Adobe Experience Cloud solutions.

The challenge:
Rite Aid Corporation is a drugstore chain in the United States, recognized in the 2019 Fortune 500 list of the largest U.S. corporations by revenue. While a recognizable brand, Rite Aid knew they couldn’t stand still in a retail and B2C environment that is quickly changing due to widespread digital transformation. They saw opportunities to modernize in ways to be more customer-centric, provide better services, offer better access to products and wellness brands, and deliver best-in-class content.

The solution:
Having had prior success with driving digital commerce with the Magento Commerce package, Rite Aid was determined to make an even larger investment into digital. Adobe Experience Cloud seemed to provide the right mix of tools and functionality to further the content-to-commerce mission of Rite Aid’s strategy.

The experience:
Rite Aid has many digital properties and loyalty programs. Managing those various experiences on a one-to-one customer basis is now possible. By bringing Adobe Experience Manager into the mix in 2020 and other suites moving forward, Rite Aid aims to bring a more unified experience to the entire customer journey.

The Maverick
TELUS drives customers to their helpful mobile experience.

See their win and learn about the journey

The Maverick recognizes the company or individual pushing the boundaries of innovation in customer experience, marketing, advertising, or commerce through bold, out-of-the box thinking and ground-breaking use of Adobe Experience Cloud solutions.

The challenge:
TELUS is one of the largest Canadian telecommunications companies, with over 8.6 million customers, rated #1 in customer service among the telecom companies, and recognized as one of Canada’s most giving companies. TELUS found that customers who adopted the mobile app were more likely to perform high value self-serve activities and were much more engaged than web users. This exposed the opportunity to push the mobile app to more customers.

The solution:
TELUS created customer segments using Adobe Audience Manager to connect their online and offline data. They used these segments in Adobe Target to serve personalized app download banners. They then used Adobe SDK5 and Adobe Campaign to send push notifications and in-app messages to drive user engagement. All of these initiatives helped them increase mobile app adoption and engagement.

The experience:
Since the effort to drive customers to the mobile app in early 2019, TELUS has seen their average monthly app downloads triple (compared to 2018), a 25 percent increase in monthly active app users year-over-year, and a three-times higher conversion in special offer funnels compared to its web counterpart. Additionally, their digital team grew and worked in cohesion and they’ve become thought leaders within the company, creating a model of data-driven customer experiences culture they feel would be useful to other businesses.

The Orchestrator
Rural King brings heightened convenience to rural communities.

The Orchestrator recognizes the company that has aligned customer journeys across multiple channels, geographies, or platforms to deliver the most cohesive customer experience through an innovative advertising campaign, marketing campaign, or commerce initiative using Adobe Experience Cloud solutions.

The challenge:
Rural King started in 1960 and provides a broad range of food, seed, and other farm and home products. They found that they struggled with website performance issues, which caused them to lose online sales, damage customer trust, and impact relationships with suppliers. In general, the company struggled to meet the high expectations they established in their brick-and-mortar stores.

The solution:
Using Magento Commerce, Rural King automated much of their order tracking, inventory management, fulfillment, tracking and reporting. With the help of Magento Commerce they managed product information, added products to the online store, and enabled omnichannel expansion and features like click-and-collect. The results were quickly noticeable. They doubled the number of products sold online in the first six months, raising online revenue by 34 percent YOY.

The experience:
Rural King has changed the way their customers shop, combining the conveniences from online and in-store shopping as well as hybrid buy-online-pick-up-in-store options. For instance, their “click-and-collect” feature lets customers order items online and pick them up at a store, saving them shipping costs and allowing them to get their purchases more quickly. This is especially useful for customers purchasing large, heavy, or expensive items, like farming machinery. Rural King’s convenience experience provides valuable resources to farmers, ranchers, and others with limited nearby retail options.

The Transformer
CenturyLink found a way to get more out of their customer interactions.

See their win and learn about the journey

The Transformer recognizes the company that has driven innovation across people, processes, and technology to achieve game-changing digital transformation and significant improvements in business results by implementing Adobe Experience Cloud solutions.

The challenge:
CenturyLink is a technology leader delivering hybrid networking, cloud connectivity, and security solutions to customers around the world. One of their biggest struggles revolved around multiple business units using technology that didn’t integrate or was redundant and under-utilized. This led to customers having disconnected experiences, resulting in low engagement and high unsubscribe rates.

The solution:
CenturyLink consolidated decisions surrounding their marketing technology stack with their marketing ops team. This helped them to consolidate and optimize their digital systems, datasets, and marketing spend using Adobe Experience Cloud. They streamlined deployment of strategic product, campaign, and customer experience initiatives to the field using Adobe Target, Experience Manager, Analytics, Marketo Engage, and CenturyLink’s internal data lake.

The experience:
CenturyLink’s transformation frees them up to focus more on their customers. They tailor all campaigns to notify qualifying customers of what is available by engaging the right person with the right message at the right time. CenturyLink is evolving into a trusted source for consumers to get educated about their needs in telecom.

The Experience Maker Executive of the Year
Nitin Sethi of IndiGo Airlines brings a better individual experience to all customers.

See their win and learn about the journey

The Experience Maker Executive of the Year recognizes a visionary leader who has driven digital transformation across their organization and delivered advances in customer experience to achieve significant business impact with the help of Adobe Experience Cloud solutions.

The challenge:
Nitin Sethi is vice president of digital at IndiGo, India’s largest passenger airline focusing on providing low fares, being on time, and delivering a courteous and easy experience. In an effort to be the world’s best air transportation system, it was important for Nitin and his team to find better ways to cater to his 1.3 billion potential customers from diverse backgrounds and communication channels.

The solution:
To address siloed systems, limited customer profiles, and omnichannel needs, Nitin liked the holistic approach that Adobe Experience Cloud and its platform offer. He saw Adobe technology as robust enough to help his team to tackle two notable initiatives: enable customers to add services to their cart and check out later and notify a customer when the route they’re looking for has a fare drop.

The experience:
Nitin and his team successfully launched the fare drop experience for their customers — which is the first in the industry for an airline. And now, with a 360-degree view of customers, IndiGo can drive personalization and understand repeat customers better. An updated system now displays live fare information on the emailer to drive a seamless experience across platforms. The updated app and website have a better user interface which is not only customer friendly and easy to navigate but also provide a more personalized experience to each customer.

The Experience Maker Team of the Year
Sprint's Hive helps create more personalized experiences.

See their win and learn about the journey

The Experience Maker Team of the Year recognizes the team or cross-functional team that has worked collaboratively to overcome organizational obstacles and deliver exceptional customer experiences and business impact using innovative approaches to execute their marketing, commerce, or advertising strategies with Adobe Experience Cloud solutions.

The challenge:
Sprint is an American telecommunications company that, prior to their recent merger with T-Mobile, was the fourth-largest mobile network, serving 54.3 million customers. Sprint’s challenge was finding the best way to serve personalized customer experiences. Their customers have many complicated decisions to make choosing devices, plans, services, and accessories. Sprint’s ultimate goal was to predictively recognize a customer's need at that moment and bring the right experience to them right then.

The solution:
Sprint’s digital experience department — known as the Hive — used Adobe Analytics to identify the highest-value, highest-traffic pages for optimization. They used Adobe Target to capture anonymous behavioral data, and then started testing to improve performance. An early Adobe Target win involved Sprint’s equipment protection program. By applying different creative, layout, and messaging, they boosted program sales by 29 percent. They also improved sales conversion for Sprint Easy Pay, their installment billing service.

The experience:
The new Sprint digital experience built by the Hive has been delivering success. There’s been a 22 percent increase in overall order conversion rates and an increase of 14 percent in the conversion of brand-new customers. They enjoyed a 16 percent increase in add-to-cart conversion and a 4 percent increase in time spent on site. Another win with their customers has been their Priority Status app, which lets users reserve a new Apple iPhone the moment it’s announced. Over 60,000 people signed up for its first run, and over 150,000 signed up in phase two.

The Experience Maker of the Year
Josh Mann helped Comcast break down data silos to personalize communication to all customers.

See their win and learn about the journey

The Experience Maker of the Year recognizes the individual that has applied their knowledge of best practices and expertise in Adobe marketing, advertising, or commerce solutions to create exceptional customer experiences and deliver significant business impact for their team and company.

The challenge:
Josh Mann works as the director of marketing technology at Comcast, where they provide internet, TV, voice, home security, mobile, and other services to 60 million customers across the U.S. Josh faced a tough challenge: Comcast’s customer data was fragmented across systems and stuck in channel-specific silos. What Josh ultimately wanted to do was unlock access to the data while enabling Comcast to coordinate messaging to their customers.

The solution:
Josh needed a solution that would be able to coordinate across direct mail, email, SMS, push, and more for all prospects and customers. Adobe Campaign was the only solution that could scale and comprehensively cover Comcast’s breadth of marketing channels and communication volume. Adobe Campaign could handle real-time trigger-based and full-audience outbound messaging across Comcast’s 60 million prospects and customers while also integrating with sales and customer service tools for added personalization and optimization.

The experience:
Josh’s associates successfully adopted the new platform without business interruption, including data migration of 60 million prospects and customers. Following the launch, they established new omnichannel journeys, including next-best action, lead management, and new product introductions. Overall, Josh and his colleagues ensured that Comcast can deliver journeys and campaigns that reach the entire prospect and customer base of over 60 million people across the entire customer lifecycle.

Movers and shakers PDF

2020 Movers and Shakers

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